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DOI: 10.5281/zenodo.17711472
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IMPACT OF DIGITAL MEDIA ADVERTISING ON CONSUMER
PURCHASE INTENTIONS: AN EMPIRICAL ANALYSIS
K.R. Ni ink ishna (Co esponding Au ho )
D . M. Ganeash Babu
Depa men o Managemen Mass College o A s & Science, Kumbakonam. A ilia ed o
Bha a hidasan Uni e si y, T ichy, Tumku
1. INTRODUCTION
One o he mos ac i e and e ec i e ins umen s o he con empo a y ma ke ing communica ion
is he digi al media ad e ising. The in e ne is unde going a ampan g ow h, and wi h he sp ead
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ARTICLE INFO ABSTRACT
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Pape ID: IJRMF-
692020FD5B8EC
Recei ed: 2025-10-26
Published: 2025-11-25
DOI:
h ps://dx.doi.o
g/10.5281/zenodo.
17711472
Page No: 99-115
This esea ch was an empi ical in es iga ion o he e ec o ad e ising h ough digi al media on
consume buying beha io wi h e e ence o i e a ibu es, i.e. in o ma i eness, c edibili y,
en e ainmen , pe sonaliza ion and in usi eness. The esea ch design used was quan i a i e, he
da a we e ga he ed using he s uc u ed online ques ionnai e on 200 pa icipan s o he social
media si es who we e ac i e. Co ela ion and mul iple eg ession we e used as desc ip i e and
in e en ial es s o de e mine he ela ionship be ween he a iables. The indings ound ha
in o ma i eness, c edibili y, en e ainmen and pe sonaliza ion a e impo an posi i e p edic o s
o consume pu chase in en ion whe eas in usi eness has an ad e se e ec on consume pu chase
in en ion. O hese, he s onges p edic o was ad in o ma i eness. The model desc ibed 71
pe cen o he a iance in pu chase in en ion, which is signi ican in showing he high impac
digi al ad a ibu es ha e on he consume when i comes o decision-making. The esea ch inds
ha success ul online ad e ising should ind balance in e ms o c ea i i y, ele ance, and
c edibili y and be less in usi e o ensu e building a be e consume connec ion and con idence.
Keywo ds: Digi al Ad e ising, Consume Pu chase In en ion, Ad In o ma i eness, Ad
C edibili y, Ad In usi eness
Ci e This Pape : K.R. NITINKRISHNA AND D M GANEASH BABU (2025). "IMPACT OF DIGITAL
MEDIA ADVERTISING ON CONSUMER PURCHASE INTENTIONS: AN EMPIRICAL ANALYSIS".
INTERNATIONAL JOURNAL OF RESEARCH IN MANAGEMENT FIELDS (IJRMF), ol. 9, no. 6, 2025,
pp. 99-115. DOI: h ps://dx.doi.o g/10.5281/zenodo.17711472
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o sma phones and social ne wo king si es, he na u e o he in e ac ion be ween he consume
and he b and has been changed. Digi al ad e ising, unlike he con en ional me hods o sending
ad e isemen s like ele ision, p in , o adio, also allows hem o in e ac wi h hei ollowe s,
pe sonalize, and examine he da a in eal- ime. Companies a e cu en ly using he digi al a eas o
connec wi h a ge g oups in he mos e icien manne , es ablish a b and esonance, and sway
shopping habi s. The digi al ad e isemen howe e , has a s ong in luence on he consume buy
in en ions depending on how he consume s pe cei e he con en , whe he i is in o ma i e o
c edible, en e aining, cus omized, o annoying.
1.1 E olu ion and G ow h o Digi al Media Ad e ising
In he las en yea s, digi al ad e ising has ans o med in o plain banne ad e isemen s o highly
in e ac i e and in o ma ion-based ad e isemen s. P og amma ic ad e ising, social media
ma ke ing, sea ch engine ad e ising and in luence collabo a ion ha e ans o med he manne in
which companies ma ke hei p oduc s and se ices. The use o pla o ms such as Google,
Facebook, Ins ag am, and YouTube has helped he b ands o access millions o po en ial cus ome s
h ough a ge ed campaigns in e ms o demog aphics, in e es s, and beha io al pa e ns. This
de elopmen has also caused a d ama ic change in he ma ke ing budge s and companies a e
spending mo e esou ces in digi al ma ke ing. Repo s in he global ma ke indica e ha digi al
ad e isemen spending has o e aken he adi ional ad e isemen and his aspec highligh s he
inc eased impac o digi al ad e isemen in in luencing he consume awa eness and p e e ences.
1.2 Consume Engagemen and Beha io al Response
Digi al media ad e ising has b ough accessibili y as well as ede ined he in e ac ion be ween he
consume . Today he consume s a e no longe passi e consume s o in o ma ion, bu a he , hey
engage in b and con e sa ions by liking, sha ing, e iewing and commen ing. This in e ac i i y
o e s ins an esponse and unde s anding o consume p e e ences o he ma ke e . Issues like
in o ma i eness o ads, en e ainmen as well as c edibili y a e c i ical o he ex en o which
cus ome s pe cei e he ads ha a e gene a ed online and whe he such pe cep ions lead o posi i e
buying in en ions. On he o he hand, in cases when he ad e isemen s a e iewed as annoying o
i ele an , hey can p oduce i i a ion and a ec he a i ude o consume s owa ds he b and in a
nega i e way. I is impo an o unde s and such eac iona y esponses in e ms o coming up wi h
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con enien digi al campaigns ha a e bo h pe suasi e and consume sensi i e.
1.3 Ra ionale and Need o he S udy
Rega dless o he inc easing impo ance o digi al ad e ising, he e s ill is a knowledge gap as o
which pa icula ea u es o digi al media ad e ising ha e he g ea es impac on consume
pu chase in en ions. Al hough gene al ad e ising e ec i eness has been s udied by nume ous
esea che s, limi ed s udies ha e o e ed an empi ical s udy on he combina ion o he impac o
in o ma i eness, c edibili y, en e ainmen , pe sonaliza ion, and in usi eness on consume
decision-making. In addi ion, as he issue o p i acy and ad e a igue g ows, he e is a compelling
need o de e mine he ela ionship be ween pe sonaliza ion and espass. The p oposed esea ch
will se e he pu pose o b idging his gap by unde aking an empi ical examina ion o consume
a i udes owa ds digi al ad e isemen and i s consequen impac on buying in en ions. The lessons
elici ed on his s udy can help ma ke e s o c ea e e icien digi al ma ke ing ools ha can imp o e
he le el o engagemen , us , and con e sion.
1.4 Resea ch Objec i es
The ollowing goals we e de eloped so as o gi e a clea di ec ion and ocus o he cu en s udy:
1. To s udy he associa ion be ween digi al ad e ising ea u es and pu chase in en ions
o consume s.
2. To de e mine he majo aspec s which a ec he online buying decisions o he
consume s.
3. To gi e sugges ions on how o imp o e he e icacy o digi al ad e ising.
2. REVIEW OF LITREATURE
Pas li e a u e has been e y ex ensi e o analyze he ole o digi al and social media ad e ising
on consume pu chase in en ions by ocusing on he aspec s o in o ma i eness, c edibili y,
en e ainmen , pe sonaliza ion, and cus ome engagemen . The a ailable li e a u e has always
shown ha digi al media pla o ms we e signi ican in he c ea ion o consume pe cep ion and
consump ion beha iou .
Alalwan (2018) examined he e ec s o he social media ad e ising ea u es on cus ome
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pu chase in en ion and disco e ed ha in o ma i eness, c edibili y, and in e ac i i y played a
c ucial ole in de e mining he consume esponse. The esea che s ha e ound ou ha he highe
he pe cei ed ele ance o he ad e isemen s as in o ma i e and as eliable, he highe he deg ee
o de elopmen o us owa ds he b and and in en o pu chase he ad e ised i ems. In he same
way, Alhaddad e al. (2021) made an empi ical s udy o he Jo danian ood indus y and ound ha
social media ad e isemen s a ec ed he in en ion o pu chase among consume s signi ican ly, in
a posi i e di ec ion. Thei esul s indica ed ha isual appeal, c edibili y, and emo ional
in ol emen inc eased consume a i udes owa ds online ad e s ha e en ually ein o ced hei
buying decisions.
Dash and Piyushkan (2020) in es iga ed how he ad e isemen s on social media impac ed
consume buying in en ions and s a ed ha bo h en e ainmen and in o ma i eness had a s ong
in luence on online pu chases. The esea ch concluded ha ads wi h appealing isual con en s and
p oduc in o ma ion ha includes app op ia e de ails in ad e ise p oduc s e ec i ely achie ed
consume a en ion and high pu chasing in en ions. The esea che s, howe e , also poin ed ou ha
in case o he o e exposu e o he i ele an o epe i i e ad e isemen s, consume s migh
expe ience some a igue and hus, diminish he e ec i eness o he ad e isemen s.
Das ane (2020) in es iga ed he e ec o digi al ma ke ing on he online pu chase in en ion in a
di e en s udy, whe e cus ome ela ionship managemen se ed as a media ing a iable. The
esea ch es ablished ha good cus ome engagemen and sa is ac ion as posi i e ou comes o
e ec i e digi al ma ke ing s a egies had a big ole o play in media ing be ween ma ke ing e o s
and pu chase in en ion. The esul s illus a ed he need o ha e long- e m ela ionships wi h he
cus ome s in e ms o pe sonalized digi al campaigns and egula online communica ion.
Dog a and Kaushal (2023) examined how digi al ma ke ing and p omo ional ac i i ies a ec
consume a i udes and pu chase in en ions o inancial p oduc s and se ices in he eme ging
economies. Thei analysis indica ed ha inno a i e digi al ma ke ing campaigns which p o ided
c edibili y, anspa ency and alue we e posi i ely co ela ed wi h he a i udes o he consume s.
The indings also showed ha pu chase in en ion o inancial se ices by consume s ose
signi ican ly when hey o med posi i e a i udes abou digi al p omo ional ac i i ies.
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3. RESEARCH METHODOLOGY
The esea ch was ca ied ou in o de o de e mine he impac o di e en cha ac e is ics o digi al
media ad e isemen on consume pu chase in en ions. This pa desc ibes he da a collec ion,
sampling and analysis p ocedu es ha will be employed o ge he esea ch goals.
3.1 Resea ch Design
The esea ch design employed is a quan i a i e and desc ip i e esea ch design o i s s udy
empi ically he ela ionship be ween he digi al ad e ising a ibu es and consume pu chase
in en ions.
The
design
was in ended
o
o e
quan i iable
answe s
on
he
impac s
(o
in o ma i eness, c edibili y, en e ainmen , pe sonaliza ion and in usi eness) on consume
beha io in an online en i onmen .
3.2 Popula ion and Sample Size
The a ge g oup was employed use s o online media campaigns like Facebook, Ins ag am,
YouTube, and Google ha equen ly wa ches online ad e isemen s. The e we e 200 esponden s
who ook pa in he esea ch. This was deemed o be a good sample size as s a is ically eliable
and o come up wi h some meaning ul conclusions wi hin he scope o he s udy.
3.3 Sampling Technique
The da a collec ion was done by con enience sampling o he indi iduals o a ious age g oups
and p o essional backg ound. This non-p obabili y app oach was chosen because i is con enien
and a ailable o he esponden s ia he online pla o ms.
3.4 Da a Collec ion Me hod
The da a ga he ed was p ima y da a which we e collec ed h ough a s uc u ed online ques ionnai e
which was conduc ed h ough social media and email. The ques ionnai e included close-ended
ques ions ha we e a ed on a i e-poin Like scale (1 = S ongly Disag ee o 5 = S ongly Ag ee).
I also con ained he s a emen s ha we e associa ed wi h ad e ising a ibu e, which included
in o ma i eness, c edibili y, en e ainmen , pe sonaliza ion and in usi eness, as well as s a emen
ha e lec ed consume in en ion o make a pu chase. Demog aphic ques ions: I also had
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demog aphic ques ions in o m o age, gende and he le el o educa ion.
3.5 Da a Analysis
The da a collec ed was a anged, coded and analyzed based on desc ip i e and in e en ial s a is ics.
Responses we e summa ized using desc ip i e s a is ics including mean and s anda d de ia ion
and co ela ion and mul iple eg ession ha e been pe o med o es ablish he s eng h and na u e
o he ela ionships be ween digi al ad a ibu es and pu chase in en ions.
3.6 Scope and Limi a ions
The sample used only 200 esponden s, and his could ha e an impac on he ex e nal alidi y o
he indings. Since sel - epo ed ques ionnai es we e used o ga he he da a, he e could be a
ce ain le el o bias in he esponse. In spi e o hese weaknesses, he indings can also be use ul
o unde s and he e ec o digi al ad e ising on consume beha io , and can be used as he
ounda ion o u he esea ch.
3.7 E hical Conside a ions
The academic na u e o he esea ch was explained o all he esponden s and hei pa icipa ion
was olun a y. All he da a collec ion and analysis conduc ed espec ed he con iden iali y and
anonymi y o all he pa icipan s.
4. DATA ANALYSIS AND RESULTS
This pa shows he esea ch and discussion o 200 esponden s’ da a. The esul s a e de e mined
on he basis o desc ip i e and in e en ial s a is ics analysis which discuss he dependence be ween
digi al ad e isemen cha ac e is ics and consume buying in en ions.
4.1 Demog aphic P o ile o Responden s
To gi e some unde s anding o he s udy sample composi ion, Table 1 p o ides he demog aphic
in o ma ion abou he esponden s such as he gende , age g oup, and educa ion le el.
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Table 1: Demog aphic P o ile o Responden s
Demog aphic Va iable Ca ego y F equency Pe cen age (%)
Gende Male 110 55.0
Female 90 45.0
Age G oup 18–25 yea s 80 40.0
26–35 yea s 70 35.0
36–45 yea s 35 17.5
Abo e 45 yea s 15 7.5
Educa ion Le el Unde g adua e 90 45.0
Pos g adua e 85 42.5
O he s 25 12.5
The s a is ics e eal ha mos o he esponden s we e male (55%), and hey ell wi hin he age
ange o 18-35 yea s (75% cumula i e), which po ay a young and digi ally-minded g oup. The
majo i y o he esponden s had unde g adua e o pos g adua e deg ees implying ha he sample
is an educa ed and echnologically ad anced popula ion and he e o e exposed o digi al media
ad e ising.
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Figu e 1: G aphical Rep esen a ion o Demog aphic P o ile o Responden s
The igu e g aphically depic s ha he o e whelming pa o he esponden s was occupied by
younge and educa ed people, which con i ms he applicabili y o he sample o he esea ch o he
e ec o digi al ad e ising on online buying in en ions.
4.2 Desc ip i e S a is ics
Table 2 shows he mean and he s anda d de ia ion o he main digi al ad e ising a iables ha
depic he o e all pe cep ion o he esponden s o he a ibu es o he ads and pu chase in en ion.
Table 2: Desc ip i e S a is ics o Key Va iables
Va iable
Mean
S anda d
De ia ion
In e p e a ion
Ad In o ma i eness 4.12 0.64 High
Ad C edibili y 3.95 0.72 Mode a ely High
Ad En e ainmen 4.08 0.68 High
Ad
Pe sonaliza ion
3.88
0.75
Mode a e
o
High
Ad
In usi eness
2.74
0.81
Low
Pu chase In en ion 4.05 0.66 High
Demog aphic
60
50
40
30
20
10
0
Gende
Age
G oup
Educa ion
Le el
Male
Female
18–25 yea s
26–35 yea s
36–45 yea s
Abo e 45 yea s
Unde g adua e
Pos g adua e
O he s
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The indings show ha , on he one hand, he esponden s a ed digi al ad e isemen s as e y
in o ma i e, en e aining, and c edible, on he o he hand, wi h mode a e le els o pe sonaliza ion.
None heless, ad in usi eness was a ed lowly, which indica es ha a majo i y o he esponden s
did no conside digi al ad e s as being oo in usi e.
In gene al, he la ge a e age pu chase in en ion sco e sugges s ha posi i e ad e isemen ea u es
a e e ec i e in imp o ing consume in en ions o pu chase.
Figu e 2: G aphical Rep esen a ion o Desc ip i e S a is ics o Key Va iables
The g aphical illus a ion poin s ou ha in o ma i eness and en e ainmen we e he mos highly
a ed ea u es ha we e closely p eceded by c edibili y and pe sonaliza ion. Con e sely,
in usi eness had signi ican ly lowe mean alue, which con i ms ha non-in usi e, engaging and
c edible ad e isemen s a e mo e e ec i e in elici ing pu chase in en ion.
Va iable
4.5
4
3.5
3
2.5
2
1.5
1
0.5
0
Mean S anda d De ia ion
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in o ma ion abou p oduc ea u es, bene i s, and usage. In o ma i e ads help build
c edibili y and suppo a ional decision-making.
S eng hen Ad C edibili y: Use au hen ic con en , e i ied endo semen s, and anspa en
messaging o es ablish us . Pa ne ing wi h c edible in luence s and ensu ing ac ual
accu acy can signi ican ly imp o e consume con idence.
Inco po a e En e ainmen and C ea i i y: Engage audiences h ough s o y elling,
isuals, humo , and in e ac i e elemen s. En e aining ads cap u e a en ion and c ea e a
posi i e emo ional connec ion wi h he b and.
Le e age Pe sonaliza ion Responsibly: U ilize consume da a o ailo ad e isemen s
acco ding o p e e ences and beha io pa e ns, bu ensu e e hical p ac ices and espec o
p i acy o a oid pe cep ions o in usion.
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