A STUDY ON THE ROLE OF ADVERTISING IN INFLUENCING CONSUMER BEHAVIOUR

In this paper, an attempt has been made to study the role of advertising in influencing consumer behaviour. Advertising plays a significant role in shaping consumer awareness, attitudes, perceptions, and purchase decisions. Consumers today are highly exposed to different forms of advertisements through digital media, television, social media platforms, and mobile applications. These advertisements influence their preferences and buying intentions. The study mainly focuses on understanding how advertising affects consumer behaviour and decision-making processes. The research highlights the importance of advertising as a marketing communication tool that supports business growth and customer engagement.