With the onset of the twenty first century, developing economies have kept pace with global standards in terms of information and technology. Indian consumers have already become immersed in this process due to digital transformation. This means even in developing nations such as India, digital natives – those who grew up immersed in digital technology – are now present and have considerable spending power. This study examines the antecedents of digital natives’ attitudes towards online advertising and subsequent purchase intentions. Structural equation modelling revealed several factors that influence attitudes towards online advertisements and purchase intentions. These findings add to the literature regarding online advertising in the context of an emerging market.