Research on the Impact of Advertisement on Consumer Behavior

DOI

10.2991/aebmr.k.220307.438How to use a DOI?

Keywords

Media platforms; Consumer; Behavior; Advertisement; Objectivity; Media advertisement; Digitalization

Abstract

Marketers use various media platforms to influence consumer behavior and maintain customer loyalty in the market. In this connection, it is imperative to note that various advertisements on the media platforms contain diverse information concerning the products. This engages the consumer to develop an interest in the products offered by organizations. Changes in consumer behavior have been highly associated with digitalization in today’s market. Hence, there is a need to examine how advertisements shape consumer behavior to develop a positive relationship with the consumers in the market. The main focus of this paper is the impact of advertisement on consumer behavior. This study used an online survey as the primary method of data collection. The data used in this research paper was collected from 600 online participants. Various ages and educational levels; gender parity was also considered.

Moreover, the research applied statistical tools including Kruskal-Wallis (K-W), Exploratory Factor Analysis (EFA), and Cronbach Alpha to analyze the collected data. Based on the content of the study results, advertisements such as newspaper advertisement is associated with changes in consumer behavior. Moreover, internet and television advertisements were also found to influence consumer behavior by giving consumers the platform to gain a conclusive understanding of the nature of products presented in the marketplace. According to the data collected, marketers have invested in magazine and newspaper advertisements to shift consumer behavior to gain their loyalty to the products offered in the market. This research is crucial to marketing managers since they can get an idea of how they should increase the objectivity of their advertisements and which media is appropriate for their advertisements.

Copyright

© 2022 The Authors. Published by Atlantis Press International B.V.

Open Access

This is an open access article under the CC BY-NC license.

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TY  - CONF
AU  - Bowen Fan
PY  - 2022
DA  - 2022/03/26
TI  - Research on the Impact of Advertisement on Consumer Behavior
BT  - Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022)
PB  - Atlantis Press
SP  - 2693
EP  - 2697
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.220307.438
DO  - 10.2991/aebmr.k.220307.438
ID  - Fan2022
ER  -