ONLINE ADVERTISING AND PURCHASE INTENTION: THEMATIC, SENTIMENT AND FRAMEWORK ANALYSIS USING NVIVO

Once considered an exclusive domain of large corporations, advertising has been revolutionized by the advent of the Internet, giving rise to online advertising as a transformative force in marketing. This study uses qualitative analysis based on NVivo software to investigate how online advertising affects young people's purchase intentions. The objective of the study was to examine how various elements of Online ads—such as emotional appeals, discount, trust, and influencers-affect young people's purchasing decisions. 40 individuals from various demographic groups participated in semi- structured interviews and focus groups as part of the study's qualitative research methodology. NVivo was used to evaluate the data, applying sentiment analysis and word cloud creation before utilising theme coding to look for important trends. Key findings suggest that purchase intention is strongly influenced by emotional ties and trust in influencers, with young respondents preferring relatable, real content. Commercials that emotionally connected were substantially linked to positive sentiment, while intrusive or deceptive commercials were linked to negative sentiment. Value-driven promotions, social impact, and brand trust were found to be crucial factors in purchasing decisions by thematic analysis. According to the research's implications, marketers should work with influencers who share the brand's values, create emotionally compelling campaigns, frame promotions with captivating narratives, and adjust digital strategies to target specific demographics and levels of engagement. The knowledge this study offers is essential to developing successful Online advertising campaigns for today's youth. Keywords: Online Advertising, Youth, Purchase Intention, Sentiment Analysis, Thematic Analysis,NVIVO