Interactive Digital Advertising as a Strategy to Increase Brand Awareness, Engagement, and Purchase Intention in Local Startups: A Conceptual Study

Authors

  • Arlindo do Ceu Fatima Universidade Oriental Timor Lorosa'e (UNITAL), Dili, Timor Leste
  • Casimirio Soares Universidade Oriental Timor Lorosa'e (UNITAL), Dili, Timor Leste
  • Gupron Gupron Universitas Batanghari, Jambi, Indonesia
  • M. Ridho Mahaputra Universitas Mercubuana, Jakarta, Indonesia
  • Andri Yandi Universitas Batanghari, Jambi, Indonesia

DOI:

https://doi.org/10.38035/sijdb.v3i1.277

Keywords:

Interactive Digital Advertising, Brand Awareness, Consumer Engagement, Purchase Intention

Abstract

The development of digital technology has encouraged local startups to adopt more effective and efficient marketing strategies. One increasingly used approach is interactive digital advertising, which enables two-way communication between brands and consumers. This conceptual article aims to examine the role of interactive digital advertising in increasing brand awareness, consumer engagement, and purchase intention. By integrating various previous research findings, this article develops a conceptual framework that demonstrates the relationship between interactive digital advertising and brand awareness, consumer engagement, and purchase intention. This study is expected to provide theoretical contributions to the development of sustainable marketing literature and serve as an initial reference for researchers in conducting future empirical research.

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Published

2025-08-22

How to Cite

Arlindo do Ceu Fatima, Casimirio Soares, Gupron, G., M. Ridho Mahaputra, & Andri Yandi. (2025). Interactive Digital Advertising as a Strategy to Increase Brand Awareness, Engagement, and Purchase Intention in Local Startups: A Conceptual Study. Siber International Journal of Digital Business (SIJDB), 3(1), 33–44. https://doi.org/10.38035/sijdb.v3i1.277

Issue

Vol. 3 No. 1 (2025): (SIJDB) Siber International Journal of Digital Business (July - September 2025)

Section

Articles

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