Online Media Advertising and Buying Behavior of Consumers: A Systematic Review

Abstract

In this age of computer-mediated communication (CMC), advertisers are using new media for achieving their objectives and a variety of outlets can be found in the online marketing environment. In certain conditions, the effectiveness of online media advertising has always been a concern over its competition with traditional media platforms and the phenomenon of this competition got a substantial amount of attention from media scholars. Therefore, the present systematic review has been established by analyzing 43 research studies (selected on the principle of PRISMA) which have been conducted from 2001 to 2021. The majority of studies have concluded a positive association between online media advertising and buying behavior of consumers, but this media could not fade the value of traditional advertising completely as television and newspapers facilitate verifying information circulated through new media platforms. It was divulged that consumers also went for buying due to online media advertising as this medium served as e-Word-of-mouth and celebrity-endorsement was resulted in creating a double dose effect on consumers’ buying and credibility of online advertising. Based on the review, some areas have been suggested to encounter in future research.