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Journal of Marketing and Consumer Research www.iiste.org

ISSN 2422-8451 An International Peer-reviewed Journal
Vol.31, 2017

Impact of Emotional Ads, Online Ads and Repetition Ads on

Customer Buying Behavior
Yasir Karim* Faiza Batool
Lecturer at Department of Business Administration, University of Sargodha Mandi Bahauddin Campus, P.O Box
No. 50400, Mandi Bahauddin, Punjab Pakistan

Abstract
Companies are trying to increase the services for their customers. The following study examines the impact of
emotional ads, online ads and repetition ads on customer buying behavior. This research is conducted to answer
the question that whether these ads have impact on customer buying behavior. This study focuses only on
telecom sector of Pakistan. The data was collected from three universities of Islamabad Pakistan. Questionnaires
were used for collection of data. For the analysis of data Correlation analysis was used. Purpose of current study
was to explore the impact of ads on buying behavior of customers in telecom sector of Pakistan. Sample size of
current study is 308; Simple convenient sampling method was used to select the respondents from population.
Results show that emotional ads, online ads and repetition of ads have positive and significant impact on
customer buying behavior in telecom sector of Pakistan. Data was analyzed through SPSS and correlation test
has been run to check the relationship of variables. It has leave room for the future researches in way that they
can find the impact of ads on various other factors other than buying behavior in various industry sectors.
Keywords: Emotional Ads, Online Ads, Repetition Ads, Customer Buying Behavior

1. Introduction
The basic purpose of advertisers in the world is to gain valuable customers by influencing their knowledge,
attitude and their buying behavior. Everyone in this world can develop success by adopting mass media such as
billboards, television, newspapers, advertising, internet, films, videos and magazines (Latif and Abideen, 2011).
Among all the marketing weapons, advertising creates a major impact on the mind of viewers by increasing its
exposure (Katke, 2007). It is said by most of the agencies and advertisers that advertising can build magic into
the marketplace (Russell and Lane, 1991). In this current situation advertising is a foremost source of developing
and upholding significant customer buying behavior in challenging market. As stated by (Hussainy, 2008) any
company cannot be a market leader without much investing in its promotional plans. The brand cognizance leads
to influence attention, selection and then purchases (Romaniuk & Sharp, 2003).
In this recent situation most of the companies adopted different types of advertisement strategies to
achieve the potential customer behavior toward their brands. Researchers have suggested that emotional
advertisements have valuable importance for customer buying behavior. Now customers with different social
backgrounds and cultures, bring advertisers notice that how their customer will perceive their standardized
message (Frith & Mueller, 2003). And on the other hand some researchers argued that if emotional appeals
measure properly, it may have some significant impact on customer’s memory and may lead to customer buying
behavior (Aaker, Stayman, & Hagerty, 1986)
The marketplace is also rapidly transforming and going to shift in the direction of online purchasing of
products as well online market business awareness. Ramaraj and Suzanna (2003) stated that because of modifies
in environmental culture, the importance of online business has become an act of concentrating interest on online
ads. Gallagher, Katherine, Foster, and Parsons (2001) stated that customers are getting control and command
over online ads, on where, what ads, at what time and how endless they would prefer to watch them. It means
that customer has full command on their liking and disliking about ads and they can easily change or avoid ads
which they do not like to watch and can watch those ads which they want.
Marketers are getting attention for many years pragmatic and basic interest towards repeated exposure
of advertising. Early research on the effects of repetition was motivated by the need to estimate the parameters of
repetition function to be incorporated not advertising media models (Aaker & Bruzzone, 1985). If so, customers
are observing different ads and publicity stunt from different companies toward the brand acceptance in the
different time, place and situations. It is not easy for today’s customer to remind different types of products and
services at the time of purchase. But on the other hand due to nonstop repetition of ad can cause aggravation and
too much knowledge of ad can also cause slight attention towards products and services. (Hansen & Wank, 2009)
stated that the well-known and unknown product awareness can be increase by ad repetition.

2. Specific Problem Statement

The mobile sector has selected for this study. In Pakistan, mobile industry is growing day by day like other
countries in the world. In 2004 density of mobile phones was 3.29%, which rose tremendously in April 2011 up
to 64.8%. So that’s why telecom sector is facing enormous competing challenges both competitors as well as the

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Journal of Marketing and Consumer Research www.iiste.org
ISSN 2422-8451 An International Peer-reviewed Journal
Vol.31, 2017

customer buying behavior in Pakistani market. The environment, latest technology, richness of a customer mind
and continued awareness in society lead to rise and fall the customer buying behavior. This study investigates
that how much significant impact is having emotional ads, online ads and repetition ads on customer buying
behavior in Pakistan’s mobile sector.

3. Research Objective
The purpose of this research study is to examining at what extent emotional ads, online ads and ads repetition
have influence on customer buying behavior. It is best for researcher’s knowledge that no research study has
been conducted in this direction with these variables having impact on customer buying behavior. This research
study replies the question that what extant emotional ads, online ads and repetition ads have impact on customer
buying behavior in telecom sector of Islamabad.

4. History of advertising
Previous studies have focused on the side Psychology advertising and suggest how to use the feelings of the
customers to attract attention and increase calls these ads, in the hope that lead to the purchase of this product to
a point in time (Elliot & Speck, 1998). These studies suggest that brand loyalty is a major barrier for new
companies in Lithuania to gain ground in the market and then, and provides researchers used several theories to
describe this consumer sentiment about a product or advertising .drop-off window. Heath, Brandt and Nairn
(2006) in their research showed that advertising associations in an attempt to achieve three things: flour, brand
awareness and persuasion.

5. Customer buying behavior

Customer behavior can be understand, the activities like emotional and physical which keep people while
choosing, consuming and arranging their products and services in the manner of fulfilling their wants. And now
it is time to learn necessary dimension of customer and his / her buying behavior. As shown in the purchase
decision, to the customer on a different type of risk level of products. In fact, the resolution varies with the type
of purchase decision. (Kotler & Armstrong, 2008).

5.1 Types of buying behavior

Complex buying behavior
Dissonance reducing buying behavior
Habitual buying behavior
Variety seeking buying behavior
In complex buying behavior category and the acquisition of the customer is aware of the important
differences between the markets and products. It can be, if the product is expensive, and are usually purchased
high self-expressive or high perceived risk (Cant, 2006). It is really important for marketers to understand and
help this complex process and potential customers to learn more about this product (Kotler & Armstrong, 2008).
Habitual buying behavior feature is handy to buy a complex behavior, and that he / she has a little
dedication and see some of the differences between the marks. Potential customers are not loyal to the brand
usually bought by ordinary (Cant, 2006). For this type of product and the customer does not go over the search
process, and that he / she gets the information about the product through advertising. In this context, traders use
price promotions to attract customers. In addition, try marketing to reach customers with icons, images, and
advertising campaigns and (Kotler and Armstrong, 2008).
Variety seeking behavior includes big difference between brands, but a small contribution of customer
often between brands (Cant, 2006). In this case that has some marketing strategies to reach customers. The
market leader and try to get the usual space sales plateau behavior, which never be avoided in the stock and not
advertising often memories. Challenger is the pricing, promotion, and free promotional samples stimulate
(Kotler & Armstrong, 2008).

5.2 Emotional ads

According to (Kotler & Armstrong, 2008) and others that promote and admit that ad is relatively important in the
consumer market because they gain a greater number of buyers tend to be routine and emotions play important
role in the purchasing decision.
People can understand advertising may be emotional due to many reasons (Aaker & Bruzzone, 1985).It
can be defined as emotional ads of the products are those ads those may or may not treated as socially entertain
able and comfortable for the significant area of population. These emotional issues are critical for organizations
sometimes and their customers as well, while advertising like “emotions” the attention of various viewers
pockets positively increase, favorable effect on behavior and helpful for memory (Dahl, Frankenberger and
Manchanda, 2003). In fact such type of significant emotional output can be in goodwill of product success

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Journal of Marketing and Consumer Research www.iiste.org
ISSN 2422-8451 An International Peer-reviewed Journal
Vol.31, 2017

(Pitts and Snook 1990). Emotional advertising may cause of damaging the customer buying behavior by its
artificiality and extra dramatization.

5.3 Online ads

Online advertising requires effective strategies in reaching customers these strategies may include
personalization and integration of multimedia and real-time interactions (Geissler,
Zinkhan andWatson, 2006). Banners ads and sponsorships are most important types of online
advertising. The definition of sponsorship is “ads that based on text format which has relation and fixed with
website content”. Sponsorship actually indentifies new product and new brand with very small text. Now
sponsorship has become most talented way to online advertising. Online sponsorships produced 1.87 billion
dollars in year of 2001, which was accounted as one- third of whole online advertising earnings of that year (IAB,
2001).
Pop-up ads and advertising pop ups that the pop-up advertising has a line of two subgroups: the floating
ads and pop-up ads. Announcements appear floating on the first page of the browser when you switch to another
window, then you have to wait for a certain period of time before they turn off the monitor. Today internet users
have little control on floating ads, because often they do not close the window to pause or stop the advertisement
(Cong and Robert, 2005).
According to (Baltas, 2003) banner ads appear on website in the form of rectangular display for serving
and motivating customers with option of one click to get more. In this way, they will not interfere with the user's
activity (Steven, Hairong and Joo-Hyun, 2002). As already mentioned, the banner is to intervene mainly on the
edge of the area, with the users activities. The user does not force you to prevent banner ad, and if they want
more information about the products, you can click on the banner to the specified destination (Ramaraj and
Suzanna, 2003).

5.4 Repetition ads

For many years, advertising researchers have studied the effects of advertisement repetition on customers'
cognitive responses, such as attention (Grass, Robert and Wallace 1969), recall (Valentine 1971), and brand
evaluation (Batra, Ray & Rajeeve, 1986). Recently, researchers have examined how repetition affects customers'
liking of the ads. . An early study by Marvin (1967) showed that when slides of ads were repeated in a virtually
uninterrupted sequence, subjects' liking of the ad slightly declined. This reflects the growing conviction of many
advertising researchers that customers' liking or disliking of an advertisement can influence the ad's effectiveness,
affecting attention, recall, brand evaluations, and other responses (MacKenzie, Richard, and Belch, 1986). Many
of the individuals, in this modern world have unstable evaluation that can be due to frequent publicity (in case an
ads watched on television screen may have disliked by viewer initially, however it became entertain able after
watching several times. Robert (1968) stated that as the exposure of the brand increases, more fruitful the
effective reaction of brand.

6. Research Model
To implement the study there are following dependent and independent variables are shown in the research
model.

Hypothesis
Following hypothesis has been created:
H1: There is a significant and positive relationship between emotional ads and customer buying behavior.
H2: There is a significant relationship between online ads and customer buying behavior.
H3: There is a significant and positive relationship between repetition ads and customer buying behavior.

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Journal of Marketing and Consumer Research www.iiste.org
ISSN 2422-8451 An International Peer-reviewed Journal
Vol.31, 2017

7. Research Methodology:
7.1 Population and Sample
Population of current study is those people who are buying their mobile phones in independent way. Students
from International Islamic University Islamabad, Qaid- e Azam University Islamabad and National University of
Modern Language Islamabad were selected as a sample of current study.

7.2 Sampling Technique and Sample Size

Researcher has used simple convenient sampling method to collect the data from respondents that is a valid
method (Saunders, Lewis, & Thornhill, 2007). Total 380 questionnaires are distributed to the respondents and
308 questionnaires are received which are filled rightly. Sample of current study is 308 that can cover the general
opinion of people.
The participants included in this research was select through convince sampling was used criteria of
willingness to participate and ethnic diversity. Total number of respondents who participated in this study, males
and females were 308. Modified five point Likert scale was used. The researcher was kept in consideration the
research ethics related convenience for male and female participation, their consent and trust during research.
The data was analyzed with Statistical Package for Social Science (SPSS).

7.3 Data Collection Technique and Instrument

Questionnaire has been used to collect the primary data from respondents. Four variables have been used to
investigate the issue. The study is cross sectional and data was gathered once in a period of almost two months.
Researcher has taken items of emotional ads of Vanessa (2010) that have used these items to investigate the
impact of emotional advertisement impact on boys and girls. Researcher has taken items of online ads of (Jin,
Handan, and Gabriel, 2010) as they used these items to measured advertising management influence
effectiveness of online advertising. Researcher has taken items of repetition ads of (Sohail and Sana 2011). And
researcher has taken items of customer buying behavior of (Lycourgos 2011). Questionnaire is approved from
previous researchers. All questions are close ended which are explored in five choices(Sekaran, 2006). The
variables were measured by 5 point Likert scale rating option was categorized as 1=strongly disgree, 2=disgree,
3=Neutral, 4=Agree, 5=Strongly Agree.

8. Data Analysis and Results

Insert Table No 1 Here
8.1 Instrument Reliability
Table shows that alpha coefficient values of emotional ads, repetition ads, online ads and customer buying
behavior. The alpha coefficient value of first independent variable emotional ads was 0.77, for online ads .76, for
repetition ads .75 and for customer buying behavior was .76 which was good for the reliability of the data. All
independent variables and dependent variable show value more than 0.70 as standard value of reliability as
proposed by (Nummally, 1978). That indicates instrument used in this article is reliable and we can confidently
run all statistical tests and interpret the results.
Insert Table No 2 Here
Correlation Analysis
Pearson correlation with two tail level of significance was applied.
Correlations
E.Ads On.Ads Rp.Ads

Pearson Correlation
Emotional Ads
Sig. (2-tailed)

Pearson Correlation .616**

Online Ads Sig. (2-tailed) .000

Pearson Correlation .363** .446**

Repetition Ads Sig. (2-tailed) .000 .000

Pearson Correlation .644** .651** .501**

Customer Buying
Sig. (2-tailed) .000 .000 .000
Behavior
**. Correlation is significant at the 0.01 level (2-tailed).
Results of current model show positive correlation that indicates the positive relationships. Result
shows that emotional ads are positively correlate with the customer buying behavior, it has (r=.154**, p<0.05 )

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Journal of Marketing and Consumer Research www.iiste.org
ISSN 2422-8451 An International Peer-reviewed Journal
Vol.31, 2017

that indicate there is significant relationship between emotional ads and customer buying behavior. Online ads
are showing positively relationship with the customer buying behavior value of( r= .379**, p<0.05) that is
showing a significant impact of online ads on the customer buying behavior. Repetition ads are showing
positively relationship with the customer buying behavior value of (r= .457**, p<0.05) that is showing a
significant impact of online ads on the customer buying behavior. Overall results indicate there is significant role
of these ads on customer buying behavior of students of different universities in Islamabad. Degree of
association between dependent and independent variables is statistically significant as p value is 0.000 which is
less than 0.05%.so on the basis on these results all three hypothesis has accepted as respondents are agree with
online ads, these ads do not irritate them instead of this online ads are great source of awareness . Results show
there is positive relationship between emotional ads, repetition ads on customer buying behavior.

9. Conclusion and Future Recommendations

Emotional ads have positive impact on customer buying behavior in mobile sector of Pakistan, as the hypotheses
H1 accepted: online ads have positive impact on customer buying behavior and H2 is accepted: repetition of ads
have positive impact on customer buying behavior and H3 is accepted in telecom sector of Pakistan.
This study suggests that peoples feel happy to see ads in emotional way or with emotional touch in
telecom sector of Pakistan. This study suggests that emotions can lead positive buying behavior towards a
product, other than non emotional touch.
This study has found that online advertising can also enhance and positive influence on customer
buying behavior of mobile sector of Pakistan. So it is very vital for advertiser and marketing managers to pay
attention upon this online ads direction in order to get positive response towards their brands.
It has found in this study that repetition of ads can create positive and significant impact on customer
buying behavior in mobile sector of Pakistan. Now the marketers and advertiser can learn that repeated exposure
of ads can enhance and lead product acceptance by the targeted customers. Today due to many reasons like
competition and alternative product option for purchaser, it has become very necessary to get customer attention
by ads repetition towards buying behavior of customer.

10. Limitations of study

This study is limited to mobile sector only, the future researchers can look into different sectors.. This study was
limited to twin city of Pakistan; in future the researches can get better and different results. The data was
collected from students of different universities of Rawalpindi and Islamabad, in future for better results by the
researches can get data from general public and from other organizations and companies. The data was collected
in very limited time frame in future the result can be different by taking more time on data collection. In this
study convenient sampling technique is used due to parsimony, the findings can be different in future by using
other sampling technique.

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