Impact of Media Advertisement on Consumer Behaviour

Consumer behavior (CB) is influenced by marketers through a variety of media platforms. Consumer engagement varies among the adverts on each platform. A greater knowledge of advertisements on various platforms and their effects on CB is now necessary because of how the digitalization of consumers’ media consumption has affected such behaviors. The impacts of advertisements on customer awareness (AWR), interest (INT), conviction (CON), purchase (PUR), and post-purchase behavior (PPUR) are the main topics of this article. These advertisements can be found on TV, radio, newspapers, magazines, and on the Internet. 529 students from India who responded to an online survey provided data. The data were analyzed using statistical procedures like Cronbach’s alpha, exploratory factor analysis (EFA), and Kruskal-Wallis (K-W) test. Results reveal that newspaper ads had an impact on every CB stage. The effects of TV and the Internet on AWR, INT, and CON are statistically significant. PUR and PPUR are positively impacted by magazines and newspapers.


The impact of media advertising on consumer behavior can be significant. Here are some of the ways in which advertisements can affect consumer behavior:

1. Brand Awareness: Advertisements can inform consumers about the existence of a product and help them become more familiar with the brand. This can lead to increased recognition and recall of the brand, which may influence future purchase decisions.


2. Product Information: Advertisements can provide consumers with information about the features and benefits of a product. This can help consumers make more informed purchase decisions in the future.


3. Entertainments: Advertisements can be entertaining and engaging for viewers. This can create a positive association with the brand and increase the likelihood of future purchases.


4. Emotional Response: Advertisements can elicit emotional responses from consumers, which can influence their attitudes towards the brand and their purchase intentions.


5. Consumer Behaviour: Understanding consumer behavior is crucial for creating effective advertisements. By analyzing consumer responses to advertisements, marketers can create more relevant ads that trigger consumers to buy or be interested in the brand.




Different types of media can impact consumer behavior in various ways. Here are some examples:

Television (TV)

Social Media


  • Print advertisements can be more targeted and reach a specific audience.
  • Print ads can also be more informative and provide detailed information about the product or service.
  • Print ads can be more permanent and tangible, which can create a lasting impression on readers.

Overall, different types of media can impact consumer behavior in various ways. TV ads can reach a wide audience and provide detailed information, social media can be used to build brand awareness and engage with consumers and print ads can be more targeted and informative. Understanding the strengths and weaknesses of each type of media can help marketers create more effective advertising campaigns.


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