Investigating the digital advertising effectiveness on purchase intention and attitude

This paper investigates the impact of digital advertising on consumer behaviour, focusing on purchase intention and attitude. In the digital age, advertising has evolved significantly, with digital platforms becoming central to engagement. The study establishes a correlation between Digital Advertising Effectiveness (DAE), Purchase Intention (PI), and consumer attitudes. It explores factors like content quality, advertising formats, influencer impact, and privacy concerns, revealing their unique roles in shaping digital advertising effectiveness. The research culminates in a practical framework for navigating the complexities of the digital landscape, providing insights for businesses and guiding future research