The study emphasized on the role of hierarchy of effects model in advertisement and reviewed its historical background along with different phases. This study clarified the early development phase, modern development phase, some challenges and defenses, and digital phase of the model in detail. The study highlighted different steps of hierarchy of effects model and how it effectively influence customers mind in advertisement. The study mentioned the steps of awareness, interest, desire, action which is also known as AIDA model. The study anticipated that AIDA is the oldest acronym of marketing. It is best, will never change and can be applied to print, social, mobile, online and digital advertising.
Purpose: Puffery advertising is defined as advertising or promotional material that makes broad exaggerated or boastful statements which may mislead the consumers in developing their opinion or making purchase decisions. This study was conducted to explore the practice of puffery advertising in media industry of Pakistan and analyze the professionals’ perceptions about how it may influence the advertising industry. Design/Methodology/Approach: This study was conducted by getting the empirical data from major Pakistani advertising agencies. Both qualitative and quantitative research methods were used in this study. Amalgamation of different qualitative and quantitative techniques was ensured. Maximum quality of data was ensured by using both techniques. Findings: The study has been successful in digging out the possible issues and solutions related to puffery advertisements in the Pakistani advertising industry. Implications/Originality/Value: The results implicate that professionals are aware of this phenomenon, however, novice firms are involved in puffery advertisements. More awareness and responsible behaviors related to puffery in advertisements needs to be acculturated among professionals in advertising industry in Pakistan. The study has discussed the role of media regulating agency to take necessary measures to overcome such practice.
Purpose: Present study analyses social media users’ perceptions about presence of cyber bullying in political contents on Facebook and Twitter. In the presence of social media cells of political parties, this study designed to analyze impact of cyber bullying on political behavior of users. Design/Methodology/Approach: Present study utilized survey research techniques and data from 300 male and female social media users was collected through a well-designed questionnaire. Findings: Major findings indicate consistent use of social media by youngster and users believe that there is rise in political contents on social media. Social media bullying is creating a political divide among supporters of different political parties. Bullying contents creating hatred, enmity, hostility, aggression and anger against supporters of other parties. Users are the view that offensive language, photo shopped images, impersonation, spoofing, misleading facts are faced by users in political contents. Results also reveal that male users face more offensive language as compared to female users of social media due to wider friendship circle. Implications/Originality/Value: It is evident from the finding that bullying, trolling and memes has emerged as new way of political agenda setting and major area to reinforce voters about certain political ideology in the context of Pakistan’s political atmosphere.
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