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Journal articles on the topic 'Advertising influence on consumers'

Author: Grafiati

Published: 3 June 2025

Last updated: 31 July 2025

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1

Vveinhardt, Jolita, and Inga Janulienė. "Influence of Advertising as a Means of Information Transmission Towards Consumer: Theoretical Aspect." Business: Theory and Practice 7, no. (4) (2006): 222–31. https://doi.org/10.3846/btp.2006.27.

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The article analyses the term of "advertising" with the focus on information transmission function and a possibility to influence consumers. A comparative analysis of advertising terms is completed. The article presents a different view towards areas of advertising functions and presents aspects of advertising influence on consumers. These aspects form a formula of CAFE'A – cognition, action, finances, emotions and advantage (Lith. PEFEN). There cognition is understood as feelings and recollections of a consumer. Action means that a consumer has noticed and read the ad. Financial aspect of the

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Pan, Yuqiao. "Research on the Influence of Advertising Content on Consumer Purchasing Behavior Based on Elaboration Likelihood Model (ELM)." Journal of Education, Humanities and Social Sciences 27 (March 5, 2024): 439–44. http://dx.doi.org/10.54097/mk0f1454.

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Advertising content is the foundation of advertising. Advertising content contains a lot of information and experience to convey to the consumer. How consumers deal with advertising content cognitively will affect the effectiveness of marketing personnel in delivering advertisements to consumers and lead to changes in purchasing behavior. This literature review studies the cognitive processing of consumers' four types of advertising content (informational advertising, comparative advertising, emotional advertising, social responsibility advertising) based on Elaboration Likelihood Model (ELM),

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Alexandrovskiy, Sergey, Elena Zinchak, Darya Kozyreva та Ekaterina Sofonova. "Сonsumers Attitude toward Video Advertising with Memes". Moscow University Economics Bulletin 2020, № 4 (2020): 181–95. http://dx.doi.org/10.38050/01300105202049.

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Companies use humor and memes in advertising to speak the same language with consumers and improve communication. The meme is like a good joke: everyone understands it. Drawing on the study of 448 Russian consumers, the authors reveal the degrees of influence of such factors as entertainment, informativeness and irritation on the value of video advertising with memes. All the three factors influence the advertising value, with informativeness of advertising being of highest influence. The set of factors and degrees of influence depend on consumer’s readiness to accept innovations. The innovato

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Gong, Ruoquan. "A Review on the Impact of Advertising on Consumer." Advances in Economics, Management and Political Sciences 145, no. 1 (2025): 159–63. https://doi.org/10.54254/2754-1169/2024.ld19040.

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In order to influence consumer behaviour and purchasing decisions, advertising is a crucial marketing strategy for goods and services. Word-of-mouth advertising gave way to a variety of contemporary forms over time, including internet and television advertisements. Cialdini's six principles of persuasionconsistency, reciprocity, scarcity, consensus, liking, and authorityare among the psychological concepts that underpin many contemporary advertising methods that aim to pique consumers' interests and encourage purchases. The emotions, perceptions, and decisions of consumers are greatly influenc

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Vivek Chaturvedi, Vivek Chaturvedi, and Dr Naval Singh Dr. Naval Singh. "The Influence of Social Media Marketing on Consumers Behavior." International Journal of Information Technology and Management 16, no. 1 (2024): 40–44. http://dx.doi.org/10.29070/jp4z2b17.

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Social media advertising's perceived utility, simplicity of use, entertainment, intrusiveness, andfrequency of use have been determined to be the most important elements influencing consumers'attitudes toward social media advertising, according to a new study. Customers' attitudes about socialmedia advertising are influenced by their perceptions of how easy it is to use. Consumers' attitudes towardsocial media advertising are influenced by factors such as perceived utility and intensity of social mediause, business reputation and incentives, perceived ad entertainment, perceived commercial int

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Cahyani, Ika Mei, Bayu Kurniawan, and Henry Casandra Gultom. "Pengaruh Konten Iklan Dan Ulasan Terhadap Keputusan Pembelian Di Otobox Indonesia Dengan Kepercayaan Konsumen Sebagai Variabel Intervening." Jurnal Ekonomi Manajemen dan Bisnis (JEMB) 2, no. 2 (2023): 383–91. http://dx.doi.org/10.47233/jemb.v2i2.1222.

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This research was conducted with the aim of identifying how advertising content influences consumer trust. The influence of advertising content on purchasing decisions. The influence of reviews on purchasing decisions. The influence of consumer trust on purchasing decisions. The influence of advertising content on purchasing decisions is mediated by consumer trust and the influence of reviews on purchasing decisions is mediated by consumer trust. The population in this study were all Otobox Indonesia consumers in Semarang, Central Java. The sample in this study was a portion of Otobox Indonesi

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Kaur, Rupinder. "Behavior of the Consumer Towards the Advertisement." Mathematical Statistician and Engineering Applications 70, no. 1 (2021): 101–8. http://dx.doi.org/10.17762/msea.v70i1.2150.

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This research piece examines how advertisements influence consumers' final purchase choices. Customers' attitudes and actions toward a product may be impacted by the advertising campaign's portrayal of the brand, its persuasiveness, and the presence of a celebrity endorsing the product. Advertising influences consumer behavior through shaping consumers' perceptions of the product. The research shows that consumers are greatly influenced by commercials that are both creative and well produced. Quality and cost are also taken into account since they have an effect on customer decisions. The poin

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Farooq, Samiya, and Adeel Maqbool. "Advertising as An Influencing Factor on Consumer Behavior." Revista de Gestão Social e Ambiental 18, no. 9 (2024): e06587. http://dx.doi.org/10.24857/rgsa.v18n9-076.

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Objectives: The objective of this study is to examine the role of advertising as a management strategy in contemporary business environments. It aims to explore how advertising interacts with customers and influences both internal and external organizational processes and activities. Additionally, the study seeks to address misconceptions surrounding advertising's purpose and societal impact, particularly regarding its perceived manipulation of consumers for monetary gain. Methods: This study employs a qualitative approach to investigate the role of advertising in modern business practices. It

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Deng, Li. "The Impact of Social Media Advertising on Consumers' Purchasing Decisions." SHS Web of Conferences 215 (2025): 01012. https://doi.org/10.1051/shsconf/202521501012.

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With the rapid development and popularity of social media, social media advertising has become an indispensable part of enterprise marketing strategy. This study aims to explore the impact of social media advertising on consumers' purchasing decisions. Through literature review, questionnaire survey and data analysis, this paper in-depth studies the characteristics of social media advertising, consumers' attitudes towards social media advertising and the mechanism of social media advertising's influence on consumer purchasing behavior. The results show that social media advertising can signifi

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Magee, Robert G. "Environmental worldview beliefs and CSR advertising." Social Responsibility Journal 15, no. 3 (2019): 379–94. http://dx.doi.org/10.1108/srj-11-2017-0229.

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Purpose This paper aims to show how environment-related worldview beliefs, in addition to specific persuasion knowledge, can influence how a consumer responds to ads about corporate social responsibility (CSR) projects. Design/methodology/approach Two experiments manipulated ad copy and consumers’ persuasion knowledge to examine the effects of consumers’ environmental worldview beliefs on their judgments of a firm’s CSR reforestation project. Findings When an ad presented ambiguous information, both consumers’ persuasion knowledge and their environmental worldview influenced the attribution of

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Sri Winda Hardiyanti Damanik, Fitrianingsih, Sarwoto, and Indah Permata Sari. "THE EFFECT OF ADVERTISING ON TELEVISION MEDIA, REPUTATION, INFORMATION QUALITY ON PURCHASE INTEREST IN TOKOPEDIA (STUDY ON TOKOPEDIA CONSUMERS IN TEBING HIGH)." International Journal of Economic, Business, Accounting, Agriculture Management and Sharia Administration (IJEBAS) 3, no. 3 (2023): 995–1004. http://dx.doi.org/10.54443/ijebas.v3i3.957.

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The television media advertising variable (X1) has a positive and significant effect on the purchase intention variable (Y) for Tokopedia consumers in Tebing Tinggi. This means that television media advertising is one of the determining factors that influence consumer buying interest. the better the television media advertising used by the company, the more interest in buying it will increase in consumers. The reputation variable (X2) has a positive and significant effect on the purchase intention variable (Y) for Tokopedia consumers in Tebing Tinggi. This means that reputation is one of the d

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Wang, Chenyan. "To What Extent Does Online Advertising Influence Consumer Purchases?" Journal of Applied Economics and Policy Studies 9, no. 1 (2024): 13–22. http://dx.doi.org/10.54254/2977-5701/9/2024069.

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This research is to evaluate the extent to which online advertisements influence consumer purchases. With the popularization of the Internet, online advertising has become increasingly rich and diverse. First of all, this research analyzed the history of advertising and how advertising works, explored all the different types of advertising. Then, based on the existing research content and practical situation, three representative types of influential advertisements were selected from various types of online advertising for research. These three representative types of advertisements are: paid

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Fitria, Ida Jalilah, and Taufik Qurohman. "Pengaruh Iklan terhadap Minat Beli Konsumen pada Produk Smartphone Oppo." Portofolio: Jurnal Ekonomi, Bisnis, Manajemen, dan Akuntansi 18, no. 1 (2022): 26–37. http://dx.doi.org/10.54783/portofolio.v18i1.207.

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This study aims to determine (1) What is the consumer's perception of OPPO smartphone advertising (2) What is the buying interest of OPPO smartphone consumers (3) How does advertising affect the purchase interest of OPPO smartphone consumers. This research method is inferential statistics that are descriptive and verification. The definition of advertising is taken according to Kotler and Keller (2018; 631) where advertising is any payment from a non-personal company and promotion of ideas, goods, or services by identified sponsors, while Buying Interest According to Sciffman and Kanuk (in Adi

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Adawiyah Sis, Atika Robiatun, and Albari ,. "PENGUKURAN EFEKTIFITAS PENGIKLANAN LINGKUNGAN MELALUI IKLAN TELEVISI (PENDEKATAN MODEL AIDA)." KINERJA 19, no. 1 (2017): 16. http://dx.doi.org/10.24002/kinerja.v19i1.531.

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Advertising can no longer be simply regarded as one type of marketing communications but it shouldÂ be packaged as one seed strategy in the context of the overall marketing strategy. In the development of theterm advertising or advertising green environment, it is stated as a strategy that tries to create a culture andÂ identity of the consumers who care about the environment. This study measures the environmental importanceof advertising that is linked to the purpose of advertising itself based on AIDA approach. The study is conductedÂ with the involvement of consumers who have seen a particu

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Eisend, Martin, and Farid Tarrahi. "How Marketer Actions Influence Persuasion Knowledge: Meta-Analytic Evidence of a Nonlinear Relationship." Journal of Public Policy & Marketing 41, no. 2 (2022): 107–23. http://dx.doi.org/10.1177/07439156221076166.

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Persuasion knowledge development helps consumers cope with marketplace persuasion, leads to better consumer decision making, and adds to consumer well-being. While significant research exists on the impact that individual factors (e.g., age) and cues (e.g., sponsorship disclosure messages) have on consumers’ persuasion knowledge development, little is known about the influence of marketer actions, such as advertising spending. This is surprising, as marketer activities provide a major source of information for consumers’ persuasion knowledge learning and practice and can theoretically either s

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HROMOVA, Olga, Anastasiya ABDULLAEVA, and Valeriya SHPAK. "INFLUENCE OF ADVERTISING AS A MARKETING TOOL ON CONSUMER BEHAVIOR." Herald of Khmelnytskyi National University. Economic sciences 312, no. 6(1) (2022): 35–38. http://dx.doi.org/10.31891/2307-5740-2022-312-6(1)-5.

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The article analyzes the main aspects of the influence of advertising as a marketing tool on consumer behavior, its types, and its meaning. The advantages and disadvantages of advertising methods are determined with the aim of studying them as an effective marketing tool. The advantages of implementing Internet advertisements have been established. Particular attention is paid to the study of modern trends. Examples of global experience in the use of advertising are given. Thus, in today’s world, advertising is undoubtedly one of the main drivers of trade. It helps to learn about new products

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Dewangga Puri, Dyah Anindita. "PENGARUH RASA BERSALAH DAN PERASAAN YANG MENYEBABKAN RASA BERSALAH PADA PERILAKU PEMBELIAN KONSUMEN TERHADAP MEREK HIJAU." Jurnal Riset Ekonomi dan Manajemen 16, no. 2 (2016): 247. http://dx.doi.org/10.17970/jrem.16.160207.id.

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ABSTRACTIn the early 1990s, environmental issues are appointed as joint problems that need to be taken seriously by many parties (Grillo et al., 2008). Governments, organizations, entertainers and consumers share responsibility in maintaining and protecting the environment for future generations. In the field of marketing, environmental issues is not only the responsibility of the marketer, but also all consumers. For marketers, environmental issues can be a competitive advantage criteria that influence consumer buying behavior. The purpose of this study was to determine the influence of consu

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Achmad Rizky and Abdul Waris. "Pengaruh Iklan dan Potongan Harga terhadap Keputusan Pembelian Konsumen Marketplace Tokopedia di Kota Malang." Transformasi: Journal of Economics and Business Management 3, no. 4 (2024): 117–36. https://doi.org/10.56444/transformasi.v3i4.2177.

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Tokopedia, as a marketplace with the highest number of website visitors in Indonesia, certainly has advantages that become its appeal. Advertising and price discounts are factors that influence consumers to make purchasing decisions. This research is conducted to determine the influence of advertising and price discounts on the purchasing decisions of Tokopedia marketplace consumers in Malang City. This research was quantitative research using two independent variables, advertising and price discounts, and purchasing decisions as the dependent variable. The population of this study consisted o

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Saranya, Ajithkumar. "A Micro Level Study on the Impact of Advertisement on Consumer Behaviour in Kerala." Shanlax International Journal of Arts, Science and Humanities 6, no. 1 (2018): 19–22. https://doi.org/10.5281/zenodo.1323568.

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The main aim of any business is to produce goods and services for sales and profit maximization. Businesses need to have adequate sales in order to cover all the cost and to get abnormal profit. For generating greater sales, business needs to market their product, price, place and promotion. Promotion is one of the factors that pressure sales advertising comes under the promotional mix. It is believed that through good support, businesses can generate greater sales by influencing consumer buying decision. Advertising plays an essential role in the modern society. Without advertising, an averag

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Setijanto, Augustinus, Mohammad Hamsal, Asnan Furinto, and Rano Kartono. "Disclosing the Impact of Millennial Attitude Toward Instagram Advertising on Their Attitude Toward Brand and Purchase Intention in Pandemic COVID-19." E3S Web of Conferences 388 (2023): 03029. http://dx.doi.org/10.1051/e3sconf/202338803029.

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The pandemic COVID-19 has brought changes in Indonesian consumer behaviour. Brands in Indonesia need to invest in Instagram advertisements to cope with the change in consumers' behaviour during the pandemic COVID-19. This study investigates the impact of Instagram's advertising effectiveness on building consumers' attitudes on brand and purchase intention. This study adopts a quantitative method through an online survey of 446 respondents. The data were analyzed using structural equation modelling (SEM). The result stated that entertainment and personalization positively influence millennial a

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Irfan Bashir, Shahzada, M. Harshit Rao, Jasmine Bhakta, and Ipsa Pani. "The Influence of Social Media Advertising on Fostering Brand Loyalty." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 09, no. 04 (2025): 1–9. https://doi.org/10.55041/ijsrem44188.

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With the increasing integration of social media into everyday life, brands are turning to these platforms as a primary channel for engaging with consumers. This study examines the influence of social media advertising on fostering brand loyalty, focusing on key factors such as consumer engagement, influencer collaborations, and personalized advertising. A survey-based approach was used to collect data, and statistical analyses, including correlation and regression testing, were conducted to evaluate the relationship between social media influence, brand trust, and brand loyalty. The findings s

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Wirya, Yosephine Hannie, and Tantri Yanuar Rahmat Syah. "Consumer Product Involvement, Attitude and Cognition Towards Ad, and Perceived Value Concerning Purchase Intentions." Jurnal Dinamika Manajemen 13, no. 2 (2022): 173–84. http://dx.doi.org/10.15294/jdm.v13i2.34679.

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An advertisement can be effective if the advertisement content and message conveyed by the marketer are right on target, and consumers are motivated to make a purchase. Where consumer’s purchase intentions are formed from the harmonious integration of various factors, both in terms of products marketed through advertising media to consumer responses themselves after they are exposed to advertising impressions. This study is based on a survey of 135 online respondents in Indonesia. The proposed hypotheses were tested using Structural Equation Model using the LISREL program. This study aims to e

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Lakshminarashiman S. "Impact of Advertisement on Consumer Behaviour with reference to Hindustan Unilever Soap Products." Journal of Development Economics and Management Research Studies 10, no. 16 (2023): 25–33. http://dx.doi.org/10.53422/jdms.2023.101604.

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Advertisement has a significant impact on consumer behaviour in the soap products market, especially in the case of Hindustan Unilever Limited (HUL), a leading FMCG company in India. The study aims to explore the impact of advertisement on consumer behaviour regarding HUL's soap products. The research methodology involved the collection of primary data through a questionnaire survey conducted among a sample of 150 respondents in Chennai The findings indicate that advertising significantly influences consumers' behaviour when purchasing HUL's soap products. The majority of respondents reported

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Vishal Gaur and Dr. Arvind Kumar Saxena. "To Evaluate the Influence of Demographic Factors on Purchase Behaviour." Journal of Advances in Science and Technology 20, no. 1 (2024): 214–19. http://dx.doi.org/10.29070/n1qp4e77.

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Advertising in the media has become increasingly important in today's competitive marketing environment. The purpose of this research is to investigate the numerous ways in which advertising in the media influences consumers' choice of product across different markets. The research takes a holistic tack, utilizing quantitative and qualitative methods to present a whole picture of the topic under study. Theoretical foundations of consumer behavior and the function of media advertising within this context are explored initially. The study builds on well-established theories like the Elaboration

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Vwighren, Hannah Emuobosa. "Influence of Digital Advertising on Consumers Buying Behaviour in Delta State." British Journal of Marketing Studies 11, no. 1 (2023): 40–58. http://dx.doi.org/10.37745/bjms.2023/vol11n14058.

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This paper examines the relationship between digital advertising and consumer purchasing behaviour in Delta State, Nigeria. Backed by the theory of Technological determinism, data from 392 respondents were analyzed in a sample survey using structured questionnaires. Findings show respondents are aware of the nature of digital advertising, such as pop-up advertising; email advertising; social media; search engine optimization (SEO); pay-per-click (PPC) as available channels. Also important is the pattern of consumer buying behaviour, which is largely based on stringent factors. There is also a

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Negi, Rakshit. "Factors That Influence the Rural Women Consumer on Making Purchase Decision." Mathematical Statistician and Engineering Applications 70, no. 1 (2021): 109–16. http://dx.doi.org/10.17762/msea.v70i1.2151.

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The availability and popularity of computers have risen in recent years. E-rise commerce's to prominence along with the expansion of the internet itself is a direct result of these two factors. The e-commerce sector in India has also expanded rapidly. Consumers are becoming more knowledgeable about the options available to them via online marketplaces. In this research, we investigate the ways in which rural women's purchasing decisions are influenced by advertisements and by other factors. Virtually every product may benefit from advertising in the mass media. Advertising's primary purpose is

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Spasova, Lyubomira. "Influence of territorial distribution on verbal-visual advertisements." Business & Management Compass 68, no. 3 (2024): 5–18. http://dx.doi.org/10.56065/98ewyz45.

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The study of verbal-visual cognitive styles of advertising of consumers is a new scientific study that aims to prove that cognitive affiliation is a determinant of successful advertising communication. The present scientific work aims to distribute the consumers of advertising according to the scale of Kirby et al. (1988), as well as according to their territorial distribution. Consumers from Asian countries are formed as high verbalizers and consumers from European countries as high visualizers. Users from the Balkan countries have high values on the Dreams subscale. Through correlation depen

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V. Kalaiarasi, M. Vigneshkumar, Vikram Bajaj, Archana R. Motta, C. Muralikumaran,. "Impact of Social Media Advertising on Consumer Buying Behavior - An Empirical Study." Tuijin Jishu/Journal of Propulsion Technology 44, no. 4 (2023): 7747–54. http://dx.doi.org/10.52783/tjjpt.v44.i4.2672.

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This study examines the influence of social media advertising on consumer purchasing behaviour. Amidst the prevalence of digital communication and online interactions, it is imperative for businesses to comprehend the impact of social media on consumers' buying choices. The study utilises a comprehensive methodology, investigating the many phases of the consumer decision-making process that are influenced by social media advertising. The study highlights several important elements, including the impact of social media exposure on brand recognition, the efficacy of targeted advertising in reach

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Lestari, Fina Ayu. "THE INFLUENCE OF ADVERTISING STAR CHARACTERISTICS ON MARKET SHARE: Beautiful and Famous Celebrity Endorser." AKADEMIK: Jurnal Mahasiswa Ekonomi & Bisnis 2, no. 3 (2022): 103–12. http://dx.doi.org/10.37481/jmeb.v2i3.555.

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Various ways are used to influence consumers to make purchases, one of which is by using advertising stars that are relevant to the product and target market. In the beauty business, using ad stars who are beautiful and popular is believed to have a broad influence on market share, so that product sales increase. This research was conducted to test the attractiveness of advertising stars on consumer purchasing decisions for a beauty product. To prove this conjecture, a quantitative approach is used with Particle Least Square analysis. Respondents in this study were users of Pixy brand beauty p

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Christea, Keisia, and Puspita Chairun Nisa. "Pengaruh Advertising Disclosure Language terhadap Minat Beli Produk Beauty and Fashion di Instagram dengan Source Credibility sebagai Variabel Intervening." Jurnal Manajemen dan Organisasi 13, no. 1 (2022): 12–22. http://dx.doi.org/10.29244/jmo.v13i1.37510.

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Influencer marketing is a form of advertising in which the paid relationship between marketers and sponsors is not very clear. This relationship is clarified using advertising disclosure to protect consumer rights. The research investigates the influence of advertising disclosure on the sub-dimensional credibility of the source, namely attractiveness, expertise, and trustworthiness, as well as its direct and indirect influence on purchase intentions. The PLS-SEM analysis used data obtained from Instagram users aged 18-34 in Bekasi and Jakarta, had previously expressed an interest in buying bea

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Hasna Nauvalin and Danang Kurniawan. "Analisis Minat Beli Konsumen Raudhah Scarf Kudus: ditinjau dari Kredibilitas Brand, Islamic Advertising, dan Preferensi Konsumen." Jurnal Nuansa : Publikasi Ilmu Manajemen dan Ekonomi Syariah 2, no. 3 (2024): 401–12. http://dx.doi.org/10.61132/nuansa.v2i3.1249.

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This research aims to determine whether the variables of brand credibility, islamic advertising, and consumer preferences have an effect on the purchasing interest of Raudhah Scarf Kudus consumers, both partially and simultaneously. This research is a field study with a quantitative approach. The population used is the community of Kudus City. The sample size taken is 100 respondents. The results of the data analysis indicate that: 1) brand credibility does not affect consumer purchase interest, as shown by the t value of 0.258 < t table 1.98498. 2) islamic advertising has an effect on cons

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Ilakkiya.S and Dr. P. Tamilselvan. "The Impact of Social Media Advertising on Consumer Behavior." International Journal of All Research Education and Scientific Methods 13, no. 04 (2025): 1480–84. https://doi.org/10.56025/ijaresm.2025.1304251480.

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The purpose of this research is to establish how social media advertising has influenced consumer behaviors and attitudes; consequently, the paper will discuss elements including quality, frequency, platforms, and target audience. Brands have come to consider social media as key media through which they can convey messages directly to large and diverse audiences; an ability that interactive advertising cannot be attained from traditional media. Through gathering responses from cross-sectional consumers and analyzing a selection of successful social media campaigns, this paper seeks to discover

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Vishal Gaur, Vishal Gaur, and Dr Arvind Kumar Saxena Dr. Arvind Kumar Saxena. "To Evaluate the Influence of Demographic Factors on Purchase Behaviour." International Journal of Information Technology and Management 18, no. 2 (2024): 22–27. http://dx.doi.org/10.29070/yn5pf695.

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Advertising in the media has become increasingly important in today's competitive marketingenvironment. The purpose of this research is to investigate the numerous ways in which advertising in themedia influences consumers' choice of product across different markets. The research takes a holistictack, utilizing quantitative and qualitative methods to present a whole picture of the topic under study.Theoretical foundations of consumer behavior and the function of media advertising within this context areexplored initially. The study builds on well-established theories like the Elaboration Likel

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Ms., G. Nirmala, and N. Panchanatham Dr. "Influence of Television Advertising in Acquiring Cosmetics with Special Reference to Women Consumers in Puducherry." International Journal of Trend in Scientific Research and Development 3, no. 5 (2019): 73–78. https://doi.org/10.5281/zenodo.3589615.

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Television advertising helps individual consumers to evaluate different cosmetic products available in the market and to select the best one which fulfils their expectation. The purpose of this study is to find the extent to which women consumers grab information from television advertising. Women take final decision related to acquiring a product and encourage others to accept the decision in their family. Television advertising is one of the best tools in the hands of the marketer, to make the consumer acquire the product. Even though a lot of money is wasted or invested in a television adve

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Handayani, Nadya Tri, and Mahir Pradana. "The Influence of Brand Ambassador and Advertising Appeal on A Skincare Product Purchase Decision." WSEAS TRANSACTIONS ON COMPUTER RESEARCH 11 (September 21, 2023): 352–61. http://dx.doi.org/10.37394/232018.2023.11.32.

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The purpose of this study was to determine how NCT Dream’s status as a brand ambassador and his or her promotional attractiveness influenced consumers’ purchasing choices. A quantitative, descriptive research design was adopted for this study. The data for this study came from the 385 respondents who answered questionnaires with certain criteria—living in Bandung, Indonesia, being aware of and buying items, and having watched advertising with the brand ambassador. The data were processed using a variety of linear regression analytic techniques. The results of several research demonstrate how a

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A. S., Mounir. "An Overview of the Functions and Role of Advertising as a Communication Tool in Belarus, Egypt, and the UK." World Journal of Social Science Research 10, no. 2 (2023): p29. http://dx.doi.org/10.22158/wjssr.v10n2p29.

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This article is meant to focus on the fundamental functions of advertising as a communicative tool. It shines the spotlight on the communicative functions of advertising, and the role of advertising in three countries Belarus, Egypt, and the UK. I committed to show the functions of advertising and its characteristics and approaches in the three countries. The functions of advertising as a communication tool is to inform consumers, provides consumers with information, connects advertisers and consumer audience in the market, and alter how consumers view a specific issue. Moreover, advertising c

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Anisti, Anisti, Tuty Mutiah, and Kristina Natalia. "The Influence of Advertising on Wardah Cosmetic Purchasing Decisions (Case Study of Germasa GPIB Petra Women)." Jurnal Indonesia Sosial Teknologi 5, no. 10 (2024): 3953–73. http://dx.doi.org/10.59141/jist.v5i10.5779.

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Advertising plays an important role in influencing consumer perceptions and attitudes towards products, especially for well-known brands like Wardah. Advertising strategies help build a positive image and increase consumer interest. Research shows that consumers are more likely to buy products from well-known brands than lesser-known brands. Wardah, which is widely known by Germasa GPIB Petra women, allows consumers to recognize and create their image. Wardah's advantages include a halal guarantee from MUI and its availability in various online and offline stores. Quantitative research method

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Ajayi, Oluseyi, and Babatunde Musiliu Abina. "Emotional Advertising and Consumer Brand Love: The Indomie Noodles Experience." Wayamba Journal of Management 15, no. 1 (2024): 101–11. http://dx.doi.org/10.4038/wjm.v15i1.7619.

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Consumers are beings with range of myriad emotions and even more complex backstories. In modern-day marketing activities, the importance of concepts like brand love has begun to blossom as marketers’ shifts from facilitating unique sales propositions to building emotional relationships with their brand consumers. In an increasingly competitive market, with the winner being the brand that can hold consumer attention and therein their purchasing capabilities, advertising is now more focused on the brand and the image or personality the brand portrays to consumers. Using the stimulus–organism–res

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Reonald, Novel, and Dian Irma Aprianti. "Advertising Exposure, Word of Mouth, and Generation Z Consumer Loyalty in Online Marketplace: The Mediating Influence of Brand Awareness." Khazanah Sosial 6, no. 2 (2024): 249–59. http://dx.doi.org/10.15575/ks.v6i2.34160.

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This study investigates the influence of advertising exposure and word of mouth (WOM) on Generation Z consumer loyalty, examining the mediating role of brand awareness in the context of online purchases on marketplace platforms. We employed a quantitative descriptive approach, gathering primary data through questionnaires and observations of Generation Z consumers who have made at least two purchases on Shopee. Data analysis was conducted using Partial Least Squares Structural Equation Modeling (PLS-SEM) with the aid of the WarpPLS 7.0 software. The findings reveal that both advertising exposu

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Ahmed, Ahmed Michail Awad, and Abdul Kadir Bin Othman. "The Effect of False Advertising on Consumer Online Purchase Behavior with the Mediating Effect of e-WOM: Consumers in Malaysia." Information Management and Business Review 16, no. 2(I)S (2024): 115–28. http://dx.doi.org/10.22610/imbr.v16i2(i)s.3774.

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Advertising is one of the main contributors to the rising number of online shoppers worldwide. The use of advertising in this digital era has become a powerful tool for the persuasion of consumers. However, some organizations have adopted false advertising as their marketing strategy. The purpose of this study is to analyze the factors that influence consumers’ online shopping behavior. The study focuses on the three independent constituent factors of false advertising, namely, unethical advertising, misleading information, and deception. The dependent variable is online purchase behavior. A q

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Michael, Michael, and Yokie Radnan Kristiyono. "THE IMPACT OF BRAND IMAGE, ADVERTISING, QUALITY OF SERVICE ON REPURCHASE INTENTION, AND ELECTRONIC WORD OF MOUTH MEDIATED BY CUSTOMER EXPERIENCE AT SHOPEE ONLINE STORE." Media Riset Bisnis & Manajemen 22, no. 2 (2024): 107–22. http://dx.doi.org/10.25105/mrbm.v22i2.15484.

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There is the goal of this study, namely to determine the effect of Brand Image on Consumer Experience, Advertising on Consumer Experience, Service Quality on Consumer Experience, Consumer Experience on Repurchase Intention, Consumer Experience on Electronic Word of Mouth, as well as knowing the effect of Consumer Experience that mediates Brand Image on Repurchase Intention, Consumer Experience mediating Advertising on Repurchase Intention, Consumer Experience mediating Service Quality on Repurchase Intention, Consumer Experience mediating Brand Image on Electronic Word of Mouth, Consumer Exper

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Le, Thi Mai, and Ngoc Anh Nguyen. "Influence of Tiktok Short Video Ads on Vietnamese Customers’ Purchase Intention for Cosmetic Brands." Malaysian Journal of Social Sciences and Humanities (MJSSH) 10, no. 5 (2025): e003415. https://doi.org/10.47405/mjssh.v10i5.3415.

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This study aims to explore the impact of short video advertising on TikTok on the purchase intention of Vietnamese consumers for cosmetic products. The objective is to identify the key factors influencing purchase intention, including entertainment, irritation, informativeness, interactivity, credibility, advertising value, and consumers' attitudes towards TikTok ads. The study uses quantitative methods through a survey with 240 respondents. The results show that entertainment, informativeness, and credibility have a positive impact on attitudes toward purchase intentions, while irritation has

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Pan, Piao, and Hao Zhang. "Research on Social Media Advertising Persuasion Based on the Elaboration Likelihood Model." SHS Web of Conferences 154 (2023): 03024. http://dx.doi.org/10.1051/shsconf/202315403024.

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Based on the elaboration likelihood model, this research investigates the in-fluence of central cues (advertising informativeness and advertising persuasiveness) and peripheral cues (social climate) on consumers’ advertising involvement and attitude towards advertising in social media. We collected 309 valid questionnaires as empirical data, and this study examined the research hypotheses with SmartPLS. The results show that: (1) Advertising persuasiveness has a significant impact on consumers’ advertising involvement, while advertising informativeness has no significant influence on advertisi

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Wei, Chenwen, Chao Wang, Lili Sun, Anxin Xu, and Manhua Zheng. "The Hometown Is Hard to Leave, the Homesickness Is Unforgettable—The Influence of Homesickness Advertisement on Hometown Brand Citizenship Behavior of Consumers." Behavioral Sciences 13, no. 1 (2023): 54. http://dx.doi.org/10.3390/bs13010054.

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The hometown brand is symbolic of a hometown and can induce homesickness in consumers. Especially for those who live in other countries, it can stimulate their inner sense of belonging, self-identity, and effectiveness, in turn generating a series of brand behaviors and promoting sustainable brand development. In this study, we adopt a situational experimental research method from the perspective of sense of place theory and social exchange theory in order to assess the regulatory mechanism of place attachment through the mediating mechanism of psychological ownership. In this way, we explore

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Лугова, Вікторія Миколаївна, Яна Миколаївна Кущ та Дарина Євгенівна Архипова. "ПСИХОЛОГІЧНІ АСПЕКТИ РЕКЛАМИ ЯК ІНСТРУМЕНТУ МАРКЕТИНГОВИХ КОМУНІКАЦІЙ". Bulletin of the Kyiv National University of Technologies and Design. Series: Economic sciences 127, № 5 (2019): 102–10. http://dx.doi.org/10.30857/2413-0117.2018.5.10.

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The paper provides insights to psychological aspects of advertising as marketing communication tools as well as a social and psychological phenomenon. The study seeks to explore the different types of advertising subject to their various effects on consumers, revealing the nature of rational and emotional advertising and the methods of their influence on consumers. The structure of socio-psychological effects of advertising on consumer’s behavior is also disclosed by accounting for their cognitive (gnostic), affective (emotional), conative (behavioral) characteristics. It is assumed that a cog

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Gong, Shuhui, Mohd Feroz Shah De Costa, Nurul'ain Binti Mohd Hassan, Yuting Yang, and Lu Liu. "The power of advertising in shaping test drive intentions for chinese electric vehicles: The moderating role of advertising literacy." Multidisciplinary Science Journal 7, no. 4 (2024): 2025153. http://dx.doi.org/10.31893/multiscience.2025153.

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China, as one of the world’s leading markets, has witnessed substantial growth in electric vehicle (EV) adoption, fueled by environmental benefits and strong government incentives. However, despite this growth, the transition from traditional internal combustion engine vehicles to EVs has been relatively slow, particularly among domestically produced Chinese brands. This study aims to analyze this marketing issue by investigating the impact of advertising on Chinese consumers’ intentions to test drive indigenous EVs—a crucial yet often overlooked step in the consumer decision-making process. T

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Miklosík, Andrej, Peter Starchon, Dana Vokounova, and Marína Korcokova. "The Future of TV Advertising Targeting Young Slovak Consumers." Marketing and Management of Innovations, no. 2 (2020): 122–38. http://dx.doi.org/10.21272/mmi.2020.2-09.

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The consumer preferences and behavior should be considered with the purpose to implement marketing strategies in today's world successfully. It is crucial to understand how consumers find information and how the consumer decision-making process develops in time. Therefore, for advertisers, considering the behavior of their target audience is of paramount importance. Integrated marketing communication programs reflect the way online search and traditional and new media, such as smartphones, TV, and social media, influence consumer decision-making. Young consumers, often referred to as generatio

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BEHRA, PRAGYANRANI. "Consumer Trust in the Age of Digital Advertising." International Scientific Journal of Engineering and Management 04, no. 06 (2025): 1–9. https://doi.org/10.55041/isjem04222.

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Introduction: In the digital era, advertising has undergone a radical transformation. From static billboards and television commercials, brands have shifted toward more dynamic, personalized, and interactive digital advertising strategies. While these techniques offer greater precision and reach, they also pose significant challenges—chief among them, the issue of consumer trust. With concerns over data privacy, ad fraud, and intrusive ad formats, modern consumers often view digital advertisements with skepticism. This research paper explores how digital advertising affects consumer trust, ana

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Fitriani Fitriani, Vebri Sugiharto, and Ade Khadijatul Z. Hrp. "Pengaruh Promosi terhadap Minat Beli Konsumen Dapur Atha Kecamatan Panyabungan Kabupaten Mandailing Natal." Jurnal Inovasi Ekonomi Syariah dan Akuntansi 1, no. 5 (2024): 150–62. http://dx.doi.org/10.61132/jiesa.v1i5.475.

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The purpose of this research is to determine the influence of advertising on consumer purchasing intentions in the Kitchen Equipment business and to determine the extent of the influence of advertising on consumer products. The research method used is a quantitative method with descriptive data using stratified sampling. The sample for this research consisted of 100 people and the measurement method used SPSS version 21 software. Data analysis used the t test, obtained tcount of 20.805 and ttable of 1.664 at a significance level of 5%, so that tcount > ttable was obtained. This shows that a

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Upadhyay, Dr Amit Kumar. "Impact of Advertising on Consumer Behaviour." INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT 08, no. 01 (2024): 1–10. http://dx.doi.org/10.55041/ijsrem27952.

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This research paper aims to comprehensively investigate and analyze the profound impact of advertising on consumer behavior. Advertising is a pivotal element in the marketing mix, influencing consumers' attitudes, perceptions, and decision-making processes. The study delves into various dimensions, including emotional appeals, cognitive responses, and the role of different advertising channels, to provide a nuanced understanding of how advertisements shape and influence consumer behavior. Keywords: Advertising, consumer behavior, emotional appeals, cognitive responses, advertising channels, pe

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