An Analysis Of How Digital Advertising Uses Misinformation Or Disinformation To Influence Purchase Behavior

Abstract

This study aims to analyze how digital advertising uses misinformation or disinformation to influence consumer purchasing behavior. Using the Systematic Literature Review (SLR) method, literature sources were taken from the Google Scholar and DOAJ databases for the period 2016–2025. The results of the study indicate that disinformation in digital advertising is a multidimensional phenomenon influenced by the interaction between communication strategies, consumer behavior, and social media algorithms. Disinformation has been shown to reduce consumer trust and loyalty, as well as having ethical implications for brand credibility and digital marketing integrity. However, there is still a research gap in assessing the effectiveness of digital literacy and platform algorithmic mechanisms in limiting the spread of disinformation in real time. Furthermore, psychological aspects such as cognitive resistance and consumers' initial level of trust have not been studied in depth. Therefore, this study recommends the need for a multidisciplinary approach that integrates marketing, digital psychology, and data science perspectives to develop more effective disinformation mitigation strategies in the online advertising ecosystem.