Abstract
The aim of this study it finds out the impact of humor in advertising on consumer purchase intention in Ufone network out of telecommunication sector of Pakistan. Data was collected through questionnaire on
five point Likert scale from 200 respondents conveniently from the users of telecommunication sector of Pakistan. This is the descriptive study. The researcher uses the probability and convenience sampling
techniques for the collection of data. Correlation and regression were used as statistical test of data. SPSS are used to analyze the data. Through analysis it was found that humor in advertising has significant
impact on consumer purchase intention. To improve the relations with purchase intention and humor in advertising in Pakistan are the major factors in this study. The purpose of this research is to determine the
impact of humor in advertising on consumer purchase intention. The nature of this study is descriptive. The concept of humor in advertising are associated with consumer purchase intentions.
HAMID MEHMOOD, SAAD MASOOD. (2016) Impact of Humor in Advertising on Consumer Purchase Intention: A Study on Ufone Network from Telecommunication Sector in Pakistan, International Review of Management and Business Research, Volume 5, Issue 3.
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