Impact of Digital Advertisements on Consumer E-Consumption Behavior
DOI:
https://doi.org/10.63062/trt/SG25.091Keywords:
Digital Advertisements, Consumer, E-Consumption BehaviorAbstract
The study investigates the evolving trends in consumer online consumption behaviors in the digital age. Its primary objective is to assess the impact of digital advertisements on consumers' e-consumption behavior, with a specific focus on the consumption values influenced by various digital advertising strategies. To explore this phenomenon, the study adopted a survey methodology, utilizing the Theory of Consumption Value as a theoretical framework. The sample consists of 1,270 students from the top six public sector universities in Khyber Pakhtunkhwa (KP), Pakistan. Data was collected through a self-constructed, close-ended questionnaire. The analysis of the collected data indicates that a significant percentage of respondents engage with digital advertisements, with many reporting that they frequently encounter floating ads on social media platforms. Furthermore, the findings reveal that the majority of respondents prefer online consumption methods, citing it as the most effective way to discover the products/services they need. Additionally, a notable number of respondents indicated that their online consumption behavior is motivated by a desire for social recognition and fame among their peers.
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