"The Role of Interactive Advertising Factors in Shaping Purchase Intention"

Abstract

This study explores the significance of interactive advertising factors in influencing customer engagement and purchase intention. Interactive advertising is a dynamic form of marketing communication that allows for two-way communication between the brand and the consumer. Through various media platforms, such as social media, websites, and mobile applications, interactive advertising engages customers in a personalized and immersive experience. This research examines how factors such as interactivity, relevance, entertainment, and informativeness contribute to customer engagement and ultimately shape purchase intention. A conceptual framework is proposed to illustrate the relationships among these factors and their impact on consumer behaviour. The findings suggest that interactive advertising plays a crucial role in capturing customer attention, enhancing brand perception, and driving purchase decisions. The study provides insights for marketers on how to leverage interactive advertising strategies to effectively engage customers and increase purchase intention.