Impact Of Television Media In Influencing Consumer Buying Behaviour Through Humourous Adverstisements


The evolution of information technology has resulted in the rapid development of Media in the recent times. As a result, the impact created by media on the day to day lives of individuals has also increased to a great extent. The purpose of this paper is to identify how television as an advertising media has impacted the buying behavior of consumers belonging to different demographic profiles namely age, gender, source of income and educational level respectively over a period of time through systematic review of existing literature review.This paper has also proposed a framework and set of propositions portraying the relationship between demographic variables of consumers and the impact that humor in television advertisement creates on their buying behaviors respectively.