Impact of comic factor in TV ads on buying behavior of university students

Ahmad, Naveed; Shafique, Nouman; Khurshid, Muhammad Mahboob; Farooq, Qamar

[journal article]

dc.contributor.author	Ahmad, Naveed	de
dc.contributor.author	Shafique, Nouman	de
dc.contributor.author	Khurshid, Muhammad Mahboob	de
dc.contributor.author	Farooq, Qamar	de
dc.date.accessioned	2018-06-01T07:43:36Z
dc.date.available	2018-06-01T07:43:36Z
dc.date.issued	2015	de
dc.identifier.issn	2300-2697	de
dc.identifier.uri	http://www.scipress.com/ILSHS.49.12.pdf
dc.identifier.uri	https://www.ssoar.info/ssoar/handle/document/57419
dc.description.abstract	This study was carried out to find out the impacts of comic factor in TV advertisement on buying behavior of college and university students. Questionnaire was designed and used to gauge the effects of comedy in advertisements. Sample size was 120 and it was comprised of university business students (Preston University Islamabad, International Islamic University Islamabad and Qauid-e-Azam University Islamabad). Data Analysis provided coefficient of determination R square value as 0.576. With significant Alpha figure of all variables, F value was 26.907 at 0.01 level. Outcomes revealed that comedy in TV advertisement convinces the consumer’s attention, interest, desire and action (AIDA) to buy the product. Objective of the study was achieved as it was found out that comic factor in TV ads affect the attention, interest, desire and action and hence buying behavior of students. Results also revealed that buying behavior of students due to comic factor in TV ads is gender free.	en
dc.language	en	de
dc.subject.ddc	Publizistische Medien, Journalismus,Verlagswesen	de
dc.subject.ddc	News media, journalism, publishing	en
dc.subject.ddc	Soziologie, Anthropologie	de
dc.subject.ddc	Sociology & anthropology	en
dc.title	Impact of comic factor in TV ads on buying behavior of university students	de
dc.description.review	begutachtet (peer reviewed)	de
dc.description.review	peer reviewed	en
dc.source.journal	International Letters of Social and Humanistic Sciences
dc.publisher.country	CHE
dc.source.issue	49	de
dc.subject.classoz	Wirkungsforschung, Rezipientenforschung	de
dc.subject.classoz	Impact Research, Recipient Research	en
dc.subject.classoz	Werbung, Public Relations, Öffentlichkeitsarbeit	de
dc.subject.classoz	Advertising, Public Relations	en
dc.subject.classoz	Rundfunk, Telekommunikation	de
dc.subject.classoz	Broadcasting, Telecommunication	en
dc.subject.classoz	Wirtschaftssoziologie	de
dc.subject.classoz	Sociology of Economics	en
dc.subject.thesoz	Humor	de
dc.subject.thesoz	humor	en
dc.subject.thesoz	Werbung	de
dc.subject.thesoz	advertising	en
dc.subject.thesoz	Fernsehen	de
dc.subject.thesoz	television	en
dc.subject.thesoz	Einfluss	de
dc.subject.thesoz	influence	en
dc.subject.thesoz	Kaufverhalten	de
dc.subject.thesoz	buying behavior	en
dc.subject.thesoz	Student	de
dc.subject.thesoz	student	en
dc.subject.thesoz	Pakistan	de
dc.subject.thesoz	Pakistan	en
dc.identifier.urn	urn:nbn:de:0168-ssoar-57419-9
dc.rights.licence	Creative Commons - Namensnennung 4.0	de
dc.rights.licence	Creative Commons - Attribution 4.0	en
internal.status	formal und inhaltlich fertig erschlossen	de
internal.identifier.thesoz	10046947
internal.identifier.thesoz	10034450
internal.identifier.thesoz	10043435
internal.identifier.thesoz	10037908
internal.identifier.thesoz	10041639
internal.identifier.thesoz	10037271
internal.identifier.thesoz	10042340
dc.type.stock	article	de
dc.type.document	Zeitschriftenartikel	de
dc.type.document	journal article	en
dc.source.pageinfo	12-20	de
internal.identifier.classoz	1080407
internal.identifier.classoz	1080409
internal.identifier.classoz	1080401
internal.identifier.classoz	10205
internal.identifier.journal	1120
internal.identifier.document	32
internal.identifier.ddc	070
internal.identifier.ddc	301
dc.identifier.doi	https://doi.org/10.18052/www.scipress.com/ILSHS.49.12	de
dc.description.pubstatus	Veröffentlichungsversion	de
dc.description.pubstatus	Published Version	en
internal.identifier.licence	16
internal.identifier.pubstatus	1
internal.identifier.review	1
internal.dda.reference	xml-database-53@@1
internal.check.abstractlanguageharmonizer	CERTAIN
internal.check.languageharmonizer	CERTAIN_RETAINED

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This item appears in the following Collection(s)

Wirtschaftssoziologie
Sociology of Economics
Rundfunk, Telekommunikation
Broadcasting, Telecommunication
Wirkungsforschung, Rezipientenforschung
Impact Research, Recipient Research
Werbung, Public Relations, Öffentlichkeitsarbeit
Advertising, Public Relations

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