IMPACT OF MASS MEDIA ON CONSUMER BUYING BEHAVIOR WITH SPECIAL REFERENCE TO ONLINE ADVERTISING
Rohini Bihari
Department of Management, Himalayan University, Itanagar, Arunachal Pradesh
Dr. Surender Pratap Kothari
research Supervisor, Department of Management, Himalayan University, Itanagar, Arunachal Pradesh
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This research paper examines the influence of mass media, particularly online advertising, on consumer buying behavior. It aims to analyze how mass media channels, such as television, print, and digital platforms, shape consumer preferences and purchasing decisions. Special attention is given to the role of online advertising in driving consumer behavior in the digital age.
Keywords:
Mass Media, Consumer Buying Behavior, Online Advertising, Digital Marketing, Media Influence.
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