Author(s): Kunal Bains and Parveen Singh Kalsi
Purpose- The objective of this investigation is to employ the PRISMA (Preferred Reporting Items for Systematic Reviews) framework to conduct a systematic analysis and synthesis of the current body of literature regarding the influence of online advertising on consumer purchasing behavior. The objective of this investigation is to ascertain the primary trends, patterns, and deficiencies in the existing research to offer a thorough comprehension of how different types of online advertising affect the decision-making processes of consumers. Design/ Methodology/Approach- To establish research work in sustainable construction for developing countries, the Preferred Reporting Item for systematic reviews using the PRISMA approach was implemented. The researcher utilized the Web of Science for our databases. The initial comprehensive search was conducted, and the results were filtered and reviewed in-depth to align with the study's objectives. This process yielded pertinent publications from 2014 to 2024. Findings- The findings underscore the necessity of incorporating ethical practices, technological advancements, and a comprehensive understanding of consumer behaviour to formulate relevant and effective online advertising tactics in the contemporary digital marketplace. Originality- The final framework provided a comprehensive strategy for overcoming the predetermined constraints and provided suggestions for future research. Therefore, it is necessary to establish a context when examining the influence of online advertising on consumer purchasing behavior.