Digital Natives’ Cognitive, Affective, Behavioural Responses On Digital Advertising Attitude And Purchase Decision – A Sem Study

Abstract

The Indian digital advertising is witnessing a phenomenal growth and seen as a fastest growing markets of the world. It is expected to grow to 21 billion dollar Industry in 2028 driving whooping change in the Indian advertising Industry (The Economic times 2022,  Dec 27). Digital Natives have grown up in digital world by tapping, swiping and liking, with the world’s information at their fingertips. The present research effort devoted its attention to understand the digital natives’ behavioural responses to digital advertising. It has also extended its research purview to study their behavioural responses to digital advertising and its effect on purchase decision. For this purpose, the study included 523 digital native respondents who reside in and around Tamil Nadu. The study made use of non-probability sampling method for data collection. Frequency, percentage analysis and SEM analysis supported the process of reaching the research purposes and it was found that 38% of the variation in purchases decision could be traced with the path leading attitudinal component factors to digital advertising attitude, brand attitude and purchase decision.