A Comparative Analysis of Advertisingstrategiesinemerging Markets: Consumer Engagement, Trust, Andeffectiveness
Year: 2025
Type: article
Study design: Observational Study
Abstract: AIM: By analyzing customer trust, engagement, and purchase patterns, this studyaimstoevaluate the efficacy of traditional and digital advertising strategies in emerging economies. This study intends to close the research gap by examining customer preferences inlight ofcontemporary digital marketing trends and technology breakthroughs, even if previousresearch has examined advertising methods. Material And Methods: This study analyzedWeb of Science and Google Scholar literature and gathered primary data from100participants split into conventional (TV, radio, print, billboards) and digital (social media, search engines, apps) advertising groups using a self-made Google Forms questionnaire. Tables, charts, and graphs were used to visualize the data, which was analyzed usingMSExcel and SPSS IBM Version 27 using the Independent T-Test, One-Way ANOVA, andChi-Square test. Results and Discussion: With an Independent T-Test p-value of 0.051 (<0.05), the research showed a substantial correlation between advertising forms and consumerpurchase decisions, suggesting that ads have a major influence on consumer behavior. TheOne-Way ANOVA findings showed that, with an F-value of 0.704 and a p-value of 0.051(<0.05), storytelling-based ads generate more engagement than simple promotional content. While conventional advertising is still essential for establishing trust, particularly withgroups who have less digital adoption, the results indicate that digital advertising, with its interactivefeatures and personalized targeting, improves consumer engagement. In order to optimizeefficacy in emerging countries, the study also emphasizes the significance of a hybridadvertising strategy that combines traditional and digital tactics. Conclusion: Accordingtothe report, younger consumers like digital advertising since it is more interactive, but conventional advertising is still essential for building a brand reputation. To increase trust andengagement, businesses should take a balanced approach. Future studies should look at cross-platform tactics, data protection, and AI-driven marketing to improve campaign efficacy.
Authors: D. Srijayavarshini, Harini. P, Sarathiramm M.S, N. Kalaivani
Language: English
Subfield: Sociology and Political Science
Field: Social Sciences
Domain: Social Sciences
Open Access status: bronze
OpenAlex ID: W4410237774