Consumer Attitude Towards Digital Advertisement and Its Impact On Purchase Intention in Pakistan

Abstract

Organizations are now moulding their marketing strategies to attract a major chunk that is available online; thus, they are more focused toward trying out different and uncanny advertising appeals, such as irritation, instead. This study focuses on the very idea of how irritating advertisements can affect attitude towards brands and their subsequent impact on purchase intention and brand loyalty. This paper has taken a sample of 390 consumers from Karachi, Pakistan, and used an irritating ad as a stimulus, then asked the respondents to fill out a survey. The results identified that the ad has a direct effect on attitude toward advertisement, brand loyalty, and purchase intention, but attitude toward advertisement does not mediate the relationship between irritating ads, brand loyalty, and purchase intention. Hence, our results verify that even though attitudes may not be an important intervening variable, ads do impact the loyalty and purchase intention towards brands.