Suchergebnisse

This study was carried out to find out the impacts of comic factor in TV advertisement on buying behavior of college and university students. Questionnaire was designed and used to gauge the effects of comedy in advertisements. Sample size was 120 and it was comprised of university business students (Preston University Islamabad, International Islamic University Islamabad and Qauid-e-Azam University Islamabad). Data Analysis provided coefficient of determination R square value as 0.576. With significant Alpha figure of all variables, F value was 26.907 at 0.01 level. Outcomes revealed that comedy in TV advertisement convinces the consumer's attention, interest, desire and action (AIDA) to buy the product. Objective of the study was achieved as it was found out that comic factor in TV ads affect the attention, interest, desire and action and hence buying behavior of students. Results also revealed that buying behavior of students due to comic factor in TV ads is gender free.

Gamers like to socially interact with other players and show off their avatar whenever it is conceivable in performance and appearance. This study aimed to develop a new construct—"Celebrity Avatar"—based on the celebrity endorsement model and player-avatar identification theory and add value to the survey using theory of consumption value (TCV) as a mediating role. As we know, celebrity and avatar identification show a positive influence on consumer behavioral decisions, so celebrity avatars altogether as a new construct showed positive results. The self-brand connection (SBC) and fantasy have a positive effect on the celebrity avatar. We found that four components of TCV, that is, enjoyment value, character competency value, visual character value, and monetary value, are applicable for depicting how celebrity avatars can persuade consumers to buy in-game items.