Peer-Reviewed Open Access Journal

International Journal of Communication Development

The International Journal of Communication Development (IJCD) is a new journal devoted to the analysis of communication, mass media and development in a global context in both Indian and...

ISSN: 2231-2498 Quarterly English Since 2011
Current Issue

Vol. 8 No. 2 (2017)

Articles Vol. 8 Issue 1 & 2 Jul - Dec 2017
DOI 10.65301/ijcd.2017.8.1.2.1

Online Advertisements & Consumerism

Authors
Research Scholar, Department of Mass Communication, Assam University, Silchar Head & Dean, Department of Mass Communication, Assam University, Silchar
147 Views
59 Downloads
Published 2017-12-30
Pages 01-07
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.

Keywords
Online shopping Consumerism Online Advertisement Social Media Buying Behaviour
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