Beyond the Screen: How Digital Advertising, Trust, and Experience Drive Women's Purchasing Decisions in an Emerging Market

Abstract

ABSTRACT This study investigates the impact of digital drivers: digital advertising, online information seeking, perceived convenience and trust, and digital experience on brand preference and purchase behavior among Ghanaian women. Utilizing Partial Least Squares Structural Equation Modeling (PLS‐SEM) and data collected from 279 retail market consumers, we examine both working and non‐working women to identify variations in digital drivers' influence. Grounded in the Theory of Planned Behavior and Social Learning Theory, the findings reveal that digital advertising significantly affects brand preference and purchase behavior, underscoring the potency of targeted digital campaigns in emerging markets. Perceived convenience and trust positively influence brand preference, while digital experience enhances both brand preference and purchase behavior. Contrary to expectations, online information seeking does not significantly impact these outcomes, suggesting that the quality and contextual relevance of digital information may outweigh its mere availability in settings with varying digital literacy. Multi‐group analysis indicates no significant differences between working and non‐working women, implying that digital marketing strategies can be broadly applied across these groups in Ghana's evolving digital economy. These insights offer practical guidance for marketers in developing economies, emphasizing investments in trusted, user‐friendly digital platforms and culturally resonant advertising. Theoretically, this research extends digital marketing frameworks into understudied African contexts and highlights the moderating role of socio‐economic and cultural factors in digital consumer behavior.