Impact of Online Advertisement and Brand Awareness on Consumers' Buying Behavior: A Case Study of Istanbul

Online advertising is considered a marketing approach that involves using internet to get website traffic and deliver marketing messages to the correct consumers. Likewise, Brand awareness refers to consumers' familiarity with a particular product or service. This research aims to study and compare the impact of online advertising and brand awareness on consumers' buying behavior. Practical research was conducted to comprehend better the effect and needs of online advertising and brand awareness. A systematic study has been carried out, and key findings are discussed. The data were gathered through structured questionnaires, and the surveys were distributed to individuals living in Istanbul city of Turkey. The data from 313 respondents were gathered in a month from June 2022 till July 2022. The statistic was analyzed using IBM SPSS version (23), and the results were outlined with the help of charts and diagrams. The research discovered that online advertising and brand awareness impact consumer?s buying behavior. Likewise, throughout the study, the relationship between the demographical traits of respondents and their buying behavior was also determined. Moreover, the study includes highlights and recommendations for future research.