A Study Of The Impact Of Online Advertising On Consumer Behavior Of Nike

Consumer behavior has been one of the most important factors for the organizations that impact their profits and revenue generation.Therefore extensive studies have been conducted to analyze the factors that influence and induce a consumer to purchase a product.Consumer behavior is about the approach of how people buy and the use merchandise and services.Understanding consumer behavior will assist business entities to be more practical at selling,designing,development of products or services,and every other different initiative that impacts their customers.Advertising plays a vital role in influencing consumer perceptions and response towards a particular product or brand name.A major advantage of online advertising is the quick promotion of product information without geographical boundary limit s.The present study is also the focused impact of online advertising on young consumers with a special focus on Nike consumers of China.Four factors have been taken as independent variables namely consumer p erception,response,consumer attitude and consumer preference and dependent variable as online advertising.The empirical method of study is chosen where quantitative and qualitative methods were conducted to enhance the reliability and accuracy of the results.The conclusion has been drawn that consumer preferences are the dominating factor among the four factors that have a major impact on online advertising on consumer behaviour.Therefore it is recommended that companies should analyze the preferences of consumers and conduct online advertising accordingly to enhance consumer loyalty.