A STUDY ON CUSTOMER’S ATTITUDE TOWARDS ONLINE ADVERTISING

Theexponentialgrowthofinternetusagehastransformedthelandscapeofmarketing communication,positioningonlineadvertisingasacentralcomponentofpromotional strategy. This research exploresconsumers’ views on internet-based advertising and determines the elements shaping their perceptions and behavioral reactions. A descriptiveapproachwasadopted,withfirsthanddatacollectedfrom100participants in Chennai through a well-designed survey instrument. Statistical methods such as
percentage analysis, KMO and Bartlett’s tests, independent sample t-test, ANOVA, andmultipleregressionwereperformedusingSPSSsoftware.Theresultsindicatethat
informational value, entertainment, and visual appeal significantly influence
consumerawarenessandperceptionofonlineadvertisements.Thefindingsemphasize the importance of designing credible, engaging, and consumer- centric digital
advertisements. The research adds to the expanding academic work on the effectiveness of digital marketing and the development of consumer attitudes in
developing markets.