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How Functional and Emotional Ads Drive Smartphone Adoption: A Study of University Students of Pakistan

Author

Listed:
  • Saeed, Adeel Bin
  • Khalid, Humayun
  • Faiz, Manahil
  • Ali, Rida
  • Ali, Shayan

Abstract

The purpose of this study is to examine the advertising strategies and know that how the functional and emotional ads drive smartphone adoption how they capture the attention of audience and fulfill their demands by ads. Advertising play important role in decision making. Firms use emotional ads to hit positive emotions about products it help us to know that how functional and emotional ads help in awaking the person's adoption feeling. The study investigates the influence of emotional and functional ads on indiviuals purchasing behavior that how many people change their purchasing towards smartphones. We use quantitative approach in this study. This research is survey based and we done collection of data through questionnaire. All the data accumulated through questionnaires are transferred into numerical form through SPSS (statistical package for the social science) and PLS (partial least square) it accepts the numerical variable. we collected the data of 509 respondents. The purpose of this study is to identify that what are the variables which effects so they have to be a simple and make a good and functional ad which attract the audience. Another one is also showing significant relationship between emotional advertising and expected enjoyment they have to make a benefits and facilities which their product give they have to see their competitors that what they are doing and comeup with something new to encourage the customers they have to connect people by showing emotional images. Moreover, another significant relationship is There is significant relationship between attitude towards using and adoption intention now my suggestion that to increase adoption intention they have to fulfill all the needs of their customers It is also recommended that research should also be done by using different variables It is also recommended that research should also be done in offices and take the employees perception.

Suggested Citation

  • Saeed, Adeel Bin & Khalid, Humayun & Faiz, Manahil & Ali, Rida & Ali, Shayan, 2020. "How Functional and Emotional Ads Drive Smartphone Adoption: A Study of University Students of Pakistan," MPRA Paper 104468, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:104468
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    References listed on IDEAS

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    1. Wasim Qazi & Syed Ali Raza & Komal Akram Khan, 2020. "The contradiction between self-protection and self-presentation on knowledge sharing behaviour: evidence from higher education students in Pakistan," International Journal of Knowledge and Learning, Inderscience Enterprises Ltd, vol. 13(3), pages 246-271.
    2. Agrebi, Sinda & Jallais, Joël, 2015. "Explain the intention to use smartphones for mobile shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 16-23.
    3. Norazah Mohd Suki, 2011. "Subscribers’ intention towards using 3G mobile services," Journal of Economics and Behavioral Studies, AMH International, vol. 2(2), pages 67-75.
    4. Syed Ali Raza & Masooma Abidi & Ghulam Muhammad Arsalan & Arshian Shairf & Muhammad Asif Qureshi, 2018. "The impact of student attitude, trust, subjective norms, motivation and rewards on knowledge sharing attitudes among university students," International Journal of Knowledge and Learning, Inderscience Enterprises Ltd, vol. 12(4), pages 287-304.
    5. Martins, José & Costa, Catarina & Oliveira, Tiago & Gonçalves, Ramiro & Branco, Frederico, 2019. "How smartphone advertising influences consumers' purchase intention," Journal of Business Research, Elsevier, vol. 94(C), pages 378-387.
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    More about this item

    Keywords

    Functional advertising; expected enjoyment; symbolic value; attitude towards using. Emotional advertising.;
    All these keywords.

    JEL classification:

    • M1 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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