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A STUDY ON THE INFLUENCES OF ADVERTISEMENT ON CONSUMER BUYING BEHAVIOR
Purpose–This paper aims to examine the impact of advertisements on consumer buying behavior by analyzing the real-time effects of entertainment, familiarity, advertisement spending, and social imaging in advertisement on consumer buying behavior.
Design/methodology/approach–A conceptual model is formed with four independent variables and their relationship with consumer buying behavior. Primary data from adult consumers and secondary data from books and journals were used to do this analysis.
Findings–Results from the analysis of primary data show significant relationships and compares the strengths of relationship amongst entertainment, familiarity, advertisement spending, and social imaging in advertisement with consumer buying behavior.
Research Limitations/implications–Future research can test other variables like brand associations, brand trust to unearth further cognitive and attitudinal structural relationships with consumer buying behavior. Similar research can also be conducted on a definite type of advertisements like, email advertisements, social media advertisements etc.
Originality/value–The paper puts together a set of independent variables that have never been tested together before. This uncovers some of the most important factors that should be given focus upon while running an advertisement.
Keywords: Consumer Buying Behavior, Advertisement, Entertainment, Familiarity, Advertisement Spending, Social Imaging.