Linking Direct to Consumer Advertising with Theory of Planned Behavior for the Purchase of Over-The-Counter Skin Care Products: Empirical Evidence from Inhabitants of Karachi
Download| Volume 5 Issue 2, 2024 | |
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| Author(s): |
Muhammad Faisal Sultan(Corresponding Author)
Nazia Abdul Rehman
Shahzad Nasim
Zaibunnisa Siddiqi
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| Abstract | This study aims to understand the association between direct-to-consumer advertisement and over-the-counter allopathic medicine. The study has been conducted through quantitative analysis to check the indirect effect of direct-to-consumer advertisement over customer’s intention to purchase. The association is based on the theory of planned behavior to cover the knowledge and population gaps posited by the previous research work. Previous studies do not address the association between direct-to-consumer advertisements and customers’ intention to purchase. Hence, there is a significant knowledge and contextual gap related to the use of direct-to-consumer advertisement for skin care products. However, data collection in this regard is difficult due to a lack of consumer interest in advertisements. Therefore the questionnaire used in the study has been divided into two sections that may check customers’ attitude towards advertisement of allopathic medicine before collecting data about the use of DTCA. Data has been collected through convenience sampling and analysis has been conducted by SMART-PLS. Findings indicated that the use of the theory of planned behavior is effective in assessing the impact of direct-to-consumer advertising on the customer’s intention to purchase over-the-counter skin care products. Hence, it is optimal to reflect that direct-to-consumer advertisement has a definite association with customer’s attitudes and an indirect association with customers’ intention to purchase over-the-counter skin care products. |
| Keywords | Over-the-counter products, Direct to Consumer Advertisements, Theory of Planned Behavior, Customer’s Attitude & Intention to purchase |
| Year | 2024 |
| Volume | 5 |
| Issue | 2 |
| Type | Research paper, manuscript, article |
| Recognized by | Higher Education Commission of Pakistan, HEC | Category | "Y" | Journal Name | ILMA Journal of Social Sciences & Economics | Publisher Name | ILMA University | Jel Classification | - | DOI | ISSN no (E, Electronic) | 2790-5896 | ISSN no (P, Print) | 2709-2232 | Country | Pakistan | City | Karachi | Institution Type | University | Journal Type | Open Access | Manuscript Processing | Blind Peer Reviewed | Format | Paper Link | http://ijsse.ilmauniversity.edu.pk/arc/Vol5./pdf/v2/4.pdf |