Online Advertisements & Consumerism

Abstract

In today’s age of globalization, the numbers of E-shopping websites are continuously on the rise catering to the growing demands of the people. Advertising also continues to evolve and sell large quantities of mass produced goods, thus creating a consumerist culture in the society. This online shopping and consumerist culture is extensively influenced by media and online advertisements. The social media sites through its advertisements give a constant reminder to customers about different products, motivating them to buy those. Advertisements promote products which are not of actual necessity but are only used for luxury. The online advertisements and promotion strategies are thus, successfully entering the minds of the people and creating desires in them to own various goods and commodities. This is leading the people to enter the world of consumerism. This study aims to understand how people are influenced and motivated by online advertisements to shop in different e-commerce spaces by purchasing beyond their limited budget and how this increased purchasing behaviour is leading to a consumerist society. A survey was conducted among 50 respondents to figure out how online advertisements influence people to shop online. The research reveals that online  promotional advertisements motivate consumers to buy products from Eshopping websites which is leading to consumerism.