Determinants of Store Loyalty –Empirical Evidence from United Arab Emirates

Manickam, S; Agha, Kakul

doi:10.1080/10496491.2021.1989539

Cited by 1 publication

(1 citation statement)

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“…Many factors affect consumer behavior. These factors influence the way consumers perceive and evaluate products or services and the criteria they use when making purchasing decisions to understand the availability of products or services in the marketplace (Almazrouei & Alkaabi, 2021). Understanding people's feelings about digital advertising, trends in consumer behaviour, and factors influencing purchasing behavior can help businesses adjust their marketing strategies and improve the ways they copy and engage with their target audiences.…”

Section: Introductionmentioning

confidence: 99%

Relationship Between Digital Advertising and Consumer Purchasing Behaviour in Delta State, Nigeria

Ivwighren,

Ogwezi,

Igben

2023

EJBIR

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The purpose of this study is to investigate the correlation between digital advertising and consumers' purchasing behaviour. Rationalized by the diffusion of innovation theory, a survey was conducted with 400 respondents to gather data on their exposure to digital advertising, their attitudes toward it, and their actual purchasing behaviour. To achieve the research objectives, two hypotheses were formulated and tested to examine the inter-relationships among the variables. The results showed that as consumer perception of digital advertising increases, so does the likelihood of them making a purchase. Also, the more positive their perception is, the more likely they are to be influenced by various factors that drive their purchasing decisions. However, the effectiveness of digital advertising varied depending on the relevanc, credibility of product or service being advertised, with some products benefiting more from digital advertising than others. Additionally, consumers' attitudes towards digital advertising played a role in their purchasing behaviour, with those who had more positive attitudes being more likely to make a purchase. The study concludes that digital advertising can be an effective tool for marketers to influence consumers' purchasing behaviour, but it is important to understand the nuances of how it affects different types of products, services and how consumers perceive them.

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Section: Introductionmentioning

confidence: 99%