EXPLORING THE IMPACT OF DIGITAL ADVERTISING ON CONSUMER BEHAVIOUR AMONG OSPOLY, IREE FEMALE STUDENTS

The aim of this study is to explore the impact of digital advertising on consumer behaviour among ospoly, iree female students. Using Diffusion of Innovation Theory, Theory of Reasoned Action, Technological Determinism, Motivation-Need Theory. The sample size for the study was 400 using simple random sampling techniques as the sample procedure; the study obtained data through primary source of information with a structured questionnaire. The data analysis was done using statistical tools such as simple percentage. The basis of the study shows that the level of exposure of OSPOLY, Iree students on Digital Advertising is high. The study shows that digital advertising is very effective on the purchasing behavior of OSPOLY, Iree Students. The study shows that Facebook, Instagram, YouTube, and Google are the most frequently used digital platform among OSPOLY, Iree Students. The study shows that social media platforms, websites/blogs, mobile apps and games, as well as streaming services are the platform that OSPOLY, Iree students mostly come across digital advertisements. The study shows that video ads, banner/pop-up ads, sponsored posts, and email newsletters are the type of digital ad content mostly grabs the attention of OSPOLY, Iree student. Based on the findings, the study concludes that digital advertising platforms have a significant impact on consumer behavior, and their effectiveness depends on how well they can cater to the needs of their target audience. Subsequently, recommendations were made that Digital advertising platforms should focus on improving their targeting capabilities to deliver more relevant advertising to consumers.