Academy of Marketing Studies Journal (Print ISSN: 1095-6298; Online ISSN: 1528-2678)


Effectiveness of Advertisements on Consumer Behaviour Post-Covid 19: A Study of University Students Pursuing Management Courses In Bihar & Jharkhand

Author(s): Manish Kumar and Sweta Singh

Marketers infuse in various media platforms through advertisements for aligning with consumer behavior. The Consumer behavior has shifted drastically during pandemic. Current research focuses on the effects of television, Radio, e-Newspapers, e-Magazines and Social Media advertisements on consumers post Covid-19. Online survey of 300 students pursuing management courses at UG & PG level in Bihar & Jharkhand collected through questionnaire consisting of 11 items having seven-point Likert scales was conducted. Cronbach alpha, exploratory factor analysis and Kruskal–Wallis test were used for data analysis. The results reveal the consumer behaviour stages being affected by TV advertisements. Also it is evident that e-Newspapers and Social Media impact the creation of awareness, interest and conviction among consumers. The results reveal that e-Magazines and TV are effective media influencing purchase and post-purchase behaviour of consumers. This study can be used by marketers in choosing the appropriate media platforms for boosting the advertisements objectivity.

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