Title: Effective Telecom Service Advertisements and Its Influence on Students Buying Behavior in Pakistan

Issue Number: Vol. 3, No. 2
Year of Publication: Jun - 2017
Page Numbers: 41-57
Authors: Alina Khan
Journal Name: The International Journal of E-Learning and Educational Technologies in the Digital Media (IJEETDM)
- Hong Kong
DOI:  http://dx.doi.org/10.17781/P002323

Abstract:


The aim of this research study is to find out the effectiveness of Pakistan telecom service advertisements in attracting university students and the factors that influence their buying behavior. The study was quantitative in nature and the methodology of nonprobability convenient sampling employed to collect data from 400 respondents from different universities of twin cities Rawalpindi and Islamabad. The main variables were low-cost, entertainment, convenience/ mobility and multimedia services. The result showed that those telecom service advertisements that hold humorous appeal played their role in attracting consumers. Telecom service advertisements presented in entertaining way affects the consumer purchase decision. Whereas, the respondents has not given more attention to those advertisements that fulfills their daily need easily and have convenience factor in it. Majority of the youngsters have not given much importance to multimedia services as compared to other factors. Thus from the findings it is concluded that Pakistan telecom service advertisements are effective in attracting consumers and guides their purchase decision.