Abstract
This study is aimed to investigate the novel role of advertising in educating the people. To conduct the
study, data was collected through a survey questionnaire from 206 millennials in Lahore, Pakistan who
were the users of smartphone and aged between 18-34 years. The study recorded the effects of these
TVCs including education, information and reliability the choice of respondents’ for downloading these
apps. Three hypotheses were formulated to scrutinize these effects through statistical analysis. The results
of this study show that consumers (millennials) consider TV advertisements the most important and
reliable source of education about smartphone apps and prefer to download only those apps about whom
they get information significantly in order to use them for numerous purposes. The study may be called a
pioneer study in this regard to filling the research gap in Pakistan. No consent has been made among
researchers regarding the inimitable role of television commercials (TVCs) of smartphone applications
about to inform, educate and transform the consumer behaviour of millennials, particularly in Pakistan.
Anjum Zia, Moneeba Iftikhar. (2018) Television Commercials as a Tool of Education: The Usage and Impact of Smartphones among Millennials, Journal of Research and Reflections in Education, Volume 12, Issue 2.
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