Department of Marketing Management, South Eastern University of Sri Lanka, Sri Lanka
Research Article
Influence of Media Advertisements on Purchase Intentio: Evidence from Sri Lankan Mobile Phone Market
Author(s): Mubarak Kaldeen* and Mohamed Shareef Ishar Ali
Marketers use a variety of information channels to sway consumer behavior. Every communications system's advertisement has a unique mix
that engages consumers in a unique way. Consumer media habits have shifted as a result of digitalization. As a result, a better understanding
of advertisements on various media platforms and their implications for CB is required. The goal of this study is to see how advertising affects
consumer purchase intentions in the Sri Lankan smart phone market. It reflects how people react to different types of mobile phone advertisements.
The study employed the survey method, with data collected from 150 participants. The data was analyzed using statistical tools such as Cronbach's
alpha, correlation, and regression tests. The goal of the research was to see how advertising media affected the Sri Lankan smart phone industry.
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DOI:
10.37421/2223-5833.2022.12.447
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