The Tempting Force of Subliminal Messages in Instagram Advertising That Influences the Purchasing Decision of Generation Z in Pakistan

Abstract

This study is conducted with the purpose of analyzing the positive relation of brand loyalty and media richness subliminal messages with the purchasing behavior of the individuals. Subliminal stimuli was taken highly into account as it is considered to be the future of marketing. A quantitative method was adopted with a 5 Likert point questionnaires was given to a sample size of 241 students of business administration of Bahria University. For the analysis of the validity and reliability of the variables Cronbach alpha was used and to analyze the effect of independent variables on the dependent variable, regression analysis was used. This study solely focuses on the Generation Z that are between the ages of 6-24 years. This study was also specified to Pakistan, Islamabad to be exact