The influence of Digital Advertising on Consumer purchase intentions

Abstract

The rapid expansion of digital technologies has transformed how brands communicate with consumers and how consumers process information, evaluate alternatives, and make purchase decisions. This review paper systematically examines existing empirical and theoretical studies to understand the influence of digital advertising on consumer purchase intentions across diverse digital platforms, including social media, live-streaming, influencer marketing, e-commerce environments, and green marketing channels. Using a structured literature review approach and PRISMA screening, high-quality papers were analyzed to identify key determinants of digital advertising effectiveness. The findings reveal that digital advertising exerts a significant impact on purchase intentions through multiple pathways, including perceived credibility, attractiveness, and expertise of influencers; emotional engagement and immersive experiences; transparency of advertising disclosure; digital social responsibility; electronic word-of-mouth; and brand content strategies. Psychological mechanisms such as perceived value, trust, parasocial relationships, environmental attitudes, and subjective norms also play mediating and moderating roles in shaping consumer decisions. While digital advertising consistently enhances purchase intention, its effects vary across product categories, cultures, and digital contexts. The review highlights both methodological advances such as eye-tracking, sentiment analysis, and meta-analytic approaches.