Impacts of Radio advertising influencing consumers intentions to purchase

Abstract: Amidst the advances in technology and the evolving of online tools supported by the internet, one would wonder if adverts on traditional mass media platforms such as radio would have an impact on consumers in relation to their intentions to purchase. To better understand the radio adverts and their impact on consumers’ intentions to purchase; we carried a qualitative research through a semi-structured questionnaire administered to 12 participants in Sweden and Malawi who are frequent listeners of radio. The snowball sampling technique was applied in order to identify the participants. Thematic analysis was used to develop themes associated with the findings. The results show that marketing through the radio as a traditional media tool is effective in influencing consumer intentions to purchase however, it is more relevant when it is in cooperated to digital modalities.. It further reveals the consumer acceptability of the tool as an ever user-friendly media that attracts, informs and persuades them to purchase thus justifying its credibility and value. We therefore encourage businesses and companies to explore competitive strategies investing in multiple media inclusive of radio for advertisements.