International Journal on Science and Technology

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Influence of Digital and Traditional Advertising on Consumer Purchase Decisions for Branded Apparel

Author(s) Rachana Gopal Parikh, Dr. Kerav Pandya
Country India
Abstract This study investigates how both online and traditional advertising influence consumer purchasing behavior, specifically for branded apparel. Advertising serves as a vital tool for product promotion and plays a crucial role in sustaining market presence. Structural Equation Modeling (SEM) was used to investigate the direct and indirect effects of traditional and internet advertising on consumer purchasing decisions. The main tool used to acquire quantitative data was a structured questionnaire.
The study also explored the mediating roles of advertisement characteristics and consumer attitudes in shaping buying behavior. Findings indicate that factors such as ad quality, design, content, consumer brand loyalty, and past purchase experiences significantly shape consumer responses. These mediators amplify the influence of online and traditional ads on purchase behavior.
This research provides valuable insights for marketers, helping them understand current consumer expectations—particularly what makes an advertisement engaging—and which advertising platforms are most effective for promoting branded garments.
Keywords Consumer purchase behavior, Digital advertising, Traditional advertising, Advertisement features, Consumer perception
Field Business Administration
Published In Volume 16, Issue 2, April-June 2025
Published On 2025-06-22
DOI https://doi.org/10.71097/IJSAT.v16.i2.6412
Short DOI https://doi.org/g9q4ck
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