Pop-Up AD – Hit Or Miss?

Abstract

Advertising techniques have changed with time and so the way of doing business. Promotional tactics and marketing strategies altered customer’s behavior and perception of buying. This research is based in Karachi, researched about consumer buying behavior, consumer perception at pop up advertisement and retention of the consumer on the appearance of pop up ads. Final results are depicted through path coefficient, total effect, and outer loading. Furthermore, R square, F square, and reliability and validity are also used in PLS. Online questionnaires were conducted on 153 populations falling under the age group of 15-55 living in Karachi, Pakistan. Descriptive analysis was done by using smart PLS software. The purpose of this research is to find out the effectiveness of Popup ads and their positive or negative impact on the business and behavior of consumers. Variables of consumer buying behavior, perception, and retention are related to each other. And are affecting overall pop-up advertising. Consumer buying behavior and perception of consumer is negative regarding pop up ads. Pop up ads are obstruction and serves as a blockage in the work of individual.