The World Wide Web as an advertising media is considered to be a powerful advertising media because of the directionality of the advertising message where the consumer searches for an advertisement in contrast to the traditional advertisements. Moreover, the importance of presentation as much as its content plays a vital role in making web as a high-quality media to attract the consumers through the advertisements hosted on it. In addition, there are various features which make Web as an authoritative source for effective advertisements which influences the consumers for their purchase decision. The present study is a descriptive study which analyses these features which authenticates the World Wide Web as a viable advertising media which influences the consumers for their purchase decision. The study was done using a well structured questionnaire collected from 1001 respondents located in Coimbatore city of India using snow ball sampling technique. The captured responses were subjected to descriptive analysis using Frequency, Chi-Square, Friedman Two Way ANOVA and Regression. It was found that, the possibility of updating about new products, options for electronic marketing, detailed information about the product (including its price, availability, quality and varieties), responses to queries and good recall and retention value of the web advertisements plays an important role in making the World Wide Web as a powerful media for advertisements.

WWW Web advertisements Internet buying behavior