Impact of Infotainment on Customer Outcomes: Moderating Role of Advertisement Quality & Mediating Role of Customer Experience Dr. Malik Muhammad Faisal
Department of Business Administration, Ghazi University, Dera Ghazi Khan, Pakistan
Abstract
One of the significant experiences to the traditional endeavors of crowd reach is arising pattern of infotainment. Infotainment experiences the traditional television sorts by consolidating two principal highlights of TV that is data and diversion. To lay out the viability of infotainment as a data classification, there is a need to lead further explores around here. A comparative analysis on the idea of infotainment and nature of promotion and with conventional promotion strategies see as helpful to test whether infotainment is as a matter of fact more informative than customary approach of publicizing items to clients. This study contributed to the body of knowledge concerning infotainment build especially by measuring its effect on verbal, buy goal as well as its balance and intervention through nature of infotainment ad and client experience separately. The study was exploratory, descriptive and carried out hypotheses testing on the collected responses on the by means of structured surveys. Questionnaire shared with the necessary respondents through web-based Google Docs application as well as printed versions of the poll were given to respondents through private contacts. Preacher & Hayes method of analysis was adopted in the study to analyze the relationship of the considered variables.
Keywords: Infotainment, Quality of Advertisement, Customer Experience, Word of Mouth, Purchase Intention, Irritation
