Role of Digital Advertising on Consumer Purchase Intention: An Empirical Study of Retail Outlets in India

Abstract

Digital advertising has become an integral part of modern marketing strategies, as more and more consumers are relying on digital channels to make purchase decisions. This study aims to explore the impact of digital advertising on consumer purchase intention, with a focus on the key factors that influence consumer behaviour. Through a review of existing literature, this study identifies several key factors that can affect consumer purchase intention, including message quality, source credibility, personalization, and social influence. The findings suggest that digital advertising can have a significant impact on consumer purchase intention, particularly when it is tailored to the needs and preferences of the target audience. The study concludes by discussing the implications of these findings for digital marketing practitioners and offering suggestions for future research. Overall, this study provides valuable insights into the role of digital advertising in shaping consumer behaviour and highlights the importance of developing effective digital marketing strategies.