Effect of viewership and information on materialism and compulsive buying behavior- A comparative study of television and digital advertising

Farah Ahmad,Yasser Mahfooz

doi:10.14738/abr.712.7616

Abstract

This comparative study between television and digital advertising explores the effect of viewership and information on compulsive buying behavior. To test the relationships in proposed framework, data was collected through self-administered questionnaires using convenience sampling technique. Out of 285 responses, 267 were chosen for the purpose of study and analyzed for descriptive statistics as well as relationship between information, materialism and buying behavior. Significant positive relationship was found between all dimensions. For both online and television advertising, viewership factors were found to have a higher impact than information on materialism. On compulsive buying behavior, viewership was more effective as compared to information, whereas for television advertising information had a greater effect.

Highlights

The communication process of advertisements and the response of viewers to various forms of advertising have been studied multiple times (Ghani & Zain, 2004; Jayasinghe & Ritson, 2013; Jin & Lutz, 2013)
Advertising information and socially engaging advertisements have held the power over various viewers during the viewer event (Jayasinghe & Ritson, 2013), and a theoretical framework about the advertising engagement and consumption in domestic settings by studying the culturally framed viewing contexts and practices was proposed
This study focuses on effect of television and digital advertisements on the compulsive buying behavior of respondents in the Kingdom of Saudi Arabia

Summary

Introduction

The communication process of advertisements and the response of viewers to various forms of advertising have been studied multiple times (Ghani & Zain, 2004; Jayasinghe & Ritson, 2013; Jin & Lutz, 2013). Much research has been done on the effects and results related to the variables like broadcast, and social context on audience reception and engagement presented (Murry & Dacin, 1996; Raghunathan & Corfman, 2006). Recall of advertisements and attitude towards brand are studied (Murry et al, 1992). Advertising information and socially engaging advertisements have held the power over various viewers during the viewer event (Jayasinghe & Ritson, 2013), and a theoretical framework about the advertising engagement and consumption in domestic settings by studying the culturally framed viewing contexts and practices was proposed. There are different studies within consumer research that are done in the advertising context which are largely derived from cognitive and social psychology. Researchers often adapt experimental methods to determine measures of advertising engagement and effectiveness (Jayasinghe & Ritson, 2013)

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