Advertising can be defined as a communication process, a social-economic process, and a marketing process dealing with both persuasion and the supply of information to customers (Arens, 1996). Advertising helps to influence the demand function of goods and services. It alters the consumer tastes and preferences in such a way that influences the consumer purchase decisions, thus increased sales and customer loyalty. Morden (1991) referred advertising as a means of instituting a basic awareness of the service or product in the mind of potential customers, while Kotler (1988) illustrates advertisement as one of the principal methods used by companies to have persuasive communications to the public and target buyers. With growing technology, advertising landscape has continued to change on a daily basis. Today, more than any other time in history, there are many advertising medium at the disposal of advertisers. As one of the recent medium of advertising, online advertising has become popular with most advertisers because of the growing number of internet users. Although there are many research that have been done in this area, this study believes that there are grounds that have not been covered because online advertising presents more opportunities than what is currently known, especially when it comes to how online advertising, with all opportunities its presents, affect consumer behavior. This study therefore aims at exploring the implications of online advertising on consumer behavior. By comparing the results from previous studies, the study will aim at filling gaps in knowledge from these studies.