A review of advertising management and its impact on consumer behaviour Online publication date: Fri, 18-Dec-2020
by Oluwabunmi A. Falebita; Christopher F. Ogunlusi; Adeniyi T. Adetunji
International Journal of Agriculture Innovation, Technology and Globalisation (IJAITG), Vol. 1, No. 4, 2020
Abstract: This study seeks to answer the question of whether advertising influences consumer behaviour in terms of their choices and purchases. To achieve this, a review of a total of 67 local and international articles was conducted. The method is based on retrospective non-experimental research design. Findings demonstrate that, though the relationship between advertising and consumer behaviour is sometimes unpredictable, it is predominantly positive, as shown by about 84% of the total number of articles reviewed. This paper concludes that the influence of advertising on consumer behaviour is still very subjective, and cannot be generalised. The interrelationship is determined by a number of factors, such as the type of advertising being used, the nature of the product under study, sex, age, level of education, religiosity, to mention a few. This study is useful to marketers and advertisers as well as researchers willing to conduct further studies on the subject.
Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Agriculture Innovation, Technology and Globalisation (IJAITG):
Login with your Inderscience username and password:
Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.
If you still need assistance, please email subs@inderscience.com
Our Blog 
Follow us on Twitter 
Visit us on Facebook