INFLUENCE OF DIGITAL ADVERTISEMENTS ON CHANGING CUSTOMER BUYING BEHAVIOR IN CHENNAI CITY

Abstract

Digital advertisements have become popular in recent decades, in particular, digital advertisements in popular social media, such as YouTube, Facebook, Instagram, etc. are popular.  Advertisements on financial products are most frequent on social media.  YouTube is one of the popular social media popularly and frequently used by people.  The present study has concentrated on the aspects of financial products telecasted on YouTube in Chennai city. For this purpose, the researcher considered only financial products such as insurance and banking products in the study area.  The researchers collected primary data from 524 respondents in the study area, for this purpose a well-structured questionnaire was used.  Five-point scaling technique was adopted to collect data from the respondents, Simple percentage, ANOVA and correlation analysis were used as statistical tools to analyse the primary data.  The study found that digital advertisements on YouTube on financial products created interest among viewers.  It also created awareness among viewers to a larger extent.  But digital advertisements in YouTube had impulse on customers toward financial products to some extent and many of the viewers opined that they took sufficient time to make purchase decisions to purchase the financial products that were advertised through YouTube.  Making the contents of digital advertisements of financial products more informative and more interesting will attract many other viewers in the future.