2025, Vol. 6, Issue 2, Part O

This study examines how college students in the Kottayam Municipality perceive, feel, and behave in response to transit advertising. Buses, trains, and transit shelters all exhibit transit advertising, a dynamic type of out-of-home advertising that is common in urban areas. Despite being a common marketing tactic in cities, there is a known lack of thorough study explicitly examining its efficacy and impact on the behaviour, attitudes, and purchase decisions of college students.

Using a Google Forms-distributed questionnaire, the study employed a convenience sampling technique to gather primary data from a sample size of 75 college students (ages 18-23) in the Kottayam Municipality. Targeted, innovative, and socially relevant content can greatly increase the influence and engagement of transit advertising, a well-known and successful medium for message delivery and brand visibility, among college students.