تلخیص
The purpose of the current study was to examine the impact of humorous advertisement on purchase decision. To the test the hypotheses, Ufone ads were analyzed and compared to other mobile network ads, which are being aired in Pakistans telecom industry. The data were collected from mobile users via survey method. The data were collected from January 2017 to January 2018. The sample size was 127. Data were analyzed using correlation and regression analysis. The findings suggested that humorous advertisement is one of the appeals which breaks the clutter. 90% of the respondents said that humorous advertisement greatly affects the purchase decision. Hence, Ufones ads are effective. Recommendation for future research would be to study humor in detail; that is dividing the humorous appeal in categories like dark humor, slice of life humor and studying their respective impact on customers purchase decision.
Abbiha Waqar. (2020) Impact of Humorous Advertising on Purchase Decision: In Context of Pakistans Telecom Industry, Jinnah Business Review, Volume 8, Issue 1.
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