Abstract:
Online advertising is considered a marketing approach that involves using the
internet to get website traffic and deliver marketing messages to the target audience.
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. 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 collected 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 consumers' buying behavior. Likewise, with the help of the
study, the relationship between the demographical traits of respondents and their
buying behavior was also determined. Where demographical factors such as age and
material status significantly impact consumers' buying behavior, Occupation and
education do not affect consumers' buying behavior. Moreover, the study includes
highlights and recommendations for future research
