Persuasive Appeals: Influence of Digital Advertisements on Consumer Attitude Diversion in E-Shopping

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Digital advertising is a rapidly growing domain of marketing. Now marketers and academics are paying immense attention in this regard as it is one of the most influential tool to attract and persuade consumers in today’s digital era. Regulators are now focusing on developing different strategies to utilize digital platforms for maximizing profitability and for that digital advertisements become the blood line for any business to influence consumers online buying behavior. Present research aims to determine persuasive appeals of digital advertisements influencing consumers’ levels of attitude diversion towards e-shopping. A cross-sectional study design was used to collect quantitative information from a sample of 1,270 students chosen from the top six public universities in KP, Pakistan, utilizing a multistage stratified sampling method. Data were gathered through a self-designed questionnaire and examined using Simple Linear Regression. The statistical analysis indicates that the levels of consumers' attitude diversion—cognitive, affective, and conative—are significantly impacted by the characteristics of digital advertisements, which will ultimately affect their intentions to make purchases online.