THE IMPACT OF DIGITAL ADVERTISING ON CONSUMER SPENDING PATTERNS IN EMERGING MARKETS

THE IMPACT OF DIGITAL ADVERTISING ON CONSUMER SPENDING PATTERNS IN EMERGING MARKETS

Registration ID: IJNRD_226573

Published ID: IJNRD2408208

DOI: Click Here to Get

SATHIYA , Dr. V.M. SUNEELA SHYAM

Digital marketings, advertising and Instagram

The digital revolution has significantly altered consumer engagement and purchasing behaviors globally. In India, a rapidly evolving digital economy, understanding the impact of digital advertising on consumer spending patterns is essential. This research investigates the influence of various digital advertising strategies, such as social media marketing, search engine marketing, and influencer marketing, on consumer spending in India. With increasing internet penetration and widespread use of mobile devices, digital platforms have become vital for marketers to reach diverse consumer segments. The study highlights the distinct socio-economic characteristics and digital consumption habits unique to India. The research aims to fill the existing gap by examining how digital advertising affects consumer behavior across different demographics and regions. The primary data, collected from 100 respondents via a Google form, was analyzed using Chi-Square tests. The results show a significant association between social media platforms and the frequency of purchases influenced by social media advertisements, with Instagram being the most influential platform. Key findings indicate that customer reviews and brand reputation are crucial in building consumer trust in online advertisements. The study suggests that targeted, platform-specific strategies could enhance marketing effectiveness in India. By providing insights into how digital advertising impacts consumer behavior, this research offers valuable implications for businesses and policymakers aiming to navigate India's dynamic digital advertising landscape. Future research should explore emerging technologies and longitudinal consumer behavior trends to refine advertising practices further.

Published Paper   E-Certificate

"THE IMPACT OF DIGITAL ADVERTISING ON CONSUMER SPENDING PATTERNS IN EMERGING MARKETS", IJNRD - INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (www.IJNRD.org), ISSN:2456-4184, Vol.9, Issue 8, page no.c73-c81, August-2024, Available :https://ijnrd.org/papers/IJNRD2408208.pdf

Volume 9 Issue 8, August-2024

Pages : c73-c81

Paper Reg. ID: IJNRD_226573

Published Paper Id: IJNRD2408208

Downloads: 000121208

Research Area: Arts

Country: Thiruvarur, Tamil Nadu, India

Published Paper PDF: https://ijnrd.org/papers/IJNRD2408208.pdf

Published Paper URL: https://ijnrd.org/viewpaperforall?paper=IJNRD2408208

Journal Name: INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT(IJNRD)

ISSN: 2456-4184 | IMPACT FACTOR: 8.76 Calculated By Google Scholar | ESTD YEAR: 2016

An International Scholarly Open Access Journal, Peer-Reviewed, Refereed Journal Impact Factor 8.76 Calculate by Google Scholar and Semantic Scholar | AI-Powered Research Tool, Multidisciplinary, Monthly, Multilanguage Journal Indexing in All Major Database & Metadata, Citation Generator

Publisher: IJNRD (IJ Publication) Janvi Wave

This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition

Call For Paper - Volume 10 | Issue 8 | August 2025

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INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (IJNRD) aims to explore advances in research pertaining to applied, theoretical and experimental Technological studies. The goal is to promote scientific information interchange between researchers, developers, engineers, students, and practitioners working in and around the world. IJNRD will provide an opportunity for practitioners and educators of engineering field to exchange research evidence, models of best practice and innovative ideas.

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