The impact of digital advertising and promotional offers on consumer purchasing Behaviour: Evidence from the Greek market

This study examines the influence of digital advertising and promotional offers on consumer purchasing behaviour in the contemporary marketplace. In an era dominated by digital media and social networks, consumers are increasingly exposed to advertisements and sales promotions that shape their decision-making processes. The research adopts a quantitative methodology based on questionnaire data collected from a sample of consumers in Greece.
The findings indicate that both digital advertising and promotional offers significantly affect consumer behaviour, often leading to impulsive purchases and influencing product choice. While consumers acknowledge the importance of advertising, many express skepticism regarding its credibility and potential to mislead. Similarly, promotional offers—particularly price discounts and “buy-one-get-one-free” deals—are found to be highly effective in encouraging purchases, despite concerns about product quality and authenticity.
Overall, the study highlights the dual role of digital marketing strategies: as powerful tools for influencing consumer decisions, but also as sources of uncertainty and distrust. The results contribute to a better understanding of modern consumer behaviour and provide insights for businesses aiming to design more effective and ethical marketing strategies.