Impact of Internet Advertising on the Purchasing Decisions of Students: A Case Study of Istanbul Aydin University Students, Turkey

Abstract

This study looks at the impact of advertising on the purchase decision of students, a case study of Istanbul Aydin University. The aim of this research is to understand: ‘How effective online adverts are in influencing purchase decision making' using students of Istanbul Aydin University (Turkey) as a case study. The method used for this study was a quantitative analysis using the technique of convenience sampling method with a sample of 350 students. Primary data was used to get responses from the sample. The findings revealed that online advert is effective on purchase decision making. Of all the other advertisement, online advertising has the greatest impact on attitudes and interests in online purchasing decisions. The researcher advised that online business owners and advertisers should maximize the information in this study and focus more on the areas of interests of their customers and potential customers.