Exploring the opinions of the YouTube visitors towards advertisements and its influence on purchase intention among viewers

Online retailing as a mode of transaction has been dominating the market through web-based advertisements since the beginning of the 21st century, replacing the role of mass media. India, being a populous country, has witnessed a rapid increase in online customers in recent years. Nonetheless, there are not many in-depth studies analyzing the opinion of Indian netizens on online advertisements and its influence on decision-making process and...