Abstract

This research focuses on investigating the presence of effects of Online Advertising, Website Features, and Pop-up ads on Millennials Buying Behavior. Millennials are one of the biggest groups of people in the population, therefore, it is important to understand the effect of these variables on their behavior. The study focuses on the Millennials and their buying behaviors, objectively, as well as it encompasses the millennials of the whole region. The tests conducted for the study, reveal that there is a positive impact of online advertising on millennials buying behavior, but there is a negative relation between female millennials and online buying behavior; thus, providing another research area, as to why online advertising is considered differently by the two genders.  However, website features have a positive effect on millennials buying behavior. Whereas the research also establishes that pop-up ads have a negative effect on millennials buying behavior, due to their recurrence. It is an interesting finding since pop-up ads are still utilized by e-businesses.

Keywords: Online Advertising, Pop-up ads, Website Features, Consumer Behavior, Millennials, Millennials Buying Behavior.