Question
What is the relation of media to advertising and consumer behaviour?
Answer
The relationship between media, advertising, and consumer behaviour is multifaceted, with different media platforms influencing various stages of consumer decision-making. Advertisements across media such as TV, radio, newspapers, magazines, and digital platforms play a significant role in shaping consumer awareness, interest, conviction, purchase, and post-purchase behaviours.
Media Influence on Consumer Behaviour
Traditional Media: Newspapers and magazines are effective in influencing all stages of consumer behaviour, particularly in purchase and post-purchase stages. TV and internet ads are particularly strong in creating awareness, interest, and conviction among consumers (Sama, 2019; Jnr, Dompey and Li, 2024; Fan, 2022).
Digital and Social Media: Digital platforms, including social media, have transformed consumer behaviour by offering personalized, immediate, and social advertising experiences. These platforms significantly impact consumer purchase intentions and brand awareness, with social media advertising being particularly effective in engaging consumers and shaping their perceptions (Stephen, 2016; Yang, 2024; Upadhyay, 2024).
Mobile Media: Mobile advertising, characterized by media richness, is most effective in the early stages of consumer behaviour (attention, interest, search) and less so in later stages (action, share). High media richness is crucial for high perceived risk products, even in later stages (Tseng and Wei, 2020).
Advertising Strategies and Consumer Engagement
Media Richness: Ads with higher media richness convey more information and are generally more effective in influencing consumer decision-making, especially in the early stages of the consumer journey (Tseng and Wei, 2020).
Exposure and Engagement: The exposure to various media forms, including electronic and non-electronic, positively impacts consumer buying behaviour. Visual and emotional components of ads, such as models and music, enhance consumer engagement (Chhetri, 2019; Abdullah, 2022).
Conclusion
Media advertising significantly influences consumer behaviour across different stages, with traditional media being effective in later stages and digital media excelling in early engagement. Social media’s personalized and interactive nature makes it a powerful tool for shaping consumer perceptions and intentions. Understanding these dynamics allows marketers to tailor their strategies to maximize impact across various consumer decision-making stages.
References
Sama, R., 2019. Impact of Media Advertisements on Consumer Behaviour. Journal of Creative Communications, 14, pp. 54 – 68. https://doi.org/10.1177/0973258618822624
Stephen, A., 2016. The role of digital and social media marketing in consumer behaviour. Current opinion in psychology, 10, pp. 17-21. https://doi.org/10.1016/J.COPSYC.2015.10.016
Tseng, C., & Wei, L., 2020. The efficiency of mobile media richness across different stages of online consumer behaviour. Int. J. Inf. Manag., 50, pp. 353-364. https://doi.org/10.1016/j.ijinfomgt.2019.08.010
Chhetri, A., 2019. Advertising Media Impact in Consumer Buying Behaviour. **, 8, pp. 54-56. https://doi.org/10.3126/jbkc.v8i0.29310
Jnr, F., Dompey, P., & Li, S., 2024. The influence of media advertisement on consumer buying Behaviour: The pragmatic view. International Journal of Science and Research Archive. https://doi.org/10.30574/ijsra.2024.13.2.2261
, A., 2022. The Moderating Role of Exposure to Media Communication between Advertisement and Consumer Behaviour. Qlantic Journal of Social Sciences and Humanities. https://doi.org/10.55737/qjssh.298118575
Yang, Y., 2024. How the Social Media Effect Consumer Behaviour?. Journal of Applied Economics and Policy Studies. https://doi.org/10.54254/2977-5701/9/2024071
Upadhyay, A., 2024. Impact of Social Media Advertising on Consumer Behaviour: An Empirical Study. INTERANTIONAL JOURNAL OF SCIENTIFIC RESEARCH IN ENGINEERING AND MANAGEMENT. https://doi.org/10.55041/ijsrem28882
Fan, B., 2022. Research on the Impact of Advertisement on Consumer Behaviour. Proceedings of the 2022 7th International Conference on Financial Innovation and Economic Development (ICFIED 2022). https://doi.org/10.2991/aebmr.k.220307.438
Mac, R., (2016), This Silicon Valley Billionaire Has Been Secretly Funding Hulk Hogan’s Lawsuits Against Gawker (online), Forbes, Available: [http://www.forbes.com/sites/ryanmac/2016/05/24/this-silicon-valley-billionaire-has-been-secretly-funding-hulk-hogans-lawsuits-against-gawker/#6ab1899b7805], Accessed: 12/09/2016
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