A Study on the Impact of Digital Advertisements on Women's Purchase Decisions and Access to Services in Tirunelveli City

Abstract

India is one of the largest and fastest-growing markets for digital marketing. The Digital India concept was introduced by the Government of India, which created more awareness regarding digitalization. In India nowadays, digitalization is one of the fastest-growing activities. Every transaction nowadays is started with digitalization. The impact of digital advertisement is also one of the significant factors that influence digitalization. E-Commerce provides various information regarding digital marketing activities. It helps to update customer knowledge. The research objectives of this article were to investigate the impact of digital advertisements on women's purchase decisions, examine the role of digital advertisements in increasing women's access to services, and Identify factors influencing women's engagement with digital advertisements. This article also finds out how digital advertisements influence women's purchase decisions. Digital marketing creates more attention to buying and selling. This present study focuses on the impact of online advertisements on women's purchase decisions and access to services in Tirunelveli city.