Impact of Google Adwords on Consumer Buying Behaviour
Authors/Creators
- 1. MIMA Institute of Management, Pune
- 2. Savitribai Phule Pune University, Pune
- 3. Modern Institute of Business Management, Shivaji Nagar, Pune
- 4. ASM's Institute of Business Management and Research Savitribai Phule Pune University, Pune
- 5. Vidya Pratishthan's Institute of Information Technology, Baramati, Pune
Description
Abstract: This study employed a quantitative methodology to investigate the impact of Google AdWords on consumer buying behaviour. A structured survey questionnaire was developed to collect data from a sample of participants. The survey included questions related to consumer attitudes, purchase intentions, brand awareness, engagement, and post-click behaviours. A sample size of 198 participants was determined using a random sampling technique from a target population of consumers who have been exposed to Google AdWords. The participants were selected based on specific demographic criteria to ensure representation across different age groups, genders, and locations. Overall, the findings suggest that targeted and personalized advertisements through Google AdWords have a significant impact on consumer behaviour. They are more appealing, relevant, and informative, leading to increased intention to make a purchase and recommendation of advertised products or services. These results highlight the effectiveness of targeted and personalized advertising strategies through Google AdWords in meeting individual consumer needs and driving consumer behaviour.
Keywords: Google AdWords, Personalized Advertisements, Consumer Attitudes, Purchase Intentions, Brand Awareness, Engagement, Post-Click Behaviours
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