The influence of online advertising on the end consumers and their purchasing behavior in Bulgaria

Abstract

In my dissertation I want to evaluate if online advertising affects the end consumers in Bulgaria. I would like to know the end consumers’ perception regarding the online advertising. There are several types of online advertising. These are banner or display advertising, media, or video advertising, search engine advertising and search optimization. In my research was included different data related to the fast growth of these formats, especially display advertising. I want to know whether consumers consider the online advertising as an effective advertising tool. In my opinion most of the consumers regard it as extremely important in this modern world. The younger generation is surfing in the internet every day, that’s why I wish to understand where is the place of the advertising in the internet environment. The consumer behavior is of great importance, too. I also think that the purchasing activity and behavior of the consumers are influenced by the good online advertising. This can be seen in the results from my survey. The surveys which appear in my secondary data also show that the impact of online advertising is increasing and that is reflected in the number of purchases.