Media Advertisement: Does it Really Influence the Purchase Intention?
Keywords:
Advertisement, Consumer Behavior, Communication channels
Abstract
Marketers use a variety of information channels to sway consumer behavior. Every advertisement using different media has a unique mix that engages consumers in a unique way. Consumer media habits have shifted as a result of digitalization. As a result, a better understanding of advertisements on various media platforms and their implications for CB is required. The goal of this study is to check how advertisements affects consumer purchase intentions in the Sri Lankan smart phone market. It reflects how people react to different types of advertisements. The study employed the survey method, with data collected from 250 participants. The data was analyzed using statistical tools such as Cronbach's alpha, correlation, and regression tests. According to the R Square value, media advertisements accounts for 34% increase in purchase intention. Radio commercials, billboard advertisements, and newspaper advertisements, on the other hand, all have a negative impact. The purchase intention of Smart phone is positively influenced by TV, online and social media advertisements. Marketers must use social media to promote their devices. Marketing managers can learn from this study and engage in suitable media to achieve the objectivity of their commercial advertisements.
References
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2. Anjum, B., Irum, A., & Sualtan, N. (2015). Impact of television advertisements on consumer buying behaviour: The moderating role of religiosity in the context of Pakistan. International Interdisciplinary Journal of Scholarly Research, 1(3), 36–48.
3. Ahmad, A. H., Idris, I., Mason, C., & Chow, S. K. (2019). The impact of young celebrity endorsements in social media advertisements and brand image towards the purchase intention of young consumers. International Journal of Financial Research, 10(5), 54–18. https://doi.org/10.5430/ijfr.v10n5p54
4. Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International Journal of Information Management, 42, 65–77. https://doi.org/10.1016/j.ijinfomgt.2018.06.001
5. Evans, M., Jamal, A. and Foxall, G., 2006, Consumer behaviour, John Wiley and sons, Ltd, pp 168 - 174
6. Farooq, Q., Shafique, N., Khurshid, M. M., & Ahmad, N. (2015). Impact of comic factor in TV ads on buying behaviour of university students. International Letters of Social and Humanistic Sciences, 49, 12–20.
7. Harper, R., 2003, People versus information: the evolution of mobile phone technology,Available,http://www.itu.int/osg/spu/ni/futuremobile/socialaspects/MobileHCI- Final.pdf,
8. Hoque, M. A., Ahmed, S. K., & Fouji, M. H. (2013). Impact of TV advertisements on the ‘response process’ of the private service holders of Bangladesh. Business and Economic Research, 3(1), 427–441
9. Hofsdete, G., Hofstede, G., J., 2005, Cultures and organizations: software of the mind, McGraw-Hill publications, Two Penn Plaza, New York, pp 2-9, 31-34
10. Hussain, J., & Nizamani, R. K. (2011). Factors affecting consumer attention in billboards advertising. South Asian Journal of Management Sciences, 5(2), 60-64. http://sajms.iurc.edu.pk/issues/2011b/Fall2011V5N2P3.pdf
11. Ishar Ali M. S., (2020). Social Media or Traditional Media that influence consumer decisions in times of pandemic. SEUSL Journal of Marketing, 5, (2), 1-14
12. Ishar Ali. MS, & Siraji, M., (2021). Does social media influence consumer decision-making in times of the COVID 19 pandemic. Journal of Humanities and Social Sciences Innovation, 1(1). https://doi.org/10.35877/454RI.daengku416
13. Jain, G., Rakesh, S., & Chaturvedi, K. R. (2018). Online video advertisements’ effect on purchase intention: An exploratory study on youth. International Journal of E-Business Research (IJEBR), 14(2), 87–101. https://doi.org/10.4018/IJEBR.2018040106
14. Khan, K., Hussainy, S. K., Khan, A., & Khan, H. (2016). Billboard advertising and customer attention: A Pakistani perspective. International Journal of Scientific and Research Publications, 6(3), 502-506.
15. Kotler, P. and Keller, K. L., 2007, Marketing Management, 12th edition, New Delhi, Prentice-Hall, pp 102 – 107, 173 – 184, 568 – 572
16. Kumar. D.P., & Raju. K.V., (2013). The Role of Advertising in Consumer Decision Making. IOSR Journal of Business and Management, 37-45
17. Lim, X. J., Radzol, A. M., Cheah, J., & Wong, M. W. (2017). The impact of social media influencers on purchase intention and the mediation effect of customer attitude. Asian Journal of Business Research, 7(2), 19–36. https://doi.org/10.14707/ajbr.170035
18. Logan, K., Bright, L. F., Gangadharbatla, H., & Dix, S. (2012). Facebook versus television: Advertising value perceptions among females. Journal of Research in Interactive Marketing, 6(3), 164–179. https://doi.org/10.1108/17505931211274651
19. Mishra, V., & Vashiath, A. (2017). Is advertising medium an important constraint in consumer purchase intention: The theoretical foundation. Journal of General Management Research, 4(1), 38–45.
20. Mooij, M., D., 2011, Consumer behaviour and culture: Consequences for global marketing and advertising, 2nd edition, London, SAGE publications, pp 2-5
21. Petersen, L. (2018). Advantages and disadvantages of radio advertising. Retrieved from http://smallbusiness.chron. com/advantages-amp-disadvantages-radio-advertising-40629.html
22. Pongiannan, K., & Chinnasamy, J. (2014). Do advertisements for fast moving consumer goods create response among the consumers? An analytical assessment with reference to India. International Journal of Innovation, Management, and Technology, 5(4), 249
23. Rai, N. (2013). Impact of advertising on consumer behaviour and attitude with reference to consumer durables. International Journal for Management Research and Business Strategy, 2(2), 74–79.
24. Saunders, M., Lewis, P., Thornhill, A., 2009, Research methods for business students, 5 edition, Rotolito Lombarda, Prentice Hall publications, p268 and p288
25. Tsui, H. C. (2012). Advertising, quality, and willingness-to-pay: Experimental examination of signaling theory. Journal of Economic Psychology, 33(6), 1193-1203.
Published
2022-08-17
How to Cite
Kaldeen, M., & Ali, M. S. I. (2022). Media Advertisement: Does it Really Influence the Purchase Intention?. International Journal on Economics, Finance and Sustainable Development, 4(8), 40-51. https://doi.org/10.31149/ijefsd.v4i8.3415
Section
Articles
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