Advertising and Consumers’ Buying Behavior: A Literature Review.
Abstract
Advertising remains a pivotal driver of consumer buying behavior, yet the empirical research in this area with respect to the effect varies across media, formats, and consumer characteristics. This systematic review seeks to review existing literature regarding the effect of advertising on consumer buying behavior. This review is to present a comprehensive review on the effect of advertising on consumer buying behavior and to provide a theoretical foundation for upcoming research. This study synthesized 23 peer-reviewed studies published between 2015 and 2024 to provide a comprehensive summary of advertising’s effect on consumer buying behavior. Adhering to PRISMA guidelines, the review employed a thematic synthesis to analyze findings related to emotional appeals, purchase intention, digital advertising impact, and mediating factors. The analysis reveals a predominantly positive effect of advertising exposure, emphasizing its persuasive power in shaping consumer attitudes and influencing decision-making. However, this effect is significantly mediated by factors such as trust, advertising creativity, perceived risk, consumer skepticism towards digital tactics, and category-specific needs. And also the finding revealed a positive correlation between advertising exposure, emphasizing the persuasive power of advertising in shaping consumer buying behavior and influencing their purchase intention and decision-making process it is mainly positive, as indicated by the articles reviewed. Practical implications are derived to equip marketers, practitioners, advertisers, and policymakers with actionable strategies for developing more effective advertising approaches in the face of rapid technological advancements and evolving consumer preferences. Further, this review contributes to the existing body of knowledge by offering a synthesized, contemporary perspective on advertising's intricate relationship with consumer behavior.
DOI: https://doi.org/10.54663/2182-9306.2026.v.14.n.26.326-361
Keywords
Full Text:
PDFReferences
Abayi, M., & Khoshtinat, B. (2016). Study of the impact of advertising on online shopping tendency for airline tickets by considering motivational factors and emotional factors. Procedia Economics and Finance, 36, 532–539. https://doi.org/10.1016/S2212-5671(16)30065-X
Aqsa, M. R., & Risal, M. (2015). Impact of online advertising on consumer attitudes and interests buy online (survey on students of internet users in Makassar). International Journal of Scientific & Technology Research, 4(4), 230–236.
Arief, M., Mustikowati, R., & Chrismardani, Y. (2023). Why customers buy an online product? The effects of advertising attractiveness, influencer marketing and online customer reviews. LBS Journal of Management & Research, 11(1), 1–20. https://doi.org/10.1108/LBSJMR-09-2022-0052
Asogwa, C. E. (2020). Computer-mediated advertising as a correlate of buying behavior among youths from South-East Nigeria. SAGE Open, 10(3). https://doi.org/10.1177/2158244020938701
Awan, A. G. (2016). Effects of advertisement on consumer’s buying behavior with references to FMCGs in Southern Punjab-Pakistan. Journal of Marketing and Consumer Research, 19, 22–30.
Bandara, D. D. (2021). Impact of social media advertising on consumer buying behaviour: With special reference to fast fashion industry. Sri Lanka Journal of Marketing, 7(2), 80–103. https://doi.org/10.4038/sljmuok.v7i2.65
Cacioppo, R. E. (1986). The elaboration likelihood model (ELM). Springer-Verlag New York Inc.
Dholakiya, S., & Doshi, V. (2022). A study on effect of advertisement on consumer behavior. Journal of Modern Management & Entrepreneurship (JMME), 12(2), 23–26.
Dogaru, I., Furnham, A., & McClelland, A. (2024). Understanding how the presence of music in advertisements influences consumer behavior. Acta Psychologica, 248, 1–8. https://doi.org/10.1016/j.actpsy.2024.104333
Duffett, R. G. (2015). Facebook advertising’s influence on intention-to-purchase and purchase amongst Millennials. Internet Research, 25(4), 498–526. https://doi.org/10.1108/IntR-01-2014-0020
Elo, S., & Kyngäs, M. (2014). Qualitative content analysis. SAGE Open, 4(1). https://doi.org/10.1177/215824401452263
Falebita, O., Ogunlusi, F., & Adetunji, A. T. (2020). A review of advertising management and its impact on consumer behavior. International Journal of Agriculture Innovation, Technology and Globalization, 1(4), 354–374. https://doi.org/10.1504/IJAITG.2020.111885
Ghanbarpour, T., Sahabeh, E., & Gustafsson, A. (2021). Consumer response to online behavioral advertising in a social media context: The role of perceived ad complicity. Psychology & Marketing, 39(10), 1853–1870. https://doi.org/10.1002/mar.21703
González-Cabrera, J., Caba-Machado, V., Feijóo, B., Díaz-López, A., Escortell, R., & Machimbarrena, J. M. (2024). The moderating effect of understanding advertising intent on the relation between advertising recognition and problematic use of loot boxes among minors: An exploratory study. Acta Psychologica, 249, 104476. https://doi.org/10.1016/j.actpsy.2024.104476
Hanaysha, J. R. (2022). Impact of social media marketing features on consumer's purchase decision in the fast-food industry: Brand trust as a mediator. Journal of Open Innovation: Technology, Market, and Complexity, 8(2), 100102. https://doi.org/10.1016/j.jjimei.2022.100102
Hermans, M., Cleeren, K., & Raassens, N. (2024). The effectiveness of advertising and price during conflict delistings. International Journal of Research in Marketing, 42, 866–885. https://doi.org/10.1016/j.ijresmar.2024.12.001
Ivwighren, H. E., Ogwezi, J. O., & Igben, H. (2023). Relationship between digital advertising and consumer purchasing behavior in Delta State, Nigeria. European Journal of Business and Innovation Research, 11(7), 87–102. https://doi.org/10.37745/ejbir.2013/vol11n787102
Jabeen, R., Khan, K. U., Zain, F., Atlas, F., & Khan, F. (2024). Investigating the impact of social media advertising and risk factors on customer online buying behavior: a trust-based perspective. Future Business Journal, 10(1), 1–14. https://doi.org/10.1186/s43093-024-00411-8
Kappa, C. J. (1960). A coefficient of agreement for nominal scales. Educational and Psychological Measurement, 20(1), 37–46. https://doi.org/10.1177/001316446002000104
Kotler, P., & Keller, K. L. (2012). Marketing management (14th ed.). Pearson.
Kumar, R. (2017). Pester power and advertisements influence on purchase of food products in a convenience store. Asian Journal of Management, 8(1), 204–214. https://doi.org/10.5958/2321-5763.2017.00032.4
Maddodi, C. B., & Upadhyaya, P. (2023). In-app advertising: a systematic literature review and implications for future research. Spanish Journal of Marketing - ESIC, 28(3), 334–355.
Mahmoud, A. B., Hack-Polay, D., Grigoriou, N., Mohr, I., & Fuxman, L. (2021). A generational investigation and sentiment and emotion analyses of female fashion brand users on Instagram in Sub-Sahara Africa. Journal of Brand Management, 26(5), 526–544.
Majeed, M., Owusu-Ansah, M., & Ashmond, A.-A. (2021). The influence of social media on purchase intention: The mediating role of brand equity. Cogent Business & Management, 8(1). https://doi.org/10.1080/23311975.2021.1944008
Miller, C. J., Brannon, D. C., Salas, J., & Troncoza, M. (2021). Advertising, incentives, and the upsell: How advertising differentially moderates customer-vs. retailer-directed price incentives' impact on consumers' preferences for premium products. Journal of the Academy of Marketing Science, 49(2), 1043–1064. https://doi.org/10.1007/s11747-021-00791-1
Miller, G. A. (1956). The magical number seven, plus or minus two: Some limits on our capacity for processing information. Psychological Review, 63(2), 81–97. https://doi.org/10.1037/h0043158
Mishra, M., Kushwaha, R., & Gupta, N. (2024). Impact of sales promotion on consumer buying behavior in the apparel industry. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2310552
Mobrezi, H., & Khoshtinat, B. (2016). Investigating the factors affecting female consumers' willingness toward green purchase based on the model of planned behavior. Procedia Economics and Finance, 36, 441–447.
Munsch, A. (2021). Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration. Journal of Global Scholars of Marketing Science, 31(1), 10–29. https://doi.org/10.1080/21639159.2020.1808812
Popay, J., Roberts, H., Sowden, A., & Petticrew, M. (2006). Guidance on the conduct of narrative synthesis in systematic reviews: A product from the ESRC methods programme. Lancaster University. https://doi.org/10.13140/2.1.1018.4643
Rauwers, F., Remmelswaal, P., Fransen, M., Dahlen, M., & van Noort, G. (2018). The impact of creative media advertising on consumer responses: Two field experiments. International Journal of Advertising, 37(5), 749–768. https://doi.org/10.1080/02650487.2018.1480167
Rehman, F. U., & Al-Ghazali, B. (2022). Evaluating the influence of social advertising, individual factors, and brand image on the buying behavior toward fashion clothing brands. SAGE Open, 12(1). https://doi.org/10.1177/21582440221088858
Majeed, S., & Lu, C. (2017). Want to make me emotional? The influence of emotional advertisements on women’s consumption behavior. Frontiers of Business Research in China, 11(1), 1–25. https://doi.org/10.1186/s11782-017-0016-4
Setyadi, B., Helmi, S., & Santoso, A. (2024). Unraveling the influence of product advertising on consumer buying interest: exploring product knowledge, product quality, and mediation effects. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2349253
Singh, P., Sharma, B. K., Arora, L., & Bhatt, V. (2023). Measuring social media impact on impulse buying behavior. Cogent Business & Management, 10(3). https://doi.org/10.1080/23311975.2023.2262371
Singh, S. D., Ahuja, D., & Prakash, R. (2023). An extensive review of the advertising appeals and their impact on consumer behavior. FLORILEGIUM Management Theory, Research and Practices, 304–313.
Sriram, K., Prakash, N. K., Kamath, G. B., & Villace, T. (2021). Social media advertisements and their influence on consumer purchase intention. Cogent Business & Management, 8(1). https://doi.org/10.1080/23311975.2021.2000697
Tahat, L., Almasri, N., Tahat, T., Ismail, D., & Al-Ahmada, A. S. (2024). Assessing the influence of mobile direct social media advertising on consumer attitudes: A study of Kuwaiti consumers. Cogent Business & Management, 11(1). https://doi.org/10.1080/23311975.2024.2351107
Thomas, J., & Harden, A. (2008). Methods for the thematic synthesis of qualitative research in systematic reviews. BMC Medical Research Methodology, 8(45). https://doi.org/10.1186/1471-2288-8-45
Tranfield, D., Denyer, D., & Smart, P. (2003). Towards a methodology for developing evidence-informed management knowledge by means of systematic review. British Journal of Management, 14(3), 207–222. https://doi.org/10.1111/1467-8551.00375
Trivedi, P., & Pal, R. (2023). Effects of TV advertisement on consumer buying behavior: A comparative study of rural-urban and male-female consumers. Rabindra Bharati Patrika, 26(4), 102–109.
Voorveld, H. A., Meppelink, C. S., & Boerman, S. C. (2024). Consumers’ persuasion knowledge of algorithms in social media advertising: Identifying consumer groups based on awareness, appropriateness, and coping ability. International Journal of Advertising, 43(6), 960–986. https://doi.org/10.1080/02650487.2023.2264045
Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2), 81–97. https://doi.org/10.1037/h0043158
Refbacks
- There are currently no refbacks.
Copyright (c) 2026 Nehawi Mohammed Jemal
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
International Journal of Marketing, Communication and New Media
ISSN: 2182-9306
DOI: 10.54663/2182-9306
Qualis Periódicos - CAPES: B2
REBIB: Q2
Indexing:
WEB OF SCIENCE (WoS) & JOURNAL CITATION REPORTS (JCR)
QUALIS - GOOGLE SCHOLAR - LATINDEX - REDIB - RCAAP - OAJI - DRJI - MIAR - LIVRE - ERIH PLUS - INDEX COPERNICUS
