The Mediating Role Of Trust In The Impact Of Interactive Advertising On Purchase Intention

  • K. Ganesh Kumar
  • Dr. P. Silambarasan
Keywords: Interactive advertising, trust, Purchase intention

Abstract

This paper investigates the role of trust as a mediator between interactive advertising and purchase intention. Interactive advertising is increasingly prevalent in the digital age, yet its impact on consumer behaviour, particularly regarding trust and purchase intention, remains a topic of scholarly inquiry. Drawing upon existing literature and theories, this study proposes that trust plays a significant mediating role in the relationship between interactive advertising and purchase intention. The findings of this study contribute to our understanding of the mechanisms through which interactive advertising influences consumer behaviour and provide practical implications for advertisers and marketers.

Author Biographies

K. Ganesh Kumar

Research Scholar, Annamalai University

Dr. P. Silambarasan

Assistant professor & Research Guide, Business administration, Annamalai university

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How to Cite
K. Ganesh Kumar, & Dr. P. Silambarasan. (1). The Mediating Role Of Trust In The Impact Of Interactive Advertising On Purchase Intention. Revista Electronica De Veterinaria, 25(1S), 334-338. Retrieved from https://www.veterinaria.org/index.php/REDVET/article/view/659