Digital Advertising Campaigns and Consumer Purchasing Behavior: Empirical Evidence from Spain
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Abstract
This research paper examines how the feature of digital advertising campaigns influences consumer purchasing behavior in Spain, and how the mediating factor is brand awareness. Based on the Attention, Interest, Desire, Action (AIDA) model and Selective Exposure Theory, the study explores the impact of ad appeal, message credibility, frequency of exposure, and platform. The quantitative method was embraced based on survey data of 289 Spanish consumers, which was analyzed with Partial Least Squares Structural Equation Modeling (PLS-SEM). The results show that ad appeal, message credibility, and exposure frequency have a significant impact on increasing brand awareness, which consequently has a positive impact on consumer purchasing behavior. Brand awareness also mediates the associations between these advertising attributes and buying behavior, with no significant impact on the platform. The research adds to the literature on digital advertising by emphasizing the key importance of brand awareness and providing practical implications to the creation of effective content-based campaigns in the mature digital markets.
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