A COMPARATIVE ANALYSIS OF TRADITIONAL VS DIGITAL ADVERTISING IMPACTS ON CONSUMERS’ PURCHASE BEHAVIOUR

The digital revolution has introduced a new wave of advertising through online platforms such as social media, search engines, and mobile apps that enhance organizational performance. Since businesses operate under tight budgets and increasing competition, selecting the most effective advertising strategy is critical to corporate success. The study, therefore, specifically sought to assess the influence of traditional and digital advertising in driving consumers’ purchase behavior. A descriptive and semi-qualitative survey research design was adopted for the study. The results revealed that traditional advertising remains influential due to its credibility and wide audience reach. However, digital advertising offers more interactivity, personalization, and measurable outcomes, which significantly shape modern consumer behavior. Again, the younger consumers are more responsive to digital media, while older consumers tend to trust traditional platforms.