A review of advertising management and its impact on consumer behaviour

Falebita, Oluwabunmi A.; Ogunlusi, Christopher F.; Adetunji, Adeniyi Temitope

doi:10.1504/ijaitg.2020.111885

Cited by 11 publications

(7 citation statements)

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“…Advertising has a great capacity to influence and persuade, and even the most innocuous, can cause changes in behavior that affect the consumer's purchase intention. Falebita et al (2020) consider this influence predominantly positive, as shown by about 84.0% of the total number of articles reviewed in the study developed by these authors. Kumar et al (2020) add that psychological factors have a strong implication in the purchase decision, as we easily find people who, after having purchased a product/ service, wonder about the reason why they did it.…”

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confidence: 88%

Factors Affecting Impulse Buying Behavior of Consumers

2021

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confidence: 88%

Factors Affecting Impulse Buying Behavior of Consumers

2021

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“…Customers are resultful encouraged by this manner to spread Luckin adverts and generate free publicity for the brand [5]. There exists a conclusion that, according to a 2012 study by Priyanka, even though the online advertisement is incredibly informative, it irritates customers [6]. That means buyers may change their selection of coffee brands or products after browsing the pop-up window's advertising.…”

Section: Literature Reviewmentioning

confidence: 99%

The Research on the Influence of Luckin Coffee Advertisements upon Chinese University Students’ Consumer Behaviors

Cheng¹

2023

BCPSSH

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Luckin Coffee is a recently emerging beverage brand on the Chinese mainland that is well-liked for its affordable but high-quality offerings. The target market for this brand is young people due to its brand positioning as professional, stylish, and youthful. Luckin Coffee sets up plenty of off-line stores and also develops its online business through WeChat applet. It uses a variety of advertising techniques to advertise their products. Concentration is placed on both the choice of the endorser and the location of the advertisement placement. The impact of the promotional approach on students' purchasing decisions in schools is the main topic of this essay. In order to discover the answer, quantitative research is done on university students, who are thought of as a representative of the youth group. The outcome shows that raw coconut latte, which has been heavily promoted through advertisements, is selected by the respondents as the top product. Meanwhile, celebrity endorsement has a significant impact on how people view products.

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“…According to Stankevich, investigations have already been undertaken to address their decision-making process and buying intentions (Stankevich, 2017). 84% of the total number of articles studied in the study conducted were favourable, demonstrating that sales marketing has a significant impact on consumers' perceptions of a particular product (Falebita et al, 2020). Moreover, according to the likelihood of making an impulsive purchase increase when an individual is unable to think rationally due to a strong emotional drive (Burton et al, 2018).…”

Section: Literature Reviewmentioning

confidence: 99%

Clickbait: The Influence of Sensationalized Headlines in E-Commerce Applications on Consumer’s Purchasing Decisions

M. Catamio

2023

Cop. Sust. Manag.

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Clickbait is a sensationalized headline prevalent online, aiming to entice people to click a link, an advertisement, or a headline. The study intends to find out how such a phenomenon is perceived by consumers and the extent of its influence on purchasing decisions through the combined approaches of structured survey questionnaires containing factors of clickbait and an interview using unstructured questionnaires inquiring about how it has influenced purchasing decisions. Fifty (50) respondents were conveniently selected for the survey, while ten (10) were similarly selected for the interview. The results gathered through the statistical application of Pearson-r correlation suggested that consumers consider the visual and psychological aspects of clickbait and are influenced by their purchasing decisions. Interview responses implied the apparent influence of a sensationalized headline in their purchases through various factors such as convenience, visually pleasing images or content, and the credibility and adequacy of the information being presented. The researcher recommended that online shops focus more on improving their virtual advertisements and utilize online survey questionnaires containing questions assessing customer satisfaction regarding their product, experience, and visual presentations. It is also advised that online shops conduct thorough research and in-depth application of the current trends. Consumers should be reminded and aware of those enticing advertisements that provide fake content.

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A review of advertising management and its impact on consumer behaviour

Cited by 11 publications

References 0 publications

Factors Affecting Impulse Buying Behavior of Consumers

Factors Affecting Impulse Buying Behavior of Consumers

The Research on the Influence of Luckin Coffee Advertisements upon Chinese University Students’ Consumer Behaviors

Clickbait: The Influence of Sensationalized Headlines in E-Commerce Applications on Consumer’s Purchasing Decisions

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