International Journal For Multidisciplinary Research

E-ISSN: 2582-2160   •   Impact Factor: 9.24

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Multimedia Ad Exposure and Online Consumer Behavior Among Young Adults and the Mediating Role of Planned Behavior

Author(s) Ms. Janice Jyotsna Varghese, Prof. Dr. Rabina Debbarma
Country India
Abstract This study investigated the relationship between multimedia advertising exposure and online shopping behavior among 334 young adults (18–40 years) in urban India. Using validated self-report instruments like the Multimedia Ad Exposure Scale (MMAES) and the Online Consumer Behavior Scale. Grounded in the Theory of Planned Behavior (TPB), the data were analyzed through Pearson correlation, linear regression, one-way ANOVA, and a General Linear Model (GLM). Multimedia ad exposure was a significant positive predictor of online shopping behavior (r = .495, R² = .245, p < .001). Males reported higher exposure and shopping scores than females, though advertising effectiveness was statistically equal across genders — suggesting gender gaps in behavior are driven by differential exposure rather than differential responsiveness. Age group (18–24, 25–34, 35–40) did not differentiate shopping behavior, indicating that online shopping has reached behavioral saturation. Findings support the TPB as a mediating framework and carry implications for digital marketing strategy and platform design.
Keywords Multimedia Ad Exposure, Online Consumer Behavior, Theory of Planned Behavior, Purchase Intention, Digital Natives, Young Adults, Millennials, Generation Z
Field Sociology > Philosophy / Psychology / Religion
Published In Volume 8, Issue 2, March-April 2026
Published On 2026-04-29
DOI https://doi.org/10.36948/ijfmr.2026.v08i02.76411
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CrossRef DOI prefix of IJFMR is 10.36948/ijfmr

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