Global media changes and digital advertising: Impact of digital advertising on consumer behavior

Abstract

This study aims to review digital advertising literature, to identify and define different aspects of 'digital advertising' role in consumers' behavior. Researchers investigated the role of digital advertising on consumers' behavior while online shopping, exposed to digital ads. Research showed that although new digital advertising legislation, rules, regulations, and self-regulations by voluntary initiatives came into force, it could not stop unethical practices in digital advertising. Mainly, due to controlling difficulties in digital world and advised policy makers and governmental bodies to develop new control techniques and applications of digital ads control along with supporting media literacy and family education about effects of digital ads. In conclusion, as the digital world is constantly changing, policy makers and governments must adopt to changes, and must revise legislation and using new controlling techniques without delay. Developing countries must also implement related protective rules of digital advertising and changes which are in force in developed countries. © 2024 Elsevier B.V., All rights reserved.