Published Paper Details:

In today's era of rapid digitization, advertising plays a huge role and has gone through many processes, one of which is its digital transformation, in which it has moved from traditional media to digital platforms, due to which it has a strong impact on the consumer.Digital Advertising Mainly Focuses on Consumer Online Purchase Behaviour in Ranchi, Jharkhand.Due to the increasing penetration of smartphones, affordable internet and influence from social media platforms, consumers in semi-urban cities like Ranchi are getting more influenced by digital advertising these days, which plays a very crucial role in their buying behaviour. The primary objective of this empirical study is to examine how, in today's times, various forms of digital advertising, such as social media ads, search engine marketing, display ads, and influence marketing, affect consumers' buying decisions, perceptions, and awareness. A structured questionnaire method has been used to collect data which has been collected from different consumers in Ranchi, which includes different age groups, occupation, income level and demographic areas, etc., and all this collected data has been analyzed by statistical tool, which tells that consumers' buying decisions and digital advertising exposure. Overall, the study concludes that digital advertising has a strong impact on consumers, which affects their buying decisions, and its effectiveness depends on their transparency and trust building. This research will also help marketers in creating better marketing strategies and understanding consumer behaviour.