The Impact Of Online Advertising On Consumers’ Purchase

The widespread use of the Internet and the growing prevalence of online shopping have fueled the growth of the online advertising industry.The advent of online advertising has brought about a significant shift in the manner in which consumers access and process information.Online advertising is playing an increasingly important role in online shopping.This study focuses on paid search advertising and social media advertising as the subject of investigation.What are the differences in the marketing effects of different online advertising,which in turn leads to differences in purchase behavior.The differentiation of marketing effects of online promotional advertisements has become the focus of research.This study obtains data and conducts empirical research through the real transaction behavior of an e-commerce platform.The research scope and distinctive contributions of this study can be summarized as follows:Firstly,based on social influence theory and shopping goal theory,the impact of paid search advertising and social media advertising on consumer purchasing behavior is explored.The results show that paid search advertising promotes purchase behavior through precise positioning of consumer shopping goals;social media advertising promotes consumer purchasing behavior through social influence.The objective of this study is to investigate how two different types of promotional advertisements affect purchase behavior based on real transaction data.This research augments the findings in the marketing domain.Secondly,based on the theory of dual process theory,the moderating effect of product type on the relationship between online advertising and purchase behavior is explored.The conclusion of the study shows that compared with utilitarian product,paid search advertising enhances consumers’ purchase of hedonic product;compared with hedonic product,social media advertising can enhance consumers’ purchase of utilitarian product.This study explores the relationship between online promotional advertising and purchasing behavior from the perspective of information processing,revealing how consumers process information presented in promotional advertisements.The findings provide new insights for further optimization of online marketing effectiveness.Finally,this study finds complementary effects between paid search advertising and social media advertising.When sellers use paid search advertising and social media advertising,it is easier to promote consumer buying behavior.It is further shown that the complementary effect between paid search advertising and social media advertising is more significant in promoting the purchase of hedonic product than utilitarian product.In summary,this paper investigates purchase behavior under different promotional methods using transactional data from online shopping platforms.Through the analysis of transactional data,this study reveals consumers’ real responses to promotional advertisements and the moderating effect of product types.Using empirical analysis,the paper examines consumer purchasing behavior under different promotional advertisements and clarifies the complementary effect between paid search advertising and social media advertising.The research findings provide insights for integrating promotional strategies and optimizing consumer decision-making,as well as enriching the theoretical basis of marketing.