ROLE OF ADVERTISEMENTS ON IMPULSIVE BUYING IN ELECTRONIC RETAILING

Abstract

Digital technologies today are disrupting and repositioning the lives of every online Retailer  and customer. Advertising as an act of persuasion is deliberate and planned one and the sender of the message has to foot the bill. Whatever may be the media, each medium and media vehicle costs the advertiser. By its very nature, it is paid form of presentation of an idea, product or a service in an indirect way. Advertising, being a powerful mass communication tool, is used not only to present and promote goods and services with the intent of selling them; it is also increasingly used to further the goals of public interest and social causes. Twitter was also among the most recognized tool used in marketing a product; this media might not be an online shop but its presence in the internet world today makes marketing and communication very flexible and easy. Twitter today is the fastest means of communication in any circumstance and most users often use it as a communicating tool to the world. This study is the nature of Empirical research design. Both primary and secondary data used for study purpose. Four hundred customers were responded for this study and research adopted systematic sampling technique to gather the data. Major finding of this study are: Majority of the customers are strongly agreeing about 90.6 % that digital technology was the foremost reason for the success of business and it was ranked as first in the reason for Twitter as a social medium. The researcher used Psychographic personality tool which were measured by using 5-point Likert-type scale.