Investigating the Types of E-Advertising Strategy and its Influence on Consumer Buying Behavior

摘要

Advertising is a way of communication to convince an audience for taking purchase decision about a product or service and delivering information to viewers. This paper examines the relationship between environmental response and emotional response which are independent variables with dependent variable i.e. consumer buying behavior. This research investigates the relationship between the variables involved, by taking the 120 responses in Iran country. And its show that banner advertising is more effective than other ways of advertisings, and have great effect on consumer purchase decision on internet. Findings of this study show the moderate relationship between independent variables and dependent variableThis study reports new results in the field of buying behavior of consumers’ response. the extent and variety of online advertising isadvertising is growing dramatically. Business are spending more than before on online advertising. Understanding that what factors in online advertising have effect on consumer purchasing behavior is vital. So, Thethe purpose of research was to study the effect of online advertising strategy on the buying patterns of consumers and to see what factors influence a consumer’s purchase. Keywords: e- Advertising Strategy, Environmental response, Emotional response, Consumer buying behavior