IMPACT OF DIGITAL MEDIA ADVERTISING ON CONSUMER PURCHASE INTENTIONS: AN EMPIRICAL ANALYSIS

International Journal of Research in Management Fields ISSN (P) 2577-1876 (O) 2577-4274 Available online on http://rspublication.com/IJRMF/IJRMF.html Volume 9 Issue 6 -2025 DOI: 10.5281/zenodo.17711472 Original Article ©2025 RS Publication, [email protected] 99 IMPACT OF DIGITAL MEDIA ADVERTISING ON CONSUMER PURCHASE INTENTIONS: AN EMPIRICAL ANALYSIS K.R. Nitinkrishna (Corresponding Author) Dr. M. Ganeash Babu Department of Management Mass College of Arts & Science, Kumbakonam. Affiliated to Bharathidasan University, Trichy, Tumkur 1. INTRODUCTION One of the most active and effective instruments of the contemporary marketing communication is the digital media advertising. The internet is undergoing a rampant growth, and with the spread International Journal of Research in Management Fields Available online on http://rspublication.com/IJRMF/IJRMF.html ISSN (P) 2577-1876 (O) 2577-4274 ARTICLE INFO ABSTRACT ©2025 RS Publication Paper ID: IJRMF692020FD5B8EC Received: 2025-10-26 Published: 2025-11-25 DOI: https://dx.doi.or g/10.5281/zenodo. 17711472 Page No: 99-115 This research was an empirical investigation of the effect of advertising through digital media on consumer buying behavior with reference to five attributes, i.e. informativeness, credibility, entertainment, personalization and intrusiveness. The research design used was quantitative, the data were gathered using the structured online questionnaire on 200 participants of the social media sites who were active. Correlation and multiple regression were used as descriptive and inferential tests to determine the relationship between the variables. The findings found that informativeness, credibility, entertainment and personalization are important positive predictors of consumer purchase intention whereas intrusiveness has an adverse effect on consumer purchase intention. Of these, the strongest predictor was ad informativeness. The model described 71 percent of the variance in purchase intention, which is significant in showing the high impact digital ad attributes have on the consumer when it comes to decision-making. The research finds that successful online advertising should find balance in terms of creativity, relevance, and credibility and be less intrusive to ensure building a better consumer connection and confidence. Keywords: Digital Advertising, Consumer Purchase Intention, Ad Informativeness, Ad Credibility, Ad Intrusiveness Cite This Paper: K.R. NITINKRISHNA AND Dr M GANEASH BABU (2025). "IMPACT OF DIGITAL MEDIA ADVERTISING ON CONSUMER PURCHASE INTENTIONS: AN EMPIRICAL ANALYSIS". INTERNATIONAL JOURNAL OF RESEARCH IN MANAGEMENT FIELDS (IJRMF), vol. 9, no. 6, 2025, pp. 99-115. DOI: https://dx.doi.org/10.5281/zenodo.17711472 International Journal of Research in Management Fields ISSN (P) 2577-1876 (O) 2577-4274 Available online on http://rspublication.com/IJRMF/IJRMF.html Volume 9 Issue 6 -2025 DOI: 10.5281/zenodo.17711472 Original Article ©2025 RS Publication, [email protected] 100 of smart phones and social networking sites, the nature of the interaction between the consumer and the brand has been changed. Digital advertising, unlike the conventional methods of sending advertisements like television, print, or radio, also allows them to interact with their followers, personalize, and examine the data in real-time. Companies are currently using the digital areas to connect with target groups in the most efficient manner, establish a brand resonance, and sway shopping habits. The digital advertisement however, has a strong influence on the consumer buy intentions depending on how the consumers perceive the content, whether it is informative or credible, entertaining, customized, or annoying. 1.1 Evolution and Growth of Digital Media Advertising In the last ten years, digital advertising has transformed into plain banner advertisements to highly interactive and information-based advertisements. Programmatic advertising, social media marketing, search engine advertising and influencer collaboration have transformed the manner in which companies market their products and services. The use of platforms such as Google, Facebook, Instagram, and YouTube has helped the brands to access millions of potential customers through targeted campaigns in terms of demographics, interests, and behavioral patterns. This development has also caused a dramatic change in the marketing budgets and companies are spending more resources in digital marketing. Reports in the global market indicate that digital advertisement spending has overtaken the traditional advertisement and this aspect highlights the increased impact of digital advertisement in influencing the consumer awareness and preferences. 1.2 Consumer Engagement and Behavioral Response Digital media advertising has brought accessibility as well as redefined the interaction between the consumer. Today the consumers are no longer passive consumers of information, but rather, they engage in brand conversations by liking, sharing, reviewing and commenting. This interactivity offers instant response and understanding of consumer preferences to the marketer. Issues like informativeness of ads, entertainment as well as credibility are critical to the extent to which customers perceive the ads that are generated online and whether such perceptions lead to positive buying intentions. On the other hand, in cases when the advertisements are viewed as annoying or irrelevant, they can produce irritation and affect the attitude of consumers towards the brand in a negative way. It is important to understand such reactionary responses in terms of coming up with International Journal of Research in Management Fields ISSN (P) 2577-1876 (O) 2577-4274 Available online on http://rspublication.com/IJRMF/IJRMF.html Volume 9 Issue 6 -2025 DOI: 10.5281/zenodo.17711472 Original Article ©2025 RS Publication, [email protected] 101 convenient digital campaigns that are both persuasive and consumer sensitive. 1.3 Rationale and Need for the Study Regardless of the increasing importance of digital advertising, there still is a knowledge gap as to which particular features of digital media advertising have the greatest impact on consumer purchase intentions. Although general advertising effectiveness has been studied by numerous researchers, limited studies have offered an empirical study on the combination of the impact of informativeness, credibility, entertainment, personalization, and intrusiveness on consumer decision-making. In addition, as the issue of privacy and advert fatigue grows, there is a compelling need to determine the relationship between personalization and trespass. The proposed research will serve the purpose of bridging this gap by undertaking an empirical examination of consumer attitudes towards digital advertisement and its consequent impact on buying intentions. The lessons elicited on this study can help marketers to create efficient digital marketing tools that can improve the level of engagement, trust, and conversion. 1.4 Research Objectives The following goals were developed so as to give a clear direction and focus to the current study: 1. To study the association between digital advertising features and purchase intentions of consumers. 2. To determine the major aspects which affect the online buying decisions of the consumers. 3. To give suggestions on how to improve the efficacy of digital advertising. 2. REVIEW OF LITREATURE Past literature has been very extensive to analyze the role of digital and social media advertising on consumer purchase intentions by focusing on the aspects of informativeness, credibility, entertainment, personalization, and customer engagement. The available literature has always shown that digital media platforms were significant in the creation of consumer perception and consumption behaviour. Alalwan (2018) examined the effects of the social media advertising features on customer International Journal of Research in Management Fields ISSN (P) 2577-1876 (O) 2577-4274 Available online on http://rspublication.com/IJRMF/IJRMF.html Volume 9 Issue 6 -2025 DOI: 10.5281/zenodo.17711472 Original Article ©2025 RS Publication, [email protected] 102 purchase intention and discovered that informativeness, credibility, and interactivity played a crucial role in determining the consumer response. The researchers have found out that the higher the perceived relevance of the advertisements as informative and as reliable, the higher the degree of development of trust towards the brand and intent to purchase the advertised items. In the same way, Alhaddad et al. (2021) made an empirical study of the Jordanian food industry and found that social media advertisements affected the intention to purchase among consumers significantly, in a positive direction. Their results indicated that visual appeal, credibility, and emotional involvement increased consumer attitudes towards online adverts that eventually reinforced their buying decisions. Dash and Piyushkant (2020) investigated how the advertisements on social media impacted consumer buying intentions and stated that both entertainment and informativeness had a strong influence on online purchases. The research concluded that ads with appealing visual contents and product information that includes appropriate details in advertise products effectively achieved consumer attention and high purchasing intentions. The researchers, however, also pointed out that in case of the overexposure to the irrelevant or repetitive advertisements, consumers might experience some fatigue and thus, diminish the effectiveness of the advertisements. Dastane (2020) investigated the effect of digital marketing on the online purchase intention in a different study, where customer relationship management served as a mediating variable. The research established that good customer engagement and satisfaction as positive outcomes of effective digital marketing strategies had a big role to play in mediating between marketing efforts and purchase intention. The results illustrated the need to have long-term relationships with the customers in terms of personalized digital campaigns and regular online communication. Dogra and Kaushal (2023) examined how digital marketing and promotional activities affect consumer attitudes and purchase intentions of financial products and services in the emerging economies. Their analysis indicated that innovative digital marketing campaigns which provided credibility, transparency and value were positively correlated with the attitudes of the consumers. The findings also showed that purchase intention of financial services by consumers rose significantly when they formed positive attitudes about digital promotional activities. International Journal of Research in Management Fields ISSN (P) 2577-1876 (O) 2577-4274 Available online on http://rspublication.com/IJRMF/IJRMF.html Volume 9 Issue 6 -2025 DOI: 10.5281/zenodo.17711472 Original Article ©2025 RS Publication, [email protected] 103 3. RESEARCH METHODOLOGY The research was carried out in order to determine the impact of different characteristics of digital media advertisement on consumer purchase intentions. This part describes the data collection, sampling and analysis procedures that will be employed to get the research goals. 3.1 Research Design The research design employed is a quantitative and descriptive research design to first study empirically the relationship between the digital advertising attributes and consumer purchase intentions. The design was intended to offer quantifiable answers on the impacts (of informativeness, credibility, entertainment, personalization and intrusiveness) on consumer behavior in an online environment. 3.2 Population and Sample Size The target group was employed users of online media campaigns like Facebook, Instagram, YouTube, and Google that frequently watches online advertisements. There were 200 respondents who took part in the research. This was deemed to be a good sample size as statistically reliable and to come up with some meaningful conclusions within the scope of the study. 3.3 Sampling Technique The data collection was done by convenience sampling of the individuals of various age groups and professional background. This non-probability approach was chosen because it is convenient and available to the respondents via the online platforms. 3.4 Data Collection Method The data gathered was primary data which were collected through a structured online questionnaire which was conducted through social media and email. The questionnaire included close-ended questions that were rated on a five-point Likert scale (1 = Strongly Disagree to 5 = Strongly Agree). It also contained the statements that were associated with advertising attribute, which included informativeness, credibility, entertainment, personalization and intrusiveness, as well as statement that reflected consumer intention to make a purchase. Demographic questions: It also had International Journal of Research in Management Fields ISSN (P) 2577-1876 (O) 2577-4274 Available online on http://rspublication.com/IJRMF/IJRMF.html Volume 9 Issue 6 -2025 DOI: 10.5281/zenodo.17711472 Original Article ©2025 RS Publication, [email protected] 104 demographic questions in form of age, gender and the level of education. 3.5 Data Analysis The data collected was arranged, coded and analyzed based on descriptive and inferential statistics. Responses were summarized using descriptive statistics including mean and standard deviation and correlation and multiple regression have been performed to establish the strength and nature of the relationships between digital ad attributes and purchase intentions. 3.6 Scope and Limitations The sample used only 200 respondents, and this could have an impact on the external validity of the findings. Since self-reported questionnaires were used to gather the data, there could be a certain level of bias in the response. In spite of these weaknesses, the findings can also be useful to understand the effect of digital advertising on consumer behavior, and can be used as the foundation of further research. 3.7 Ethical Considerations The academic nature of the research was explained to all the respondents and their participation was voluntary. All the data collection and analysis conducted respected the confidentiality and anonymity of all the participants. 4. DATA ANALYSIS AND RESULTS This part shows the research and discussion of 200 respondents’ data. The results are determined on the basis of descriptive and inferential statistics analysis which discuss the dependence between digital advertisement characteristics and consumer buying intentions. 4.1 Demographic Profile of Respondents To give some understanding of the study sample composition, Table 1 provides the demographic information about the respondents such as the gender, age group, and education level. International Journal of Research in Management Fields ISSN (P) 2577-1876 (O) 2577-4274 Available online on http://rspublication.com/IJRMF/IJRMF.html Volume 9 Issue 6 -2025 DOI: 10.5281/zenodo.17711472 Original Article ©2025 RS Publication, [email protected] 105 Table 1: Demographic Profile of Respondents Demographic Variable Category Frequency Percentage (%) Gender Male 110 55.0 Female 90 45.0 Age Group 18–25 years 80 40.0 26–35 years 70 35.0 36–45 years 35 17.5 Above 45 years 15 7.5 Education Level Undergraduate 90 45.0 Postgraduate 85 42.5 Others 25 12.5 The statistics reveal that most of the respondents were male (55%), and they fell within the age range of 18-35 years (75% cumulative), which portray a young and digitally-minded group. The majority of the respondents had undergraduate or postgraduate degrees implying that the sample is an educated and technologically advanced population and therefore exposed to digital media advertising. International Journal of Research in Management Fields ISSN (P) 2577-1876 (O) 2577-4274 Available online on http://rspublication.com/IJRMF/IJRMF.html Volume 9 Issue 6 -2025 DOI: 10.5281/zenodo.17711472 Original Article ©2025 RS Publication, [email protected] 106 Figure 1: Graphical Representation of Demographic Profile of Respondents The figure graphically depicts that the overwhelming part of the respondents was occupied by younger and educated people, which confirms the applicability of the sample to the research of the effect of digital advertising on online buying intentions. 4.2 Descriptive Statistics Table 2 shows the mean and the standard deviation of the main digital advertising variables that depict the overall perception of the respondents to the attributes of the ads and purchase intention. Table 2: Descriptive Statistics of Key Variables Variable Mean Standard Deviation Interpretation Ad Informativeness 4.12 0.64 High Ad Credibility 3.95 0.72 Moderately High Ad Entertainment 4.08 0.68 High Ad Personalization 3.88 0.75 Moderate to High Ad Intrusiveness 2.74 0.81 Low Purchase Intention 4.05 0.66 High Demographic 60 50 40 30 20 10 0 Gender Age Group Education Level Male Female 18–25 years 26–35 years 36–45 years Above 45 years Undergraduate Postgraduate Others International Journal of Research in Management Fields ISSN (P) 2577-1876 (O) 2577-4274 Available online on http://rspublication.com/IJRMF/IJRMF.html Volume 9 Issue 6 -2025 DOI: 10.5281/zenodo.17711472 Original Article ©2025 RS Publication, [email protected] 107 The findings show that, on the one hand, the respondents rated digital advertisements as very informative, entertaining, and credible, on the other hand, with moderate levels of personalization. Nonetheless, ad intrusiveness was rated lowly, which indicates that a majority of the respondents did not consider digital adverts as being too intrusive. In general, the large average purchase intention score suggests that positive advertisement features are effective in improving consumer intentions to purchase. Figure 2: Graphical Representation of Descriptive Statistics of Key Variables The graphical illustration points out that informativeness and entertainment were the most highly rated features that were closely preceded by credibility and personalization. Conversely, intrusiveness had significantly lower mean value, which confirms that non-intrusive, engaging and credible advertisements are more effective in eliciting purchase intention. Variable 4.5 4 3.5 3 2.5 2 1.5 1 0.5 0 Mean Standard Deviation International Journal of Research in Management Fields ISSN (P) 2577-1876 (O) 2577-4274 Available online on http://rspublication.com/IJRMF/IJRMF.html Volume 9 Issue 6 -2025 DOI: 10.5281/zenodo.17711472 Original Article ©2025 RS Publication, [email protected] 114 information about product features, benefits, and usage. Informative ads help build credibility and support rational decision-making.  Strengthen Ad Credibility: Use authentic content, verified endorsements, and transparent messaging to establish trust. Partnering with credible influencers and ensuring factual accuracy can significantly improve consumer confidence.  Incorporate Entertainment and Creativity: Engage audiences through storytelling, visuals, humor, and interactive elements. Entertaining ads capture attention and create a positive emotional connection with the brand.  Leverage Personalization Responsibly: Utilize consumer data to tailor advertisements according to preferences and behavior patterns, but ensure ethical practices and respect for privacy to avoid perceptions of intrusion. REFERENCES 1. Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer purchase intention. International journal of information management, 42, 65-77. 2. Alhaddad, S., Ayesh, O., Talib, J. A., Talib, F. A., & Al Otaibi, L. (2021). The impact of social media advertisements on purchase intentions: An empirical study on food industry in Jordan. Jordan Journal of Business Administration, 17(4). 3. Dash, R., & Piyushkant, M. (2020). Effect of social media advertisements on consumer purchase intentions. International Journal of Engineering and Management Research, 10. 4. Dastane, D. O. (2020). Impact of digital marketing on online purchase intention: Mediation effect of customer relationship management. Journal of Asian Business Strategy, DOI, 10, 142158. 5. Dogra, P., & Kaushal, A. (2023). The impact of Digital Marketing and Promotional Strategies on attitude and purchase intention towards financial products and service: A Case of emerging economy. Journal of Marketing Communications, 29(4), 403-430. 6. Godwin, E. U. (2019). An empirical analysis on effect of digital marketing on consumer buying behaviour. Ahmadu Bello University, Zaria, Nigeria. 7. Han, Z., & Du, G. (2023). The influence of targeted digital advertising on consumers' purchase intention: Comparative analysis based on the perspective of ads content source. Journal of Consumer Behaviour, 22(6), 1443-1461. International Journal of Research in Management Fields ISSN (P) 2577-1876 (O) 2577-4274 Available online on http://rspublication.com/IJRMF/IJRMF.html Volume 9 Issue 6 -2025 DOI: 10.5281/zenodo.17711472 Original Article ©2025 RS Publication, [email protected] 115 8. Hu, S., & Zhu, Z. (2022). Effects of social media usage on consumers’ purchase intention in social commerce: a cross-cultural empirical analysis. Frontiers in Psychology, 13, 837752. 9. KV, S., Kp, N., & Kamath, G. B. (2021). Social media advertisements and their influence on consumer purchase intention. Cogent Business & Management, 8(1), 2000697. 10. Li, C. Y. (2019). How social commerce constructs influence customers' social shopping intention? An empirical study of a social commerce website. Technological Forecasting and Social Change, 144, 282-294. 11. Maseeh, H. I., Ashraf, H. A., & Rehman, M. (2020). Examining the impact of digital mobile advertising on purchase intention. Review of Integrative Business and Economics Research, 9, 84-95. 12. Nawaz, S. S., & Kaldeen, M. (2020). Impact of digital marketing on purchase intention. International Journal of Advanced Science and Technology, 29(4), 1113-1120. 13. Pandey, A., Sahu, R., & Dash, M. K. (2018). Social media marketing impact on the purchase intention of millennials. International Journal of Business Information Systems, 28(2), 147162. 14. Poturak, M., & Softic, S. (2019). Influence of social media content on consumer purchase intention: Mediation effect of brand equity. Eurasian Journal of Business and Economics, 12(23), 17-43. 15. Yeo, S. F., Tan, C. L., Lim, K. B., Leong, J. Y., & Leong, Y. C. I. (2020). Effects of social media advertising on consumers' online purchase intentions. Global Business and Management Research, 12(1), 89-106.