THE EFFECT OF VISUAL ADVERTISEMENT ON CONSUMER BUYING BEHAVIORS

Manal Ahmad

Abstract


The response to visual media ads has consistently evolved in response to differences in motivation, desires, expectations, and circumstances. Historically, advertising has been widely recognized as a technique used to help businesses by promoting goods and services, leading to increased expansion and diversification. This marketing tool has undergone iterative refinement and reevaluation processes to reach its present state. This article examines the role of influencers in contemporary visual media commercials on customers' purchasing choices and analyzes their impact on their buying habits. The study results establish that consumers mistakenly see influencers as trustworthy when their profiles are comprehensive and well-developed.

 

Article visualizations:

Hit counter


Keywords


visual advertising, social media, marketing, consumer buying decisions, consumer behavior, buying intention

Full Text:

PDF

References


Akhtar, N., Tahir, M., and Asghar, Z. (2016). Impact of social media marketing on consumer purchase intention. International Review of Social Sciences. 4(10), pp. 385-394.

Al-Najjar, N. (2017). Luxury in Instagram’s Eyes Burberry, Louis Vuitton & Gucci. Published thesis (Master's degree). Erasmus University Rotterdam.

Alhadid, A. and Alhadeed, A. (2017). The impact of social media marketing on purchase intention. International Business Management. 11(11), pp.1844-1847.

Alkaya, A. and Taskin, E. (2017). The impact of social media pages on consumer equity and purchase intention: an empirical study of mobile operators. Journal of Business Research Turk. 9(3), pp.122-133.

Barysevich, A., 2021. How social media influence 71% of consumer buying decisions. [online] Search Engine Watch. Available at: https://www.searchenginewatch.com/2020/11/20/how-social-media-influence-71-consumer-buying-decisions [Accessed 2 December 2021].

Brown, D. and Hayes, N. (2008) Influencer marketing: who really influences your customers?. Oxford: Butterworth-Heinemann.

Che, J. W., Cheung, C. M., & Thadani, D. R. (2017). Consumer purchase decision in Instagram stores: The role of consumer trust. In Proceedings of the 50th Hawaii International Conference on System Sciences.

Chukwu, B. A., Kanu, E. C., & Ezeabogu, A. N. (2019). The impact of advertising on consumers buying behaviour. International Journal of Arts and Commerce, 8(1), 1-15.

Chukwu, B. A., Kanu, E. C., & Ezeabogu, A. N. (2019). The impact of advertising on consumers buying behaviour. International Journal of Arts and Commerce, 8(1), 1-15.

Curtis, T., Arnaud, A., & Waguespack, B. P. (2017). Advertising effect on consumer emotions, judgements, and purchase intent. Asian Journal of Business Research, 7(2), 57-73.

Djafarova, E., & Rushworth, C. (2017). Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users. Computers in human behavior, 68, 1-7.

Duffett, R. G. (2017). Influence of social media marketing communications on young consumers’ attitudes. Young Consumers.

Erdoğmuş, İ. E., & Cicek, M. (2012). The impact of social media marketing on brand loyalty. Procedia-Social and Behavioral Sciences, 58, 1353-1360.

Gad. (2021, September 30). Labor Marketing. The General Authority of Stats. Retrieved December 1, 2021, from https://www.stats.gov.sa/ar/814.

Howard, J. A. and Sheth, J. N. (1969) The theory of Buyer Behaviour. New York, John Wiley.

Hoyer, W. D. and MacInnis, D. J. (2010). Consumer behavior. 5th edn. London: South-Western Cengage Learning.

Jaffe, J. (2010). Flip the funnel: how to use existing customers to gain new ones. Hoboken, NJ: John Wiley & Sons, Ltd.

Khatib, F., (2016). The impact of social media characteristics on purchase decision: an empirical study of Saudi customers in Aseer region. International Journal of Business and Social Science. 7(4), pp.41-50.

Lee, J. E., Hur, S., & Watkins, B. (2018). Visual communication of luxury fashion brands on social media: effects of visual complexity and brand familiarity. Journal of Brand Management, 25(5), 449-462.

McKinsey & Company (2009). The consumer decision journey. Available at: https://www.mckinseyquarterly.com/The_consumer_decision_journey_2373 (Accessed: 01 Dec 2021).

McKinsey & Company (2010). A new way to measure word-of-mouth marketing Available at: https://www.mckinseyquarterly.com/A_new_way_to_measure_word-ofmouth_marketing_2567 (Accessed: 01 April 2021).

Medabesh, A. (2015). The impact of electronic advertising on the purchasing of Saudi tourists in Jazan region. Journal of the North for Humanities, 1(2), Retrieved from https://scholar.google.com/citations?view_op=view_citation&hl=en&user=Q2i0o-oAAAAJ&citation_for_view=Q2i0o-oAAAAJ:8k81kl-MbHgC

Morgan, D. (2007). The Lure of Images: A history of religion and visual media in America. Routledge.

Morgan, D. (2020). The lure of images: A history of religion and visual media in America. Routledge.

Parker, C. (2011). 301 ways to use social media to boost your marketing. New York, NY: McGraw-Hill.

Saudi Arabia Population Statistics 2021. (2021, August 26). Official GMI Blog. Retrieved December 1, 2021, from https://www.globalmediainsight.com/blog/saudi-arabia-population-statistics/

Schivinski, B. and Dabrowski, D. (2016). The effect of social media communication on consumer perception of brands. Journal of Marketing Communications. 22(2), pp.1-22.

Solis, B. (2011). Engage! The complete guide for brands and businesses to build, cultivate, and measure success in the new web. Revised edn. Hoboken, NJ: John Wiley & Sons Ltd.

Strauss, J. and Frost, R. (2011). E-marketing. 6th edn. Upper Saddle River, NJ: Pearson Education.

The General Authority of Stats (2021). The General Authority of Stats. Retrieved December 1, 2021, from https://www.stats.gov.sa/sites/default/files/ar-riyadh_0.pdf

Thu, T. V. T., & Phuong, Q. V. T. (2012). The Impact of Social Media Marketing on Brand Loyalty: Case Study of Samsung Smartphones in Vietnam. Master Thesis in Business Administration. Retrieved from https://hj.diva-portal.org/smash/get/diva2:1560522/FULLTEXT01.pdf

Ul Zia, N. (2016). The role of advertising on consumer buying decision in Pakistan. Singaporean Journal of Business Economics, and Management Studies, 5(4), 39-47.

Wang, Y., & Yu, C. (2015). Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning. International Journal of Information Management, 1-11.

Wang, Y., & Yu, C. (2017). Social interaction-based consumer decision-making model in social commerce: The role of word of mouth and observational learning. International Journal of Information Management, 37(3), 179-189.

Yahia, I. B., Al-Neama, N., & Kerbache, L. (2018). Investigating the drivers for social commerce in social media platforms: Importance of trust, social support and the platform perceived usage. Journal of Retailing and Consumer Services, 41, 11-19.

Zhung, B. (2017). Influence of social media marketing brand loyalty and eWOM towards consumer's purchase intention. Published thesis (Master's degree). University Tunku Abdul Rahman. Retrieved from http://eprints.utar.edu.my/2791/1/13UKM06827_Report.pdf




DOI: http://dx.doi.org/10.46827/ejmms.v8i4.1620

Refbacks

  • There are currently no refbacks.


Copyright (c) 2024 Manal Ahmad

Creative Commons License
This work is licensed under a Creative Commons Attribution 4.0 International License.

The research works published in this journal are free to be accessed. They can be shared (copied and redistributed in any medium or format) and\or adapted (remixed, transformed, and built upon the material for any purpose, commercially and\or not commercially) under the following terms: attribution (appropriate credit must be given indicating original authors, research work name and publication name mentioning if changes were made) and without adding additional restrictions (without restricting others from doing anything the actual license permits). Authors retain the full copyright of their published research works and cannot revoke these freedoms as long as the license terms are followed.

Copyright © 2017-2023. European Journal of Management and Marketing Studies (ISSN 2501 - 9988) is a registered trademark of Open Access Publishing Group. All rights reserved.

This journal is a serial publication uniquely identified by an International Standard Serial Number (ISSN) serial number certificate issued by Romanian National Library. All the research works are uniquely identified by a CrossRef DOI digital object identifier supplied by indexing and repository platforms. All the research works published on this journal are meeting the Open Access Publishing requirements and standards formulated by Budapest Open Access Initiative (2002), the Bethesda Statement on Open Access Publishing (2003) and  Berlin Declaration on Open Access to Knowledge in the Sciences and Humanities (2003) and can be freely accessed, shared, modified, distributed and used in educational, commercial and non-commercial purposes under a Creative Commons Attribution 4.0 International License. Copyrights of the published research works are retained by authors.