| Summary: | One of the most important and fundamental parts of today's business world is advertising. Advertising is necessary for both business and consumers. We can now observe that the advertising industry has experienced substantial changes and is now employed globally. An advertising company has found this platform to be quite useful for increasing revenue by influencing the online users' behaviour, which may change in either a positive or bad way. Therefore, the primary topic of this study paper is on how internet advertising affects consumers' online behaviour in UiTM Shah Alam. Through surveys, we gathered information about two sets of variables: Internet Users' Behaviour (Purchase Intention, Effective Medium, Frequency of Browsing, and Demographic Variable), and sets of variables Internet Advertising (Webpage Content, Informativeness and Interactivity). To determine the aspects of internet advertising influencing internet users' behaviour, Canonical Correlation Analysis was applied to the data that was gathered. Internet advertising and internet users' behaviour are significantly correlated, according to the results analysis. As a result, Internet advertising plays a big role in influencing consumers' behaviour because of its close connection to their purchasing decisions. Based on findings, it can be concluded that internet advertising plays significant roles in examining internet users' behaviour, which may be advantageous for many industries globally, particularly in current era of digitalization. With information on consumer behaviour both now and in the future, these findings can assist marketers and advertisers in developing more effective online advertising strategies that better engage young adults' attention and influence their behaviour, particularly with regard to purchase intention, leading to a misalignment. It will then be able to create more successful online advertising. © 2024 Author(s).
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