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ADVERTISEMENT AND WORD OF MOUTH INFLUENCE ON PURCHASE BEHAVIOR

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14 Pages : 144 -153

http://dx.doi.org/10.31703/gdpmr.2022(V-I).14      10.31703/gdpmr.2022(V-I).14      Published : Mar 2022

Advertisement and Word of Mouth Influence on Purchase Behavior

Abstract

    This study contributes to our understanding of purchase behavior in Pakistani society. This study focuses on whether advertising and word-of-mouth affect people's shopping decisions or whether they don't give it much thought at all. The study explores customer involvement in the fashion clothing industry. For many buyers, fashion clothes are a significant and meaningful item.Customers either want to be devoted and tie themselves to a brand they have used in the past, or they don't want to do that. Results confirm that word-of-mouth and advertising both have a significant impact on customers' purchase behavior.

    Purchasing behaviour, Advertising, Word-of-mouth

    (1) Sanam Bhutto
    Department of Textile Design, Shaheed Allah Buksh University of Art, Design and Heritages, Jamshoro, Sindh, Pakistan.
    (2) Hina Marvi
    Department of Architecture and Planning, Shaheed Allah Buksh University of Art, Design and Heritages, Jamshoro, Sindh, Pakistan.
    (3) Raj Kumar
    Department of Textile Design, Shaheed Allah Buksh University of Art, Design and Heritages, Jamshoro, Sindh, Pakistan.
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Cite this article

APA

CHICAGO

    CHICAGO : Bhutto, Sanam, Hina Marvi, and Raj Kumar. 2022. "Advertisement and Word of Mouth Influence on Purchase Behavior." Global Digital & Print Media Review, V (I): 144 -153 doi: 10.31703/gdpmr.2022(V-I).14

HARVARD

    HARVARD : BHUTTO, S., MARVI, H. & KUMAR, R. 2022. Advertisement and Word of Mouth Influence on Purchase Behavior. Global Digital & Print Media Review, V, 144 -153 .

MHRA

    MHRA : Bhutto, Sanam, Hina Marvi, and Raj Kumar. 2022. "Advertisement and Word of Mouth Influence on Purchase Behavior." Global Digital & Print Media Review, V: 144 -153

MLA

    MLA : Bhutto, Sanam, Hina Marvi, and Raj Kumar. "Advertisement and Word of Mouth Influence on Purchase Behavior." Global Digital & Print Media Review, V.I (2022): 144 -153 Print.

OXFORD

    OXFORD : Bhutto, Sanam, Marvi, Hina, and Kumar, Raj (2022), "Advertisement and Word of Mouth Influence on Purchase Behavior", Global Digital & Print Media Review, V (I), 144 -153

TURABIAN

    TURABIAN : Bhutto, Sanam, Hina Marvi, and Raj Kumar. "Advertisement and Word of Mouth Influence on Purchase Behavior." Global Digital & Print Media Review V, no. I (2022): 144 -153 . https://doi.org/10.31703/gdpmr.2022(V-I).14