Impact of online advertisement on new generation consumer's buying behavior in the case of afghanistan

Advertising is the most commonly used way of informing the customers about brands and products of a company. Television, newspapers, and radio are the most traditional ways for creating image of brands that also help in generating sales revenue. In current times, with technological advancements, new advertising mediums have emerged such as the Internet, social media and digital marketing. There are various factors linked with the online advertisement such as interactivity of online advertisement, trust level built by online advertisement, irritation caused by online advertisement, entertainment of online advertisement, informativeness of online advertisement and accessibility of online advertisement. All these factors formed the basis of this research where the impact of these factors was evaluated on the purchase intentions (buying behavior) of young generation of Afghanistan. In order to do so, data was collected from the respondents of age group 15 – 30 yrs from Afghanistan and to test the relationship amongst independent and dependent variables, confirmatory factor analysis (CFA) and structural equation modeling (SEM) techniques were used in SPSS version 20 and SPSS AMOS version 23. The study used quantitative research method and data was collected on questionnaire which was formulated as a result of comprehensive literature review on the subject matter. The results of the study revealed that there was no significant relationship between interactivity, trust level, irritation, entertainment (independent variables) and young generation's buying behavior whereas positive relationship is amongst informativeness and accessibility of online advertisement with young generation consumer's buying behavior.