Advertisements on TV or Online: Which makes customers more likely to buy? With the mediating role of length of the video

This research investigates the intricate dynamics influencing consumer behavior in the context of television (TV) advertising, online advertisements, video length, and purchase intentions. With the primary objectives of assessing the impact of TV advertising and online advertisements on consumer behavior, the study formulates and tests hypotheses related to these relationships. Utilizing a quantitative approach and the sample survey method, the study employs Structural Equation Modeling (SEM) to analyze the interrelationships between the selected variables within a sample of 400 participants in Sri Lanka. Acceptance of hypotheses H 1 and H 2 underscores the substantial impact of TV advertising and online advertisements on consumer behavior. Standardized regression coefficients indicate significant positive relationships between TV advertising and both consumer purchase intention and video length. Similarly, a distinct influence of online advertisements is highlighted, demonstrating a substantial positive relationship with consumer purchase intention. Examining direct paths from TV advertising and online advertisements to consumer purchase intention, with video length as a mediating variable, suggests partial mediation. These findings provide actionable insights for marketers, emphasizing the intricate relationships among advertising mediums, content characteristics, and consumer decision-making. Keywords: TV Advertisement, Online Advertisement, Length of video and Consumer purchase intention. DOI: 10.7176/JMCR/91-06 Publication date: December 30 th 2023