An Examination of the Interplay between Media Advertisements and Buyers Decision-Making Processes

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Debadeepti Jagaty, Sukesh Ranjan Mohanty, Umakanta Dash, Puspalata Mahapatra, Arpan Mahapatra

Abstract

As media permeates our tech-driven lives, its influence on consumer buying, particularly in shaping purchase decisions, has become undeniable. This study delves into this intricate relationship, examining how diverse media forms – from traditional to digital channels – impact consumer purchase intentions. Recognizing media's potential to shape decision factors like consumer attitude, emotions, and preferences, the research investigates its mediating role in the purchase journey. Data from 320 respondents was collected through a self-administered questionnaire and analyzed using advanced Partial least square Structural Equation Modeling (SEM-PLS) which reveals a direct link between media exposure and decision factors, highlighting the media's powerful influence on purchase choices. These findings offer invaluable insights for marketers, enabling them to optimize their media strategies: By understanding how different consumer segments consume media, tailored campaigns can be crafted to resonate effectively, Recognizing the varying influence of different media forms empowers marketers to prioritize channels that best reach their target audience and shape their decision-making, Understanding how media shapes consumers attitude, preferences and builds emotions that allows for the development of content that drives purchase decisions. This research underscores the critical role media plays in influencing consumer choices. By leveraging its insights, marketers can gain a competitive edge in navigating the ever-evolving media landscape, maximizing their return on investment and ultimately driving business success.

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How to Cite
Debadeepti Jagaty, Sukesh Ranjan Mohanty, Umakanta Dash, Puspalata Mahapatra, Arpan Mahapatra. (2025). An Examination of the Interplay between Media Advertisements and Buyers Decision-Making Processes. European Economic Letters (EEL), 15(1), 812–826. https://doi.org/10.52783/eel.v15i1.2456
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