Paper Title
THE IMPACT OF DIGITAL ADVERTISING ON CONSUMER SPENDING PATTERNS IN EMERGING MARKETS
Article Identifiers
Authors
SATHIYA , Dr. V.M. SUNEELA SHYAM
Keywords
Digital marketings, advertising and Instagram
Abstract
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.
Downloads
How To Cite (APA)
SATHIYA & Dr. V.M. SUNEELA SHYAM (August-2024). THE IMPACT OF DIGITAL ADVERTISING ON CONSUMER SPENDING PATTERNS IN EMERGING MARKETS. INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT, 9(8), c73-c81. https://ijnrd.org/papers/IJNRD2408208.pdf
Issue
Volume 9 Issue 8, August-2024
Pages : c73-c81
Other Publication Details
Paper Reg. ID: IJNRD_226573
Published Paper Id: IJNRD2408208
Downloads: 000121988
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
About Publisher
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 | IJNRD.ORG | IJNRD.COM | IJPUB.ORG
Licence
This work is licensed under a Creative Commons Attribution 4.0 International License and The Open Definition
Publication Timeline
Article Preview: View Full Paper
Call For Paper
IJNRD is a Scholarly Open Access, Peer-reviewed, and Refereed Journal with a High Impact Factor of 8.76 (calculated by Google Scholar & Semantic Scholar | AI-Powered Research Tool). It is a Multidisciplinary, Monthly, Low-Cost Journal that follows UGC CARE 2025 Peer-Reviewed Journal Policy norms, Scopus journal standards, and Transparent Peer Review practices to ensure quality and credibility. IJNRD provides indexing in all major databases & metadata repositories, a citation generator, and Digital Object Identifier (DOI) for every published article with full open-access visibility.
The INTERNATIONAL JOURNAL OF NOVEL RESEARCH AND DEVELOPMENT (IJNRD) aims to advance applied, theoretical, and experimental research across diverse fields. Its goal is to promote global scientific information exchange among researchers, developers, engineers, academicians, and practitioners. IJNRD serves as a platform where educators and professionals can share research evidence, models of best practice, and innovative ideas, contributing to academic growth and industry relevance.
Indexing Coverage includes Google Scholar, SSRN, ResearcherID-Publons, Semantic Scholar (AI-Powered Research Tool), Microsoft Academic, Academia.edu, arXiv.org, ResearchGate, CiteSeerX, ResearcherID (Thomson Reuters), Mendeley, DocStoc, ISSUU, Scribd, and many more recognized academic repositories.
How to submit the paper?
By Our website
Click Here to Submit Paper Online
Important Dates for Current issue
Paper Submission Open For: October 2025
Current Issue: Volume 10 | Issue 10 | October 2025
Impact Factor: 8.76
Last Date for Paper Submission: Till 31-Oct-2025
Notification of Review Result: Within 1-2 Days after Submitting paper.
Publication of Paper: Within 01-02 Days after Submititng documents.
Frequency: Monthly (12 issue Annually).
Journal Type: IJNRD is an International Peer-reviewed, Refereed, and Open Access Journal with Transparent Peer Review as per the new UGC CARE 2025 guidelines, offering low-cost multidisciplinary publication with Crossref DOI and global indexing.
Subject Category: Research Area
Call for Paper: More Details
