Published Paper Details:

This research paper investigates the influence of digital advertising on consumer purchasing patterns within the realm of online courses and explores the efficacy of digital communication as a tool for advertising. The study provides practical and strategic guidance for digital advertisers, marketers, and brand communicators, with a specific emphasis on major online education markets, particularly in India and its neighboring countries. Employing a qualitative research approach, the research utilizes the Prisma technique to scrutinize existing literature and delve into consumer perceptions of online media platforms for the promotion of online courses. The resulting insights offer valuable knowledge for digital marketers and brand communicators seeking to excel in advertising, branding, and endorsing online education. Furthermore, the paper underscores the challenges and opportunities intrinsic to advertising and promoting online education in the digital age, emphasizing the critical importance of effectively harnessing available tools.