Dr. Amit Kumar Singh, Dr. Pradeep Kumar Singh, Dr. Vinay Kumar Tiwari, Er. Aditya Singh Yadav (2026) “The Role of Advertising in Shaping Consumer Buying Behaviour”, International Journal of Research & Technology, 14(S1), pp. 506–514. doi: 10.64882/ijrt.v14.iS1.1047.