An Analytical Study of Digital Billboards on Consumer Buying Behaviour

This paper examines the influence of digital billboards (digital out-of-home advertising, DOOH) on consumer buying behaviour. Digital billboards combine motion, dynamic content, geo-targeting, and programmatic capabilities to deliver timely, context-sensitive advertising in public spaces. Drawing on theories of attention, stimulus–response, and limited-capacity information processing, the paper develops a conceptual model linking digital-billboard exposure to consumer awareness, attitude toward the advertised brand, purchase intention, and impulse purchasing. The study proposes hypotheses, outlines a mixed-methods research design (survey + field experiment), recommends measurement scales and analytical procedures (factor analysis, regression, SEM), and discusses anticipated findings, managerial implications, and limitations. The paper concludes with practical recommendations for marketers and a roadmap for future research.