Resumen de The Interaction of Display Advertisement and E-Wom on Omnichannel Purchase Intention Using Sem: an Age Moderation Effect

Tania Mittal, Aditya Dhiman, Pankaj Madan, Kirti Sharma

• Purpose: This study looks at how display advertisements affect customers' Omni-buy intentions and the impact of e-WOM in determining if this influence is reflected in their purchase intentions.

    Theoretical framework: Consumers' daily lives have grown more reliant on display advertising. Consumers depend on the Internet as a source of readily accessible information regarding advertising and businesses. Consequently, a customer becomes linked and an omnichannel shopper, intending to purchase products both online and offline. Electronic word of mouth (e-WOM) has also emerged as a powerful force that must be understood in the context of the omnichannel buyer.

    Design/methodology/approach: A survey was performed to confirm the study's assumptions. Consumers who purchase fashion products omnichannel were polled for information. A questionnaire of 28 questions was developed for the study. The questionnaire includes questions about the respondent's age, gender, and educational level.

    Findings: The results of the study show that there is a link between display advertising, e-WOM, and Omni-Online Purchase Intention. Several suggestions are produced to assist managers in navigating their brand's online presence in a manner that fits their customers' Omni-purchase intention.

    Research, Practical & Social Implication: Through this investigation, the prevalence of many display ads on consumer purchase intention on the omnichannel market is determined, which contributes to the literature on advertising efficiency.

    Originality/value: This study would most likely propose a method for market communication to determine how different types of display advertisements influence consumer purchase intentions, allowing firms to better manage the customer experience.