A STUDY ON THE ROLE OF INTERACTIVE DIGITAL ADS IN SHAPING IMPULSE BUYING BEHAVIOUR

Abstract: This study explores the impact of interactive digital advertisements on impulse buying behavior among college students, with a focus on consumer engagement and platform usage. Using responses from 290 participants and non-parametric analyses (Spearman's correlation, ANOVA, and Regression), the findings reveal significant positive relationships between all three predictors and impulsive buying, with consumer engagement showing the strongest influence. Gender-based differences were also statistically significant. The study suggests that marketers should prioritize emotionally engaging and interactive ad content tailored to younger audiences to enhance impulse purchases and maximize advertising effectiveness. The results underscore the importance of platform-specific strategies and highlight the psychological drivers of impulsive consumer behavior in the digital age. By leveraging interactivity and personalization, brands can build stronger emotional connections and influence purchasing decisions more effectively. Future research could explore longitudinal effects and compare cross-cultural differences in digital ad responsiveness.

Keywords: interactive ads, impulse buying, consumer engagement, digital platforms, college students