The Moderating Role of Exposure to Media Communication between Advertisement and Consumer Behavior
DOI:
https://doi.org/10.55737/qjssh.298118575Keywords:
Media Advertisement, Consumer Behavior, Advertisement DimensionsAbstract
The purpose of this study was to find out the effects of advertisements on consumers' behavior. This study concludes that Advertising has a strong moderating impact on the relationship between Exposure to Media and Consumer buying behavior at an individual level, Advertising has a dual impact on Consumer Buying behavior whereas Exposure to Media / Communication has a positive impact on the dependent variable. Advertising includes visual and emotional components such as types of models, interior decoration, camera and direction, music, etc. Whereas, Consumer Buying Behavior includes elements of information on pricing, quality and features, along with logic and arguments, and information about distribution outlets. All above are based on information that runs opposite to visual and emotionally appealing factors present in the variable of Advertising. The variable of Exposure to Media has a positive impact on Consumer Buying behavior due to the following reason: Exposure to Media/Communication includes elements of exposing oneself to advertisements appearing in television, magazines, news papers, and radio, or exposure to advertising material inside shops, or on the roadside billboards, or heard from friends and family members.
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