The Effectiveness of E-Advertisement towards Customer Purchase Intention : Indian Perspective

E-advertising has brought great opportunities for marketers and therefore it has attracted interest of lot of scholars towards this area. With this regard, many concepts have been created, such as customer satisfaction, customer loyalty, perceived e-advertisement efficiency, customer experiences, customer buying behaviour, customer equity, and others. This increasing number of users of internet have also forced organization to restructure their promotions keeping in mind both online and virtual conditions. The main aim of this research paper identifies the impact of e-advertisement on purchase intentions of consumers. The study was conducted on a sample size of 276 respondents identified using non-probability purposive sampling technique. The results indicated significant impact of Social networking was found on Brand recognition and effectiveness of e-advertisement farther Brand recognition was found to be having significant effect on customer purchase intention