Impact of Digital Advertising on Consumer Buying Behavior for Apparel Products: Evidence from Tamil Nadu

Abstract

The exponential growth of digital technologies has significantly altered the retail landscape of 
the Indian apparel industry, with Tamil Nadu becoming a major link between the arena of 
production and consumption.  This research studies the role of digital advertisement in the 
buying decision of consumers in the apparel industry with a specific focus on the heterogeneous 
demographic milieu of Tamil Nadu. By combining the Attention-Interest-Desire-Action 
(AIDA) model and the Technology Acceptance Model (TAM), the research examines how 
various types of digital advertising from social media marketing to augmented reality impact 
the psychological decision-making process of consumers.  Preliminary findings show that due 
to high literacy rates and penetration of mobile, some districts like Chennai, Coimbatore and 
Madurai have developed a discriminating consumer base, exhibiting both brand orientation and 
local affinity.