The influence of media advertisement on consumer buying Behavior: The pragmatic view

Princess Enyonam Dompey 1, Sun Li 1 and Francis Baidoo Jnr 2, *

1 Nanjing Tech University.
2 University of Applied Management.
 
Research Article
International Journal of Science and Research Archive, 2024, 13(02), 1958–1970.
Article DOI: 10.30574/ijsra.2024.13.2.2261
Publication history: 
Received on 10 October 2024; revised on 01 December 2024; accepted on 04 December 2024
 
Abstract: 
Purpose: This study aims to examine the influence of various media advertisements (TV, Radio, Newspaper and Social Media) on consumer buying behaviour stages such as awareness, interest, conviction, purchase and post-purchase.
Design/Methodology/approach: This study employed quantitative cross sectional survey method. Simple Random sampling was chosen for this research. The population size of this research is approximately 978,000 in Accra of the Greater Accra region of Ghana and sample size of 584. The data were gathered with structured questionnaire consisted of 22 items in English. Data analysis in the present study was conducted using Statistical Package for Social Science (SPSS). Simple linear regression analysis was used to examine the relationship between media advertising and consumer purchasing behaviour stages.
Findings:  The study revealed that media advertising plays an influencing role in the different stages of consumer buying behavior - from awareness, interest, conviction to purchase, and post-purchase
Originality / value:  This paper is among a few to have tested the relationship between master support and in the different stages of consumer buying behavior - from awareness, interest, conviction to purchase, and post-purchase from a developing country perspective. The study, therefore, enriches the prevailing literature in marketing and consumer behavior by empirically verifying the impact of media advertising on different stages of the consumer buying process
Research limitations/ implications: The study was conducted within a specific sample and may not be fully representative of the entire population, limiting the generalizability of the findings.
Practical implications: The findings highlight the importance of incorporating effective media advertising strategies to enhance consumer awareness, interest, conviction, and purchase/post-purchase behaviors. Marketers and advertisers should consider the specific stages of the consumer buying process and tailor their advertising efforts accordingly to maximize their impact. Policymakers should consider regulating advertising practices to ensure transparency, accuracy, and ethical standards in media advertising.
 
Keywords: 
Consumer; Buying Behaviour; Media Advertisement; and Pragmatic View; Marketing Strategies; Decision-Making Process
 
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