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An Analysis on Digital Advertising and Its Effect on E-Commerce

By

Ms. Ishita Saxena*, Dr. Gazala Yasmin Ashraf **& Dr. Tushar Kumar Sahoo***

*Student BBA, **Professor, ***Assistant Professor

Amity Business School, Amity University Chhattisgarh

Email: ishitasaxen@gmail.com

ABSTRACT: The rise of digital advertising has transformed the e-commerce landscape, reshaping how consumers engage with products and make purchasing decisions. This study investigates the impact of digital advertising on consumer trust, engagement, and buying behavior, using primary data collected from 85 respondents. A mixed-method approach was employed to assess consumer exposure to various ad formats, including social media, search engine, and platform-based advertisements. The findings reveal that while digital ads are widely encountered—especially on platforms like Instagram, YouTube, and Google—their influence on actual purchases is moderated by factors such as content authenticity, personalization, and ad relevance. Although video and review-based content proved most engaging, concerns over misleading ads and data tracking persist. The study concludes that for digital advertising to be effective in e-commerce, brands must prioritize ethical transparency, meaningful personalization, and trust-building strategies.

Keywords: Digital Advertising, E-Commerce, Consumer Behavior, Personalization, Trust, Purchase Decision, Online Marketing, Digital Engagement