Title: A review of advertising management and its impact on consumer behaviour

Authors: Oluwabunmi A. Falebita; Christopher F. Ogunlusi; Adeniyi T. Adetunji

Addresses: Department of Business Administration, Bowen University, Iwo, Osun State, Nigeria ' Department of Business Administration, Bowen University, Iwo, Osun State, Nigeria ' Business Administration Department, Admiralty University of Nigeria, Nigeria

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.

Keywords: advertising management; consumer behaviour; relationship; review.

DOI: 10.1504/IJAITG.2020.111885

International Journal of Agriculture Innovation, Technology and Globalisation, 2020 Vol.1 No.4, pp.354 - 374

Received: 11 Jan 2019
Accepted: 27 Oct 2019
Published online: 18 Dec 2020 *

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