A review of advertising management and its impact on consumer behaviour

Abstract

This study seeks to answer the question of whether advertising influences consumer behaviour in terms of their choices and purchases. To achieve this, a review of a total of 67 local and international articles was conducted. The method is based on retrospective non-experimental research design. Findings demonstrate that, though the relationship between advertising and consumer behaviour is sometimes unpredictable, it is predominantly positive, as shown by about 84% of the total number of articles reviewed. This paper concludes that the influence of advertising on consumer behaviour is still very subjective, and cannot be generalised. The interrelationship is determined by a number of factors, such as the type of advertising being used, the nature of the product under study, sex, age, level of education, religiosity, to mention a few. This study is useful to marketers and advertisers as well as researchers willing to conduct further studies on the subject.