International Journal of Research Studies in Management
CollabWritive Special Issue
2026 Volume 14 Issue 1
Available Online: 1 June 2026
Author/s:
Meng, Zhimin
Graduate School, Lyceum of the Philippines University – Batangas, Philippines
Abstract:
In recent years, digital advertising has undergone significant changes, especially in the mobile phone industry, which has greatly influenced consumers’ purchasing behavior. This study explores the impact of digital advertising on consumers’ purchase intention toward Huawei smartphone brands. With the gradual increase in the frequency of digital advertising for mobile phone brands, consumers’ purchase intention toward Huawei smartphones has become more easily influenced by digital advertising. Digital advertising delivers information and shapes brand images through various platforms while interacting with consumers. This study aims to evaluate the impact of digital advertising on consumers’ purchase intention toward Huawei smartphone brands. Through reviewing and analyzing the relevant literature, a questionnaire was first designed using a four-point Likert scale. The sample was selected using a probability sampling method, which ensures that each collected sample has an equal chance of being selected. A total of 385 valid questionnaires were collected. Second, reliability and validity tests were conducted on the sample data to ensure the reliability and validity of the data. Finally, the influencing factors of digital advertising on consumers’ purchase intention toward mobile phone brands were examined. The findings show that factors of digital advertising, such as smart ad placement, messaging, and branding, have statistically significant correlations with product features, brand image, product price, and social influence in the process of forming purchase intention. Based on the results, this study proposes relevant recommendations for mobile phone brands to enhance consumers’ purchase intention through digital advertising.
Keywords: digital advertising, purchase intention, Huawei smartphones, brand image, social influence
DOI: https://doi.org/10.5861/ijrsm.2026.26101
Cite this article:
Meng, Z. (2026). Digital advertising and purchase intention of a mobile phone brand. International Journal of Research Studies in Management, 14(1), 123-130. https://doi.org/10.5861/ijrsm.2026.26101