Abstract:
Purpose. The purpose of this study is to find out how deceptive marketing activities
(advertisement) effects consumer loyalty in telecom sector.
Methodology/Sample: This research has been based on explanatory research. Research has been
conducted from those individuals who are mobile phone users. The sample size for this study is
400.1n order to get reliable findings for this study, data has been collected by using primary data
collection method and the instrument that has been used is questionnaire through which primary
data has been obtained from the respondents. Secondary data has also been taken in
consideration. In this study the researcher has used four variables, call charges, network quality,
packages, network coverage and customer service to measure deception in telecom advertisings.
The questionnaire has been filled online by using Google Drive. The data that has been collected
through questionnaire has been entered into SPSS where different tools have been applied to get
the results.
Findings: This study analyzes the relationship between deceptive advertising and consumer
loyalty in telecom sector. It has been found that there is a relationship between both of them and
deceptive advertising has great influence on consumer loyalty.
Future Implication: This study is limited to telecom sector of Pakistan whereas the topic
deceptive advertising can be applied on mostly every industry in the world.
