Download full text
(644.2Kb)
Citation Suggestion
Please use the following Persistent Identifier (PID) to cite this document:
https://nbn-resolving.org/urn:nbn:de:0168-ssoar-57419-9
Exports for your reference manager
Impact of comic factor in TV ads on buying behavior of university students
[journal article]
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... view more
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.... view less
Keywords
humor; advertising; television; influence; buying behavior; student; Pakistan
Classification
Impact Research, Recipient Research
Advertising, Public Relations
Broadcasting, Telecommunication
Sociology of Economics
Document language
English
Publication Year
2015
Page/Pages
p. 12-20
Journal
International Letters of Social and Humanistic Sciences (2015) 49
DOI
https://doi.org/10.18052/www.scipress.com/ILSHS.49.12
ISSN
2300-2697
Status
Published Version; peer reviewed