New Media Advertisement and its Impact on Buying Behaviour and Purchase Decision

Abstract

The goal of this study was to investigate and evaluate the elements influencing consumers' perceptions of social media advertising. The study looks into the new media advertisement and its impacts on buying behaviour of customers. Confirmatory factor analysis has been used to evaluate the validity and reliability of the measures. Furthermore, Simple random sampling is used in the quantitative research methodology. Data was collected through questionnaire distributed among new media users. The properly framed questions in questionnaire was measured using a 5-point Likert scale. Total 359 sample size is used. Five factors like attention grabbing, entertainment, credibility, creative character traits, and emotional appeal have been used to assess the purchasing behaviour of new media consumers. The purpose of this research paper is to examine the influence of new media advertisement and its effect on their purchasing decision making process. The study findings indicate that new media advertisements have the most significant influence on buying behavior of alternatives within the purchase decision-making process. By aligning these findings with relevant theories from the theoretical framework, the author intends to offer valuable insights to the new media advertisement.