Volume : 11, Issue : 3, MAR 2025

CAPITALIZING ON BUSINESS DEVELOPMENT AND CHALLENGES IN THE DIGITAL ERA RESEARCHED BY STUDENTS, PG DEPARTMENT OF COMMERCE WITH COMPUTER APPLICATIONS, MANNAR THIRUMALAI NAICKER COLLEGE MADURAI.

A STUDY ON THE IMPACT OF ONLINE ADVERTISING AMONGRURAL COMMUNITIES MADURAI CITY

ABINAYA.K, GOMATHILAKSHMI.S, DR. N. ILLAMBIRAI

Abstract

The digital revolution has reshaped business communication, with online advertising becoming a vital marketing tool. While urban audiences have been the primary focus, digital advertising's expansion into rural communities presents both opportunities and challenges. This study examines the impact of online advertising on rural communities in Madurai City, which blends urban and rural characteristics. Increased internet penetration, government-led digital literacy initiatives, and affordable smartphones have enabled rural populations to engage with digital platforms. Social media channels such as Facebook, WhatsApp, and YouTube play a crucial role in connecting businesses with rural consumers through vernacular and culturally relevant advertisements. Despite its advantages, online advertising in rural areas faces hurdles such as limited digital literacy, inadequate internet infrastructure, and concerns over data privacy. Many rural users struggle to differentiate between genuine and misleading advertisements, impacting their engagement. However, online advertising offers small and medium-sized enterprises (SMEs) an affordable way to reach untapped rural markets, driving economic growth. Furthermore, digital advertisements contribute to social awareness, promoting health, education, and financial inclusion. Yet, excessive commercialization and ad saturation may lead to consumer fatigue and disengagement. This study explores how online advertising influences consumer behavior, economic participation, and social dynamics in rural Madurai. The findings will help businesses develop more impactful advertising approaches aligned with the socio-economic and cultural contexts of rural communities.

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