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The Impact of Media on Consumer Behavior: An Examination of the Role of Cinema, Newspaper, Theater, Internet, and Television

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Paradigm Shift in Business

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Abstract

Marketers utilize a range of media venues to sway customer behavior (CB). Each advertisement on a media portal has a diverse makeup that calls to customers in a different manner. Because of digitalization, public media tastes have progressed. As an outcome, a greater grasp of advertisements through numerous media channels and their impacts on Consumer Behavior is vital. The research looks at how advertisements on magazines, newspapers, radio, television, and the Internet affect consumer awareness, interest, conviction, purchase, and post-purchase behavior. The investigation employs a meta-analysis of bibliometric quotes to investigate how media affects the AWR, INT, and CON phases of Consumer Behavior (CB). The ISI Web of Science summarized the bibliography. A bibliometric analysis of 117 publications published between 2007 and 2022 yielded 6407 citations. On the basis of the study’s findings, the analysis proposes a strategy for further research into the relationship between customers and promotional media. Using a bibliometric review, the study examines the influence of media on Consumer Behavior in previous studies. The research focuses mostly on papers that have had the greatest impact in the scientific field. The publications that largely dealt with this paradigm, as well as the authors that have had the greatest impact on the academic community in this field. The study demonstrates a set of linkages between the information bases examined by distinct authors and journals, as well as the framework of such interactions, depending on keywords addressed in each study.

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Authors and Affiliations

  1. School of Management, Graphic Era Hill University, Bhimtal, India

    Mallika Tewari & Alok Upadhyay

  2. Rajeev Gandhi College of Management Studies, Navi Mumbai, India

    Ashish Pant

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  1. Mallika Tewari
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  2. Alok Upadhyay
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  3. Ashish Pant
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Correspondence to Mallika Tewari .

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Editors and Affiliations

  1. EGADE Business School, Mexico City, Mexico

    Rajagopal

  2. International Management Institute, Bhubaneswar, Odisha, India

    Ramesh Behl

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Tewari, M., Upadhyay, A., Pant, A. (2023). The Impact of Media on Consumer Behavior: An Examination of the Role of Cinema, Newspaper, Theater, Internet, and Television. In: Rajagopal, Behl, R. (eds) Paradigm Shift in Business. Palgrave Studies in Democracy, Innovation, and Entrepreneurship for Growth. Palgrave Macmillan, Cham. https://doi.org/10.1007/978-3-031-40439-9_10

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