ورقة بحثية
IMPACT OF DIGITAL ADVERTISING ON CONSUMER BUYING BEHAVIOR WITH MEDIATION EFFECT OF CONSUMER PERCEPTION IN PAKISTAN

Azam, Saffi.


 

IMPACT OF DIGITAL ADVERTISING ON CONSUMER BUYING BEHAVIOR WITH MEDIATION EFFECT OF CONSUMER PERCEPTION IN PAKISTAN

Azam, Saffi.

The online advertising has a foremost and vital impact on consumer buying behavior of consumers. With the growth of branding in Pakistan, the need for effective advertising has raised. Most of times, advertisements do not have an impact on purchase behavior on consumers due to ineffectiveness. The basic objective of this study is to examine how much responses are generated after watching effective add that persuade consumer purchase behavior. Data was collected using non-probability sampling (N=200) through a pre-tested questionnaire from lahore city of Pakistan. Collected data was analyzed using correlation, regressions, reliability analysis and descriptive statistics. Demographics such as gender and age were also included. Findings revealed that factors of digital advertising have a significant impact on consumer perception and buying behavior of Pakistani consumers. Future research and limitations of study were also included in study.

The online advertising has a foremost and vital impact on consumer buying behavior of consumers. With the growth of branding in Pakistan, the need for effective advertising has raised. Most of times, advertisements do not have an impact on purchase behavior on consumers due to ineffectiveness. The...

مادة فرعية

المؤلف : Azam, Saffi.

مؤلف مشارك : Mohammed Ali

بيانات النشر : United Arab Emirates and Sultanate of Oman : ZARSMI and Sohar University، 2018مـ.

التصنيف الموضوعي : العلوم التطبيقية|إدارة الأعمال .

المواضيع : Digital marketing - Pakistan.

رقم الطبعة : 3

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