Record Details

Moderating Role of Credibility and Ad Liking Between Online Advertisement and Consumer Buying Behavior of University Students of Pakistan

ASEAN Marketing Journal

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Title Moderating Role of Credibility and Ad Liking Between Online Advertisement and Consumer Buying Behavior of University Students of Pakistan
 
Creator Rizwan Khalid; MS Scholar, COMSATS University Islamabad, Pakistan
Tehreemyasmeen Tehreemyasmeen; MS Scholar, COMSATS University Islamabad, Pakistan
 
Subject Online advertisement; Consumer buying behavior; entertainment; shopping; Display marketing
 
Description Research aim: The motivation behind the study is to see the effect of online ad on shopper conduct just from the university understudy point of view. Methodology: There are five autonomous factors in the study and one is the reliant variable. The study information is gathered from 300 respondents and put into the SPSS to make the determination through Multiple Regression. Theoretical contribution: The study is beneficial for the theory developers and the readers who are interested in designing the advertisement for youth because university students mostly consist of youth who have different thought of opinion because they are open to vast environment which is impacting on their thoughts. Research implication: The study demonstrates that 56.4 for each penny variety in ward variable is because of autonomy and reasoned that online promotion significantly affects shopper purchasing conduct and it is a huge section. 
 
Publisher Management Research Center, Department of Management, Faculty of Economics and Business, U
 
Contributor —
 
Date 2019-02-17
 
Type Peer-reviewed Article
 
Format application/pdf
 
Identifier http://journal.ui.ac.id/index.php/amj/article/view/10624
 
Source ASEAN Marketing Journal; Vol 10, No 2 (2018): Vol 10, No 2 (2018); December 2018; 127-136
 
Language en