Impact of Advertising on Consumer Behaviour: An Annotated Bibliography

This annotated bibliography explores the impact of advertising on consumer behaviour through various research papers. It covers topics such as social media advertising, celebrity endorsements, digital content marketing, and more. The papers provide insights into the relationship between advertising and customer behaviour, the credibility of celebrity endorsements, the role of digital content marketing in fostering customer engagement, and the efficiency of mobile media in influencing consumer behaviour. The limitations of each paper are also discussed. The bibliography is relevant for students studying business research methods and related courses.

Assessment 1

Table of Contents
Annotated bibliography...................................................................................................................3

Annotated bibliography
1. Hamouda, M., 2018. Understanding social media advertising effect on consumers’
responses: An empirical investigation of tourism advertising on Facebook. Journal of
Enterprise Information Management.
The main purpose of this research paper is to understand the impact of social media
advertising and impact over customer’s behaviour and attitude. The current research would
assist the researcher in executing their own research on the topic of significance of
advertisement over customer behaviour. The current information is taken from the journal of
enterprise information management. From the journal this has been concluded that there is a
significant relationship between credibility and social media advertising value. The major
limitation of this research paper is that this is only related with the information of tourism
industry.
2. Sama, R., 2019. Impact of media advertisements on consumer behaviour. Journal of
Creative Communications, 14(1), pp.54-68.
The main purpose of this research paper is to understand regarding the intensity hold by
different channels of social media advertisement in terms of developing customer behaviour.
Digitalisation has changed habits of consumers and in the light of this businesses are needed to
invest their resources in analysing most influential channel of advertisement so that to gather
attention of their customers. From the current journal this has been identified that to examine
the importance of different channels in terms of understanding customer behaviour. The current
source is helpful in managing the current research and gathering information for the research so
that valuable outcomes can be taken out. The major limitation within current research is that the
research paper would not examine the expensiveness of these methods of advertising.
3. Singh, R.P. and Banerjee, N., 2018. Exploring the influence of celebrity credibility on
brand attitude, advertisement attitude and purchase intention. Global Business
Review, 19(6), pp.1622-1639.

The major purpose of this research paper is related with examining the credibility of
celebrity over brand attitude and advertising attitude. This study will focus on the factors
influencing celebrity endorsement credibility and brand intent of the customers. The current
journal is aligned with the current research topic as this will give insight related with
importance of effective advertisement on consumer attitude. The major findings from the paper
are that the effective celebrity endorsement is having positive relationship with customer
buying behaviour and attitude. The limitation of this paper is that only 380 participants were
included so that limited results were acquired.
4. Hollebeek, L.D. and Macky, K., 2019. Digital content marketing's role in fostering
consumer engagement, trust, and value: Framework, fundamental propositions, and
implications. Journal of Interactive Marketing, 45, pp.27-41.
The current research paper is related with examining the role of digital content marketing in
fostering customer engagement for brand’s offerings. The current report highlighted regarding
different perspective which are used by the organisation while deciding regarding selection of
digital content. The report is of great use for the researcher in order to conduct the current
research as this research will develop insight related to importance and impact of advertisement
on consumer attitude. The major limitation of this research is that this is not going to tell
regarding value addition given by the advertisement to organisational offerings.
5. Mason, A.N., Narcum, J. and Mason, K., 2021. Social media marketing gains
importance after Covid-19. Cogent Business & Management, 8(1), p.1870797.
The current research article is related with exploratory Research and this elaborates
regarding the increase in uses of social media marketing after the outbreak of covid-19. The
research has examined that the utilisation of social media has been increased after the pandemic
covid-19 which helped the organisation to reach out to their customers full stop the current
research is of high reuse for the researcher as this will assist the researcher in gathering
information related to significance of social media and their impact on organisation full stop the
research gap within the article is that this is covering only the post pandemic time but not
pandemic time.

6. Pentina, I., Guilloux, V. and Micu, A.C., 2018. Exploring social media engagement
behaviors in the context of luxury brands. Journal of Advertising, 47(1), pp.55-69.
The current research paper is going to explore the social media engagement over attitude of
customers towards luxury brands. The current research is performed on H&M so that the
research paper is useful for the researcher to gather information regarding brand and their
intention for the customers full stop the limitation of the current research paper is that this is
only focused over luxurious brand but at the same time the current research is performed on a
consumer brand.
7. Siddique, M.Z.R. and Hossain, A., 2018. Sources of consumers awareness toward green
products and its impact on purchasing decision in Bangladesh. Journal of Sustainable
Development, 11(3), pp.9-22.
The current article is taken from the journal which is based on examining consumer
awareness towards green products and their impact on purchasing decisions of customers. This
article is high use for the current research as the both are related with examining Purchase
Decision of the customer full stop from the article this has been concluded that there are various
factors those significantly affect the consumer green purchasing decisions and these are needed
to be included by an organisation to their business strategy. The limitation of this research is
that the research is only performed over green products not on hold the product range used by
customers.
8. Alghizzawi, M., 2019. The role of digital marketing in consumer behavior: A
survey. Int. J. Inf. Technol. Lang. Stud, 3(1), pp.24-31.
The current research paper is taken from a survey which is based on examining the role of
digital marketing in consumer behaviour. The resist topic taken by the researcher for the current
research is related with examining the importance of advertisement on customer decision
making and at the same time the article shows different and in death information regarding the
topic so this could be beneficial for the researcher to take information from the above survey.
The above article this has been concluded that digital communication are effective for a

customer to make their decisions. The current research paper is based on tourism industry so
this is one of the greatest limitations of the article.
9. Tseng, C.H. and Wei, L.F., 2020. The efficiency of mobile media richness across
different stages of online consumer behavior. International Journal of Information
Management, 50, pp.353-364.
The current research paper is based on examining efficiency of mobile media and their
different stages over online consumer behaviour. From the above paper this has been concluded
that marketing ads that are rich in media may have positive relationship on consumer decision
making as these helps the customer to capture in depth information using graphical
presentation. The current research paper will be useful for proposed research as this will
develop inside within research related with mobile advertisement. The limitation for the paper
is that this is only emphasized over mobile media richness which is a small topic.
10. Lou, C., Tan, S.S. and Chen, X., 2019. Investigating consumer engagement with
influencer-vs. brand-promoted ads: The roles of source and disclosure. Journal of
Interactive Advertising, 19(3), pp.169-186.
In the selected research paper the article is related with investigating consumer engagement
and reference to influencer and brand promotional advertisement. From the analysis has been
concluded Bank there are different ads which are being circulated over Instagram on a routine
bases these are helpful for the organisation to promote their offerings. The current research
paper is useful for the proposed research as these both are related with examining the intensity
of advertisement for customers in making their own decisions regarding business offering. The
limitation of this paper is that this is only examining the advertisement intensity over Instagram
and avoiding all other channels of social media.