Advertising Overload: The Impact of Information Overload On Brand Awareness: Case of University Of Swat Students
Keywords:
Information Overload, Advertising, Excessive, Brand Awareness, PakistanAbstract
Information overload due to the excessive advertisement is a seriousconcern. Marketers think that they
can achieve favorable marketing outcome such as brand awareness and higher sales using the excessive
advertisement. However, research suggests that excessive advertisement may not be very beneficial. In
this study, this issue is investigated using the information overload as independent variable and brand
awareness as dependent variable. The methodology used in this study is quantitative and survey is used
for data collection. For sampling, we used the University of Swat students. A total of 148 surveyswere
used for analysis and method of sampling was convenience non-random sampling. Results shows that
mostly respondents reported a higher problem of information overload due to the excessive
advertisement. Furthermore, regression results showed that information overload is negatively
influencing customer brand awareness (β=-.317, P<.05). Results have implications for marketers.
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