Article’s

Online advertising has become a dominant promotional tool due to the rapid growth of the internet and digital technologies. Businesses increasingly rely on online platforms to influence consumer buying behaviour. The purpose of this study is to examine the effect of online advertising on users’ buying behaviour, focusing on factors such as awareness, attitude, and purchase intention. The study adopts a descriptive research design and uses both primary and secondary data. Primary data were collected through a structured questionnaire from a sample of 100 respondents, while secondary data were obtained from journals, websites, and previous research studies. Statistical tools such as percentage analysis and graphical representation were used for data analysis. The findings reveal that online advertisements significantly influence consumer purchasing decisions, especially through social media ads, search engine ads, and personalized content. The study concludes that effective online advertising positively impacts user buying behaviour by enhancing brand awareness, trust, and purchase intention. The results highlight the importance of strategic digital marketing for businesses in the competitive online environment.