The Impact of Online Advertisement on Building a Brand and on Purchase Intention

Abstract

In the modern era of technology, online advertising is the most common tool used by firms to promote certain products or brands. This study examines the impact of online advertisements on building a brand and on purchase intention. The study sample consists of 389 respondents from different regions in the Philippines. A descriptive correlation was used to analyze and interpret the data. As concluded, online communities and electronic word-of-mouth affect the purchase intentions and brand loyalty of customers. Additionally, the results of the study indicate that online advertising has a significant influence on purchase decisions. By these mentioned factors, the study evidently proposes significant positive effects on purchase intention and brand loyalty of consumers.