Effectiveness of Online Adverts on the Purchasing Behavior and Cultural Change among University Students

Abstract

This research article is an analysis of the Effectiveness of Online Adverts on Purchasing Behaviour and cultural change among Students at the University of Central Punjab, Lahore, Pakistan. The main research hypothesis is, “It is perceived as online adverts help in promoting purchasing behavior among Students of the University of Central Punjab, Lahore.” This study is conducted on a quantitative survey research design, for this purpose representative sample size of 160 undergraduate and graduate students are drawn using a stratified sampling technique. To document and analyze the research objectives of purchasing behavior of students and the role of online adverts in promoting new trends and glamour which resultantly become agents of social change, distinct statistical tests i.e. ANOVA and one sample t-test are used. The findings of the study reveal that there is a significant relationship between online adverts and purchasing behavior of students moreover online adverts also promote new trends and glamour which helps in bringing and maintaining social change.