DOI: https://doi.org/10.63345/ijrhs.net.v12.i1.2
Mona Mishra1 & Dr Praveen Mittal2
1Research scholar
Maharaja Agrasen Himalayan Garhwal University
Uttarakhand, India
2Research Guide
Maharaja Agrasen Himalayan Garhwal University
Uttarakhand, India
Abstract
The evolution of digital media has significantly altered advertising paradigms, particularly influencing consumer buying behavior. This study investigates the comparative impact of social media advertisements and traditional online advertisements—such as banner ads, pop-ups, and email marketing—on the buying decisions of working women in the National Capital Region (NCR) of India. With increased internet penetration and mobile device usage, women professionals now encounter a variety of digital touchpoints. The study uses both qualitative and quantitative methods, surveying 300 working women across industries and conducting structured interviews to gather insight. Findings indicate a stronger influence of social media ads on impulse purchases, emotional engagement, and peer validation, whereas traditional online ads remain effective for rational decision-making and brand recall. The manuscript sheds light on demographic variables, purchasing categories, and ad features that significantly affect buying behavior. The study offers practical recommendations for marketers targeting this dynamic demographic segment.
Keywords
Social media advertising, traditional online ads, buying behavior, working women, NCR, digital marketing, comparative study
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