A Study on Advertising Effect on Customer Buying Behavior Through Various Media

Abstract

Businesses in every region of the globe are always looking for innovative new methods tocommunicate with their customers. A few short decades ago, the most important aspects of marketingtactics were advertisements broadcast on television and published in print media. In the modern day, theseclassic marketing streams make up just a tiny portion of the myriad of different tactics that are used inorder to sell and brand things. The growing importance of social media has had a significant impact on thestate of the art in advertising and has altered the method in which businesses communicate with thepopulations they are trying to reach. As a direct consequence of this, the efficient use of social media hasturned into a crucial component of developing and preserving a competitive edge. As a consequence ofthis, businesses increasingly put a significant amount of importance on the ways in which social mediamay be utilised to form the perceptions that consumers have of brands and to influence the decisionsthey make about purchases. Companies that use social media in accordance with a strategic plan willhave an edge over competitors who do not implement such a plan. Exploring the existing literature onsocial media use and brand perception can be helpful in identifying emerging and successful strategiesfor improving consumer engagement through social media. This can be done as part of the process ofdetermining how the impacts of social media on branding and marketing approaches should beevaluated.