Impact of Advertising Media on the General Public of Pakistan

Abstract

This study delves into the intricate web of media dynamics in Pakistan, specifically exploring the pervasive influence of advertisements on the preferences and decisions of the general public. The research investigates the multifaceted impact of advertising across various media platforms and its role in shaping societal interests, consumer behavior, and decision-making processes. Through a comprehensive analysis of advertising strategies, content, and audience reception, this study aims to elucidate the mechanisms through which advertisements mold perceptions, sway opinions, and steer the choices of individuals in the Pakistani context. A systematic questionnaire was deployed to fulfill the study's objectives, gathering 350 valid responses from individuals aged 18 to 38 in major metropolitan areas of Pakistan. The collected data underwent analysis using Path Analysis, revealing that Ads on social media, TV, and magazines significantly impact young individual’s perceptions, thereby fostering their adoption. Moreover, the study uncovered that permission plays a constructive role in moderating the relationship between attitude and the acceptance of mobile marketing. These findings resonate with current marketing landscapes and address the needs of firms within this specific context. The study's primary focus lies in exploring the nexus between mobile advertising and user behavior, particularly centering on irritation, entertainment, perceived utility, and permission as key factors. The findings from this study are anticipated to contribute significantly to understanding the broader implications of advertising dynamics on public interests and choices in the unique socio-cultural landscape of Pakistan.