Consumer buying behavior influence by the covert advertising and their sources

  • Areeba Khokhar

Abstract

The modern advertising technique includes online advertising, covert advertising, indirect advertising, social service advertising, celebrity advertising and digital out of home advertising an so on. The advertising becomes more competitive a complex. The purpose of the research is to investigate the impact of covert adverting on consumer buying behavior in a context of Pakistan. Quantitative method was used and data was collected through surveys, questioner, and internet. As ample size is 100 both male and female Result shows that the instrument is reliable to measure the construct.

Published
2015-06-26
How to Cite
KHOKHAR, Areeba. Consumer buying behavior influence by the covert advertising and their sources. RADS Journal of Social Sciencess & Business Management, [S.l.], v. 2, n. 2, p. 13-20, june 2015. ISSN 2522-3208. Available at: <http://jssbm.juw.edu.pk/index.php/jssbm/article/view/9>. Date accessed: 24 july 2021.