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Most large local and multinational giant companies are now practicing digital marketing in full swing.
We believe that the study will offer useful insights for both advertising scholars and executives to understand the ins and outs of advertising and to assist marketers in introducing better approaches to advertising.
Advertising is a way of communication to encourage an audience for making purchase decision about a product or service and conveying information to viewers.
It is considered as a vital and essential element for the economic growth of the marketers and businesses (Ryans, 1996).
Former studies suggest that entertainment in advertising generates customer satisfaction (Chang, 2006). For instance, Duncan and Nelson (1985) conducted a research on how entertainment in advertisement affects consumers.
They analysed 157 responses towards advertising and found that entertaining advertisements can influence consumers.