Open AccessImpact of humorous advertising on purchase decision: In context of Pakistan’s telecom industry
Author(s) -
Abbiha Waqar
Publication year - 2020
Publication title -
global journal of business, economics and management
Language(s) - English
Resource type - Journals
ISSN - 2301-2579
DOI - 10.18844/gjbem.v10i2.5089
Subject(s) - advertising , context (archaeology) , business , order (exchange) , appeal , marketing , sample (material) , status quo , geography , political science , chemistry , archaeology , finance , chromatography , law
The purpose was to study the impact of humorous advertisement on purchase decision, and in order to reach this objective, Uf one ads were analysed and compared to other mobile network ads which are being aired, especially in Pakistan’s telecom industry. Mobile users of Pakistan filled the questionnaires which were administered via distributing hard copies and online through Google Forms, from January 2017 to January 2018. Secondary data were collected using different research journals, which included JSTOR, Science Direct and Google Scholar. The planned sample size was 127 respondents. The results showed that humorous advertisement is one of the appeals which breaks the clutter.90% of the respondents said that humorous advertisements greatly affect the purchase decision. Hence, Ufone’s ads are effective. Recommendation for future research would be to study humour in detail, that is, by dividing the humorous appeal in categories like dark humour, slice of life humour and studying their respective impact on customer’s purchase decision.
Keywords: Humorous advertisement, advertisement effectiveness, purchase decision, telecom companies.