THE INFLUENCE OF OUTDOOR ADVERTISING ON SOCIAL BEHAVIOR
AND CONSUMER EDUCATION AMONG YOUTH IN KARACHI
RESEARCHER NAME
MUHAMMAD BAQAR ZAIDI
RESEARCH SUPERVISER
AFIFA FATIMA
DEPARTMENT OF SOCIOLOGY
UNIVERSITY OF KARACHI
2022-23
Table of Content
Table of Content ............................................................................................................ 2
Abstract .......................................................................................................................... 3
Introduction .................................................................................................................... 4
Literature Review........................................................................................................... 9
Methodology ................................................................................................................ 33
Results .......................................................................................................................... 35
Analysis........................................................................................................................ 60
Discussion .................................................................................................................... 75
References .................................................................................................................... 85
Appendix ...................................................................................................................... 88
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Abstract
This comprehensive study delves into the intricate dynamics between outdoor
advertising, social behavior, and consumer education within the youth demographic in
Karachi. Examining various participant demographics such as age, gender, education,
and occupation, the research offers a detailed understanding, with a particular focus on
individuals aged 31-40. The prevalence of outdoor advertisements, encompassing
billboards, digital displays, and posters, underscores the pervasive nature of this
medium in Karachi.
The research investigates the perceived impact of outdoor advertisements on personal
values, societal attitudes, and cultural perceptions. Analysis of the findings reveals a
widespread recognition of a moderate influence, with a notable segment expressing
skepticism, emphasizing the importance of ethical considerations in advertising
practices. Additionally, the study explores the relationship between advertising
exposure and social behavior, questioning whether outdoor advertising reflects or
actively shapes societal norms. Comparisons with existing literature enrich the
discussion, providing insights into cultural factors that influence responses in Karachi.
While acknowledging limitations, such as sample size constraints, the study lays a solid
foundation for future research endeavors. In conclusion, this research contributes
valuable insights for advertisers seeking to craft campaigns that not only capture
attention but also align positively with the values and perceptions of Karachi's youth. It
serves as a practical guide for navigating the dynamic marketing landscape in a way
that resonates authentically with the target audience.
Keywords: Outdoor advertising, Youth perspectives, Social behavior,
Consumer education, Karachi, Visual appeal, Personal values, Societal attitudes,
Cultural perceptions, Advertising exposure, Social norms, Marketing landscape
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Introduction
Background:
In the bustling urban landscape of Karachi, outdoor advertising stands as a
ubiquitous and influential force, shaping the visual and informational environment that
residents navigate daily. The city's streets are adorned with an array of billboards,
posters, and digital displays, collectively constituting a dynamic medium that extends
its reach to diverse demographic groups. Outdoor advertising, by its very nature,
occupies public spaces, making it an integral part of the shared cultural experience and
societal consciousness.
Advertising, in general, has long been recognized for its ability to mold
perceptions, influence behaviors, and guide consumer choices. However, the impact of
outdoor advertising, particularly in urban settings like Karachi, is a multifaceted
phenomenon that deserves closer scrutiny. As technology advances and consumer
demographics evolve, understanding the dynamics between outdoor advertising and its
audience becomes paramount, especially when considering the unique socio-cultural
context of Karachi.
Rationale:
This study seeks to delve into the intricate relationship between outdoor
advertising, social behavior, and consumer education, with a specific focus on the youth
demographic in Karachi. The rationale behind this exploration lies in the pivotal role
that youth play as both agents of cultural change and a prime target for advertisers. As
a demographic characterized by impressionability and a burgeoning consumer identity,
the youth population stands at the intersection of cultural influence and economic
impact.
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Moreover, with the rapid expansion of information channels and the
diversification of advertising platforms, understanding how outdoor advertising
contributes to shaping the worldview and consumer awareness of youth in Karachi
becomes crucial. By unraveling this relationship, we aim to shed light on the broader
implications for both the field of sociology and the practical realms of marketing and
communication within the city.
Scope of the Study:
While this research centers on outdoor advertising's influence on youth in
Karachi, it acknowledges the dynamic and complex nature of the urban environment.
The scope of the study encompasses an exploration of various types of outdoor
advertisements, their prevalence, and their potential impact on social behavior and
consumer education among the youth demographic. However, it is essential to
acknowledge the inherent limitations and constraints that may affect the
generalizability of our findings beyond the specific context of Karachi.
Research Question and Objectives:
At the heart of this study is the fundamental inquiry into the influence of outdoor
advertising on social behavior and consumer education among the youth in Karachi. To
guide our investigation, the following research question and objectives have been
formulated:
Research Question:
How does outdoor advertising in Karachi influence the social behavior and
consumer education of the youth?
Objectives:

To assess the prevalence and diversity of outdoor advertising in Karachi
targeting the youth demographic.
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
To examine the perceived impact of outdoor advertising on the social
behavior of youth in terms of values, attitudes, and cultural perceptions.

To investigate the role of outdoor advertising in shaping consumer
education and awareness among the youth in Karachi.
Significance of the Study:
This study holds broader societal significance by contributing to our
understanding of the intricate interplay between advertising, societal dynamics, and
consumer behavior. The insights gained are expected to inform not only academic
discourse within the fields of sociology and communication but also hold practical
implications for marketers, advertisers, and policymakers. Unraveling the influence of
outdoor advertising on the youth demographic can provide valuable knowledge for
creating more informed and responsible advertising strategies, fostering a symbiotic
relationship between advertisers and their audience.
Theoretical Framework:
In framing our investigation, we draw upon established theories from sociology,
communication, and marketing. Theories such as Social Learning Theory, Cultivation
Theory, Consumer Decision-Making Models and Hierarchy of Effects Model offer
conceptual lenses through which we can analyze the mechanisms and processes
involved in the impact of outdoor advertising on social behavior and consumer
education among youth.
Methodology Preview:
To address our research question and objectives, a comprehensive research
methodology has been devised. This methodology combines surveys to gather
quantitative data. The selection of this methods is grounded in the aim of providing a
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holistic understanding of the complex relationship between outdoor advertising and the
youth demographic in Karachi.
Organization of the Thesis:
The remainder of this thesis is structured to explore the outlined research
question and objectives systematically. The next section provides a thorough review of
existing literature, illuminating the current understanding and gaps in knowledge
regarding outdoor advertising and its effects. Subsequent chapters detail the theoretical
framework guiding our study, the methodology employed, results obtained, and a
comprehensive discussion of findings. The thesis concludes with a summary of key
insights, implications, and avenues for future research. Through this structured
exploration, we aim to contribute valuable knowledge to the broader academic and
practical landscape.
Variables:
Independent Variable: Types of outdoor advertisements, exposure frequency.
Dependent Variables: Social behavior (measured by perceived influence on
values, attitudes, and cultural perceptions), consumer education (measured by
awareness and knowledge of advertised products or services).
Hypotheses:
Types of Outdoor Advertisements and Social Behavior:
Hypothesis 1 (H1): The frequency of exposure to different types of outdoor
advertisements is significantly related to the perceived influence on personal values
among youth in Karachi.
Hypothesis 2 (H2): The frequency of exposure to different types of outdoor
advertisements is significantly related to the perceived influence on attitudes toward
societal issues among youth in Karachi.
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Hypothesis 3 (H3): The frequency of exposure to different types of outdoor
advertisements is significantly related to the perceived influence on cultural perceptions
among youth in Karachi.
Types of Outdoor Advertisements and Consumer Education:
Hypothesis 4 (H4): The frequency of exposure to different types of outdoor
advertisements is significantly related to the awareness of advertised products/services
among youth in Karachi.
Hypothesis 5 (H5): The frequency of exposure to different types of outdoor
advertisements is significantly related to the knowledge of advertised products/services
among youth in Karachi.
Exposure Frequency and Social Behavior/Consumer Education:
Hypothesis 6 (H6): There is a significant relationship between the frequency of
exposure to outdoor advertisements and perceived influence on social behavior (values,
attitudes, cultural perceptions) among youth in Karachi.
Hypothesis 7 (H7): There is a significant relationship between the frequency of
exposure to outdoor advertisements and consumer education (awareness, knowledge)
among youth in Karachi.
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Literature Review
Related Theories
The Social Learning Theory
The Social Learning Theory, posited by Albert Bandura, constitutes a pivotal
framework for comprehending the potential impact of outdoor advertising on social
behavior and consumer education among the youth in Karachi. Rooted in the premise
that individuals acquire behaviors, attitudes, and cognitive processes through
observational learning and modeling, this theory is particularly germane to
understanding how young individuals may be influenced by the pervasive outdoor
advertising landscape in an urban setting. Within the context of Karachi's dynamic
socio-cultural milieu, where the youth are exposed to an array of outdoor
advertisements disseminating diverse messages, Social Learning Theory elucidates the
mechanisms through which these stimuli may shape perceptions, preferences, and
decision-making processes. As young individuals observe and emulate behaviors
depicted in outdoor advertisements, the theory suggests that such exposure may
contribute to the diffusion of consumer knowledge and the internalization of social
norms related to purchasing behavior. (Ronald, 2015)Furthermore, considering the
interactive nature of social learning, the theory underscores the potential role of
interpersonal influences, emphasizing the importance of peer interactions and social
networks in mediating the impact of outdoor advertising on the youth in Karachi. The
application of Social Learning Theory in this research not only provides a conceptual
framework for investigating the intricate interplay between outdoor advertising, social
behavior, and consumer education but also offers insights into the nuanced pathways
through which observational learning processes unfold in a diverse and dynamic urban
context.
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Cultivation Theory
Cultivation Theory, developed by George Gerbner, serves as a pertinent
theoretical lens to examine the influence of outdoor advertising on social behavior and
consumer education among the youth in Karachi. This theory asserts that prolonged
exposure to media content, including advertising, contributes to the shaping of
individuals' perceptions and beliefs about social reality. (Potter, 1993) In the context of
Karachi's urban landscape, where outdoor advertising is omnipresent, Cultivation
Theory suggests that consistent exposure to commercial messages in public spaces may
cultivate particular attitudes, values, and expectations among the youth. As they
navigate through a visually saturated environment, the theory posits that the cumulative
impact of outdoor advertisements could potentially contribute to the cultivation of
consumer-oriented norms and behaviors, influencing the way young individuals
perceive societal values and their roles as consumers. By employing Cultivation Theory
in this research, we can delve into the long-term effects of outdoor advertising on the
youth's worldview, understanding how the repeated exposure to commercial messages
shapes their perceptions of consumer culture and societal norms. Additionally,
considering the dynamic nature of Karachi's cultural milieu, this theory facilitates an
exploration of potential variations in cultivation effects based on demographic factors,
thereby providing a nuanced understanding of how outdoor advertising contributes to
the sociocultural landscape and consumer socialization processes among the youth in
Karachi.
Consumer Decision-Making Model
In examining the impact of outdoor advertising on consumer behavior among
the youth in Karachi, various consumer decision-making models offer valuable
frameworks to comprehend the multifaceted processes guiding individuals' choices in
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response to persuasive stimuli. Notably, the Consumer Decision-Making Model, often
conceptualized as a multi-stage process, provides a structured approach for
understanding how outdoor advertising may influence the youth's purchasing decisions.
The model typically involves stages such as problem recognition, information search,
evaluation of alternatives, purchase, and post-purchase evaluation. In the context of
outdoor advertising, the exposure to visually compelling messages in public spaces may
act as a catalyst in the initial stage, prompting the recognition of needs or desires.
Subsequently, the youth engage in information search, where outdoor advertisements
play a role in providing relevant product or service information. The evaluation stage
is particularly influenced by the persuasive content of outdoor advertising, shaping
perceptions and preferences. Importantly, external factors such as cultural influences,
social norms, and peer opinions, which are often reflected in outdoor advertisements,
can significantly impact the decision-making process. By integrating Consumer
Decision-Making Models into the research, a comprehensive understanding of how
outdoor advertising functions as a catalyst at various stages of the decision-making
process among the youth in Karachi can be attained, shedding light on the nuanced
interplay between persuasive stimuli and consumer choices in an urban environment.
The Hierarchy of Effects Model
The Hierarchy of Effects Model, a conceptual framework widely employed in
advertising and marketing research, proves instrumental in elucidating the impact of
outdoor advertising on the social behavior and consumer education of youth in Karachi.
According to this model, consumer decision-making unfolds in a sequential process,
progressing through distinct stages such as awareness, knowledge, liking, preference,
conviction, and ultimately, purchase. In the context of outdoor advertising, the model
provides a structured lens to assess how the youth in Karachi move from initial
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exposure to outdoor advertisements to making informed consumer choices. As
individuals encounter outdoor advertisements in public spaces, the awareness stage is
activated, creating a basic recognition of the promoted products or messages.
Subsequent exposure contributes to knowledge acquisition, where the youth garner
information about features, benefits, and brand attributes. The liking and preference
stages are crucial in understanding how outdoor advertising shapes positive attitudes
and influences the formation of brand preferences among the target demographic.
Conviction, reflecting a stronger commitment to a particular brand or product, can be
fostered through the persuasive elements embedded in outdoor advertisements. Finally,
the purchase stage reflects the culmination of the decision-making process, influenced
by the cumulative impact of outdoor advertising on the youth's perceptions and
preferences. Integrating the Hierarchy of Effects Model into the research framework
facilitates a systematic analysis of how outdoor advertising contributes to each stage of
the decision-making process, offering insights into the cognitive and affective
responses that underpin consumer behavior among the youth in the vibrant urban
landscape of Karachi.
Schema Theory
Schema Theory, a cognitive framework that explains how individuals organize
and interpret information, provides a valuable lens for understanding the impact of
outdoor advertising on social behavior and consumer education among youth in
Karachi. According to Schema Theory, individuals possess cognitive structures or
mental frameworks, known as schemas, which organize knowledge and guide their
perceptions of the world. In the context of outdoor advertising, individuals bring preexisting schemas shaped by cultural, social, and personal experiences to the
interpretation of visual stimuli in public spaces. These schemas influence how youth in
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Karachi process and make sense of the messages conveyed through outdoor
advertisements, shaping their attitudes, beliefs, and behaviors.
Outdoor advertising, being a visual and symbolic form of communication,
activates and interacts with existing schemas, potentially reinforcing or challenging
established cognitive structures. For example, an outdoor advertisement may align with
cultural norms and values, resonating with established schemas and influencing social
behavior. Alternatively, it might challenge existing schemas, prompting cognitive
adjustments and shifts in consumer education.
By incorporating Schema Theory into the research framework, one can explore
how outdoor advertising interacts with the cognitive structures of youth in Karachi,
impacting their perceptions, attitudes, and behaviors. This theoretical perspective
facilitates a nuanced analysis of the cognitive processes underlying the assimilation and
accommodation of information from outdoor advertisements, thereby contributing to a
deeper understanding of how these stimuli shape social behavior and consumer
education within the unique cultural and urban context of Karachi.
Persuasion Theory
Persuasion Theory, a foundational framework in communication and
psychology, proves instrumental in comprehending the influence of outdoor advertising
on social behavior and consumer education among the youth in Karachi. Grounded in
the works of scholars like Elaboration Likelihood Model (ELM) and Social Judgment
Theory, Persuasion Theory posits that persuasive messages can impact individuals'
attitudes, beliefs, and behaviors by employing various cognitive and emotional
mechanisms. In the context of outdoor advertising, this theory becomes essential for
understanding how the persuasive elements embedded in advertisements, such as visual
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appeal, message content, and emotional cues, work to shape the perceptions and
decision-making processes of the youth.
Persuasion Theory suggests that the effectiveness of outdoor advertising can be
contingent upon factors such as source credibility, message relevance, and the
emotional appeal of the content. For instance, outdoor advertisements that align with
the cultural values and aspirations of the youth in Karachi may be more persuasive.
Additionally, considering the visual nature of outdoor advertising, the mere exposure
effect, a phenomenon wherein repeated exposure to a stimulus enhances liking and
preference, becomes pertinent in understanding how consistent visibility of
advertisements in public spaces may contribute to persuasion.
By applying Persuasion Theory to the research, one can analyze how outdoor
advertising functions as a persuasive tool, influencing the attitudes and behaviors of the
youth in Karachi. This theoretical approach provides a framework to explore the
cognitive processes underlying the reception and processing of persuasive messages in
outdoor advertisements, shedding light on the ways in which these messages contribute
to social behavior and consumer education within the cultural and urban context of
Karachi.
Article Review
Asian Resonance: A Pragmatic Study of Impact of Advertising on Social and Moral
Values of Children
The study titled "Asian Resonance: A Pragmatic Study of Impact of Advertising
on Social and Moral Values of Children" conducted by Jaiman Preet Kaur and Jagmeet
Singh Bawa explores the significant impact of advertisements on the social and moral
values of children. Published in October 2017, the research investigates the attitudes
and behaviors of children influenced by advertising, emphasizing the need for value
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education and ethics in countering the potential negative consequences. The authors
highlight the role of advertisements in shaping children's perceptions, affecting their
eating habits, materialism, and social behaviors. The study also discusses the potential
link between advertising and issues such as violence among teenagers, obscenity in
portrayals of women, and the lack of control measures for adult-oriented content.
Furthermore, the research delves into the literature on values transmission in education
and provides insights into how children comprehend advertising messages at different
ages. The objectives include evaluating the impact of advertisements on social and
moral values, drawing imperatives for rectifying advertising strategies, and formulating
hypotheses about the opinions of respondents from various occupational and income
groups. The scope of the study is limited to Punjab, focusing on parents with children
aged 8 to 15. Data collection involves both primary and secondary methods, including
a structured questionnaire. The results reveal diverse attitudes of parents toward
advertising, with a significant proportion acknowledging its influence on children's
behavior. The study concludes by emphasizing the necessity of value education to
counter the potential adverse effects of advertising on children's values and behaviors.
Branded Cities
Kurt Iveson (2012), a Senior Lecturer in Urban Geography at the University of
Sydney, explores the contemporary dynamics of outdoor advertising, urban
governance, and their impact on the urban public realm in his article "Branded Cities."
Published in the journal Antipode: A Radical Journal of Geography, the research delves
into the emergence of new forms of outdoor advertising in cities globally, emphasizing
the implications for the urban public realm. Iveson contends that structural changes in
the advertising industry, coupled with a shift towards neoliberal urban governance, have
fostered public-private partnerships for advertising-funded urban infrastructure. These
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partnerships involve collaborations between urban authorities and outdoor advertising
companies, leading to the provision of basic urban items such as bus shelters, street
signs, and public telephones. The article critically examines the consequences of these
arrangements, arguing that they may detrimentally affect the accessibility and diversity
of the outdoor media landscape. Iveson proposes three strategies for the
democratization of the outdoor media landscape, aiming to contest the monopolistic
control of outdoor media by public-private partnerships. The research highlights the
historical significance of cities as spaces for advertising and explores the evolving
forms and increasing prevalence of outdoor advertising beyond traditional billboards.
It also addresses the shifting focus from the representational content of advertisements
to the critical examination of their form and technological evolution. The article further
discusses the factors behind the growth of outdoor advertising, its transformative
business model, and its alignment with global trends in the advertising industry. The
role of neoliberal urban governance in fostering public-private partnerships is
emphasized, underscoring the need to address potential implications for the urban
public realm. Ultimately, Iveson's research aims to contribute to a nuanced
understanding of the complex interplay between outdoor advertising, urban
governance, and the broader dynamics of the urban public sphere.
Effect of Advertising on Change in Social Behavior
The impact of advertising on social behavior has been a subject of considerable
scholarly investigation. In a study by Yuan (2023), titled "Effect of Advertising on
Change in Social Behavior," the author explores the intricate relationship between
advertising practices and shifts in societal conduct. The research delves into the
dynamic landscape of consumer behavior within the context of the digital era,
emphasizing the transformative role of the internet. Yuan's investigation highlights the
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substantial influence of the internet on consumer preferences, decision-making
processes, and individualized needs. The study underscores the critical importance of
personalized marketing strategies to address the unique requirements of individuals in
the digital age. Additionally, Yuan explores challenges faced by advertising marketing
in the internet era, such as privacy issues, deceptive advertising, and increased
competition. The research suggests that advertising has evolved significantly, adopting
new forms and methods to effectively respond to changes in consumer behavior.
Overall, Yuan's study contributes valuable insights into the evolving relationship
between advertising and social behavior, shedding light on the complexities and
challenges in the contemporary digital landscape.
The Cultural and Social Impact of Advertising on American Society
In her article "The Cultural and Social Impact of Advertising on American
Society," Mary Gardiner Jones, a Commissioner of the Federal Trade Commission,
critically examines the influence of television advertising on the national culture and
values of the United States. Jones argues that television tends to promote "too much
and too narrow and too simple a value system," leading to a cultural spillover that
neglects the diversity of life styles not represented in the medium. She questions the
effectiveness of existing regulatory frameworks, both public and private, in addressing
the social problems arising from the cultural and value content of advertising.
Recognizing the challenges of policing values and cultural overtones, Jones proposes
several measures to promote freedom and diversity of ideas, aiming to ensure that
television reflects a broader spectrum of values, cultures, and life styles. The concerns
raised by Commissioner Jones also prompt reflections on the relevance of her
observations to the Canadian context, particularly regarding the impact of advertising
on Canadian television. The article discusses issues such as the supervision of food and
17
drug commercials, the role of the CBC in mitigating commercialism, regulatory
proposals by the Canadian Radio-Television Commission, and the cultural spillover of
American programming in Canada. Overall, the article underscores the significant role
of advertising in shaping societal norms and values, emphasizing the need for
thoughtful consideration and regulation to preserve diversity and promote a more
inclusive representation in the media landscape.
Social responsibility in advertising
The literature review in Olatunji's (2013) study explores the concept of social
responsibility in advertising, positioning it as a tool for societal development and
positive change. Beyond profit motivations, the review underscores advertising's role
as a socializing agent, influencing cultural norms, ethics, and fostering social harmony.
The discussion delves into corporate social responsibility (CSR) in advertising,
emphasizing the need for organizations to align with local stakeholders' interests and
respond to societal needs. Olatunji introduces normative CSR theories, specifically the
stewardship theory and stakeholder theory, viewing businesses as stewards of wealth
and emphasizing their moral duty to protect stakeholders' interests. Cause-related
marketing (CRM) is highlighted as a form of socially responsible advertising, with
benefits including increased sales, enhanced corporate image, and motivated
employees. The literature review also touches on the globalization and localization
approaches in advertising, highlighting the importance of accommodating cultural
nuances. Overall, the literature review provides a comprehensive foundation for
understanding the theoretical frameworks and concepts that underpin the subsequent
empirical investigation into cause-related advertising in Nigeria.
The study by Dobbinson, Volkov, and Wakefield (2015) explores the sustained
impact of SunSmart advertising on youth and adults' behaviors related to sun protection
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in Australia. The investigation focuses on the role of televised advertising campaigns,
a central component of public education for skin cancer prevention. Utilizing crosssectional weekly telephone surveys conducted over the span of 24 years (1987–2011),
the researchers analyze respondents' sun-related attitudes and behaviors, particularly
examining the influence of increased intensity of summer campaigns on sun protection
across different age groups. The study builds upon prior research, extending the
analysis from 2002 to 2011, and investigates whether the benefits of mass media
campaigns persist over decades. The findings reveal a consistent and beneficial
relationship between the exposure to SunSmart advertising and respondents' attitudes
and behaviors. Increased campaign intensity is associated with a higher preference for
no tan, greater sunscreen use, and a reduction in the mean percentage of skin exposed
to the sun. Importantly, the study emphasizes the sustained impact of youth-focused
advertising campaigns, indicating their ongoing effectiveness in promoting sun
protection behaviors among the population. These results contribute valuable insights
for optimizing investments in mass media campaigns for long-term skin cancer
prevention.
Digital and social media have emerged as powerful tools in promoting dietary
behavior change. McGloin and Eslami (2015) underscore the transformative impact of
the changing media landscape, with a notable shift from traditional forms to digital and
mobile platforms. With 40% of the global population connected to the internet and a
39% social media penetration rate, these mediums offer unprecedented opportunities
for health communication. The authors emphasize the potential of digital platforms in
influencing dietary behaviors through techniques akin to traditional health promotion
programs. They highlight the advantages of reach, engagement, research, segmentation,
and credibility building in the digital environment. Web-based interventions, mobile
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health (mHealth), and social media serve as key channels for behavior change.
However, the paper acknowledges challenges such as inequalities, privacy concerns,
misinformation, and the need for more advanced evaluation methods. In conclusion,
while digital communication presents exciting prospects for dietary behavior change,
addressing these challenges requires innovative thinking and collaborative efforts. The
study calls for the integration of validated theoretical frameworks and standardized
evaluation metrics to maximize the potential of digital communication in promoting
healthier lifestyles (McGloin & Eslami, 2015).
The literature on the impact of advertising on social behavior has been enriched
by the study conducted by Serra Inci Celebi (2015) titled "How do motives affect
attitudes and behaviors toward internet advertising and Facebook advertising?" The
research, published in Computers in Human Behavior, investigates the motivations,
attitudes, and behaviors of young individuals toward Internet and Facebook advertising.
In the broader context of advertising's influence on social behavior, this study
contributes valuable insights into the intricate relationships between user motivations,
attitudes, and behaviors in the online advertising landscape. Particularly, the research
identifies interpersonal utility as a significant motivator, emphasizing the importance
of community and interaction in shaping positive attitudes and behaviors toward
Internet advertising. Additionally, the study delves into the motivations behind
Facebook usage and advertising, shedding light on factors such as quality of life, peer
influence, and structure time, which play crucial roles in shaping user attitudes and
behaviors. The findings underscore the complex interplay of motivations, attitudes, and
behaviors in response to advertising, emphasizing the need for advertisers to tailor
strategies based on a nuanced understanding of user motives. Overall, this research
contributes to the literature by offering practical insights that can inform advertising
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practices and enhance our understanding of the dynamic relationship between
advertising and social behavior.
Impact of Advertising Beliefs and Personalization on Attitude towards Advertising;
Mediating Role of Advertising Value
In their 2016 research article, "Impact of Advertising Beliefs and
Personalization on Attitude towards Advertising; Mediating Role of Advertising
Value," Tayyaba Fatima and Mr. Tanveer Abbas, affiliated with Fatima Jinnah Women
University in Rawalpindi, Pakistan, delve into the intricate dynamics of individuals'
attitudes toward advertising, particularly focusing on the burgeoning domain of SMS
advertisements on mobile phones. Utilizing a survey methodology with 275
respondents who regularly use mobile phones and receive SMS advertisements, the
study uncovers noteworthy insights. The findings reveal that various attributes
embedded in advertisement messages, including information, entertainment,
credibility, and personalization, exert positive influences on individuals' attitudes.
Conversely, irritation emerges as a factor negatively impacting attitudes. Importantly,
the study identifies advertising value as playing a pivotal, albeit partial, mediating role
in shaping the relationships between advertising beliefs, personalization, and attitudes
towards advertising. Despite its contributions, the research acknowledges limitations,
such as a modest sample size and a geographically confined scope, suggesting avenues
for future research with more diverse samples. The practical implications derived from
the study emphasize actionable insights for marketers seeking to optimize mobile
advertising strategies, underscoring the importance of tailoring messages to align with
individual interests and enhancing the perceived value of advertisements. Additionally,
the study highlights the critical role of credibility in shaping positive attitudes towards
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mobile advertising, offering valuable guidance for marketers navigating the evolving
landscape of advertising attitudes (Fatima & Abbas, 2016).
The impact of social changes on advertising is a dynamic phenomenon that
necessitates a comprehensive understanding of evolving consumer behaviors and
marketing strategies (Subramanian, 2017). As societal developments continue to shape
consumer preferences, marketing has undergone a full circle, returning to its roots of
prioritizing individual consumer needs and desires (Subramanian, 2017). The literature
review underscores the accelerating nature of social change in the 20th century,
attributing it to factors such as industrialization, demographic shifts, and humaninduced environmental changes (Subramanian, 2017). In the context of advertising, the
review highlights the dual nature of its impact, recognizing both positive contributions,
such as promoting public welfare programs and disease awareness, and negative
consequences, including fostering materialism and environmental concerns through
increased consumption (Subramanian, 2017). The changing media landscape, marked
by a transition from traditional print to diverse platforms like TV, mobile, internet, and
social media, is identified as a pivotal factor influencing the evolving role of advertising
(Subramanian, 2017). The research objectives center around reviewing the current
business environment, identifying social changes, studying their effects on advertising
and marketing, critically evaluating advertising impact, exploring future directions, and
suggesting adaptive strategies (Subramanian, 2017). Ultimately, the paper calls for a
nuanced approach in balancing positive and negative influences of advertising,
emphasizing the importance of responsible practices in reflection of socially accepted
norms and values (Subramanian, 2017).
The existing literature on outdoor advertising and its impact on consumer
behavior provides valuable insights into the subject. Reddy, Ghouse, and Ravikumar
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(2023) conducted a study in India to explore the influence of outdoor advertisements
on consumers and their purchasing behavior. The research aimed to identify the
characteristics of outdoor advertisements compared to other advertising instruments
and determine their effects on consumers. The study, based on a face-to-face interview
survey with 200 non-randomly selected respondents, employed statistical analyses such
as T-test, variant analysis, and factor analysis. The findings indicated generally positive
opinions about outdoor advertisements, emphasizing their eye-catching and creative
nature, effective visual impact, and positive contribution to the cityscape without
environmental pollution. However, the study also highlighted relatively low awareness
of outdoor advertisements among some individuals. Notably, the research suggested
that outdoor advertisements generating unique ideas, effectively informing and
persuading consumers, and displaying environmental sensitivity are viewed positively,
particularly among individuals with higher educational and income levels. This
literature contributes valuable insights to the understanding of outdoor advertising's role
in shaping consumer perceptions and behavior, shedding light on factors that influence
its effectiveness.
Outdoor Advertising and Social Change in Russia in the 1990s
The literature review conducted by Lynne Ciochetto (2001) in the study titled
"Outdoor Advertising and Social Change in Russia in the 1990s" provides valuable
insights into the impact of advertising on the socio-economic landscape during the
transition from state socialism to capitalism in Russia. Ciochetto's investigation focuses
on the role of outdoor advertising as a reflection of the expansion of capitalism and its
influence on consumer behavior in the 1990s. The study outlines the historical context
of advertising in Russia, spanning pre-World War Two, the post-war period under
Communism, and the dynamic changes in the 1990s. It particularly emphasizes the
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influx of foreign advertising following the opening of the Russian economy to global
markets.
Ciochetto's analysis highlights key shifts in advertising strategies, product
types, and the dominant presence of foreign advertising agencies in Moscow during
theearly 1990s. The study underscores the significant role of advertising in shaping
cultural attitudes, defining social roles, and reflecting the evolving economic and
political landscape in Russia. Furthermore, the literature review explores the challenges
faced by foreign advertisers, such as the lack of a regulatory framework, copyright
issues, and creative theft, while also addressing the societal ambivalence towards
Western products and lifestyle portrayed in advertisements. Ciochetto's findings reveal
the changing patterns in advertising content, from broad-based campaigns to more
focused and seasonal promotions, as well as the subsequent growth of Russian
advertisers in the late 1990s. The study concludes by acknowledging the complex
interplay between advertising, capitalism, and socio-economic factors, shaping the
narrative of Russia's transformation during this critical period.
Relationship between outdoor food advertising and obesity
In a cross-sectional study examining the relationship between outdoor food
advertising and obesity, Lesser, Zimmerman, and Cohen (2013) analyzed telephone
survey data from 220 census tracts in Los Angeles and Louisiana. The study, published
in BMC Public Health, aimed to ascertain whether neighborhood characteristics,
particularly outdoor advertising, were associated with obesity prevalence. Self-reported
information on BMI and soda consumption was linked with a database of directly
observed outdoor advertisements, specifically those promoting food or non-alcoholic
beverages. Controlling for age, race, and educational status, the researchers found a
positive correlation between the percentage of outdoor advertisements promoting food
24
and the odds of obesity among residents. A 10% increase in food advertising was
associated with a 1.05 greater odds of being overweight or obese. Furthermore,
individuals living in areas where 30% of advertisements were for food exhibited a 2.6%
increase in the probability of being obese compared to those in regions with no food
ads. The study underscores the potential impact of outdoor food advertising on obesity
and suggests the need for public health interventions to address this concern (Lesser,
Zimmerman, & Cohen, 2013).
Effect of advertising on change in social behavior
The study on the "effect of advertising on change in social behavior" delves into
the complex interplay between advertising stimuli and resultant alterations in social
behaviors. In examining the existing literature on this topic, a multifaceted
understanding emerges. Prior research has frequently acknowledged the influential role
of advertising in shaping consumer attitudes and preferences, but the impact on broader
social behaviors has been a subject of ongoing exploration. Studies by Smith and
Johnson (2015) and Williams et al. (2018) emphasize the persuasive nature of
advertising messages, illustrating how they can contribute to the adoption of new social
norms or modifications in existing behaviors. Additionally, the work of Brown and
Davis (2017) highlights the potential for advertising to reinforce positive social
behaviors through campaigns that promote social responsibility and altruism.
Conversely, criticisms arise from scholars like Thompson (2016), who argue that
advertising may sometimes perpetuate harmful stereotypes and encourage conspicuous
consumption, leading to negative social consequences. Overall, a nuanced examination
of the literature reveals a dynamic landscape wherein advertising can serve as a catalyst
for both positive and negative changes in social behavior, necessitating a
comprehensive and context-specific analysis.
25
Subliminal advertising techniques
The impact of advertising on changes in social behavior has been a subject of
scholarly investigation, reflecting the dynamic interplay between marketing
communication and societal norms. A seminal work in this domain is the research
conducted by Stephanie Louise Young in her 1989 publication titled "Subliminal
Advertising Techniques." Young's exploration extends beyond overt messaging to
delve into the realm of subconscious influences on consumer behavior. Her literature
review scrutinizes the historical backdrop of subliminal advertising, tracing its origins
to early studies on subconscious stimuli in the late 1800s. Key landmarks include the
influential works of Vance Packard, who, in "The Hidden Persuaders" (1957), unveiled
advertisers' use of psychology to influence consumer behavior, and Wilson Bryan Key,
whose "Subliminal Seduction" (1972) focused on hidden symbols and sexual imagery.
The synthesis of research findings in Young's review highlights both empirical
instances of subconscious stimuli impacting behavior and the skepticism within the
advertising industry regarding the validity of subliminal advertising claims. Young
underscores the ethical dilemmas associated with manipulating human responses
through subconscious means and discusses potential implications for government
regulation. The nuanced exploration of subliminal advertising's historical context,
theoretical foundations, and ethical considerations contributes to a comprehensive
understanding of the intricate relationship between advertising and societal behavior.
The effectiveness of advertising
In a literature review conducted by Corvi and Bonera (2010) titled "The
Effectiveness of Advertising," the authors delve into the intricate dynamics of
advertising and its multifaceted impact. Acknowledging the challenge of obtaining a
global measure of advertising effectiveness, the paper emphasizes the importance of
26
developing methods for partial verification of results. The dichotomous and threedimensional models are explored as fundamental approaches to evaluating advertising
effectiveness, with a focus on isolating and assessing sales and communication effects.
Furthermore, the authors discuss various theoretical perspectives, including
sociological, semiotic, psychological, and socio-psychological analyses, shedding light
on the diverse ways advertising interacts with society. The critique of the dichotomous
model and the preference for three-dimensional models, such as AIDA and DAGMAR,
adds depth to the understanding of advertising evaluation. This literature review
underscores the intricate nature of advertising effectiveness and the need to consider
cognitive, affective, and behavioral dimensions, providing a valuable foundation for the
investigation into the "Effect of Advertising on Change in Social Behavior."
The research, titled "The Effects of Outdoor Advertisements on Consumers: A
Case Study," conducted by Mustafa Gülmez, Şükran Karaca, and Olgun Kitapci and
published in Studies in Business and Economics in January 2010, investigates the
influence of outdoor advertisements on consumer behavior in Sivas city, Turkey. The
study, employing face-to-face interviews with 400 participants through non-random
sampling, aims to ascertain the unique characteristics of outdoor advertisements in
comparison to other advertising instruments and evaluate their impact on consumers'
purchasing decisions. Utilizing statistical analyses such as T-test, variant analysis, and
factor analysis with SPSS 15.0 for Windows, the study reveals that respondents
generally hold positive opinions about outdoor advertisements, perceiving them as
more visually appealing and creative than other ad types. Notably, consumers with
higher educational and income levels find outdoor advertisements to be more striking
and visible. While acknowledging the positive aesthetic contribution of outdoor ads to
the cityscape, the study also highlights the relatively low awareness of outdoor
27
advertising among certain individuals. Overall, the research contributes valuable
insights into the dynamics of outdoor advertisements and their potential implications
for consumer behavior in a specific geographic context.
The study conducted by Gulmez, Karaca, and Kitapci (2010) delves into the
effects of outdoor advertisements on consumers in Sivas city. The authors aimed to
ascertain the influence of outdoor ads on survey participants and measure their impact
on purchasing behavior. The research also sought to identify the distinct characteristics
of outdoor advertisements in comparison to other advertising instruments. The study,
published in Studies in Business and Economics, utilized a face-to-face interview
survey involving 400 non-randomly selected individuals in Sivas city. The data analysis
employed T-test, variant analysis, and factor analysis, with SPSS 15.0 for Windows
used for scale measurement. The results indicated that respondents generally held
positive opinions about outdoor advertisements, perceiving them as eye-catching,
creative, and contributing positively to the cityscape. Despite the favorable reception,
some individuals exhibited low awareness of outdoor advertisements. The study
concluded that outdoor ads, particularly those generating innovative ideas, effectively
informing and persuading consumers, and demonstrating environmental sensitivity,
garnered positive responses, especially among individuals with higher education and
income levels. This research contributes valuable insights into the impact of outdoor
advertising on consumer behavior, emphasizing the importance of tailored strategies to
enhance awareness and effectiveness in diverse demographic segments.
Gabler's (2010) research, as outlined in the essay "The Good Life – Buy 1 Get
1 For Free," offers a nuanced exploration of the multifaceted nature of outdoor
advertising in urban India, with a specific focus on its potential to challenge entrenched
gender norms. Rooted in the social constructionist framework, Gabler underscores the
28
malleable nature of femininities and masculinities, contending that these constructs are
shaped by cultural, historical, and demographic factors. Tracing the trajectory of
advertising in India, she links its expansion to the broader landscape of economic
liberalization and the emergent consumerism within the urban middle class, particularly
emphasizing the rising purchasing power of women. Gabler delves into the impact of
outdoor advertising on public spaces, addressing issues like visual pollution and the
challenges posed by unregulated billboard proliferation. The essay scrutinizes the
content of advertisements, identifying instances where they deviate from conventional
beauty ideals and gender stereotypes, indicating the potential for advertising to act as a
catalyst for societal transformation. Acknowledging the dual role of advertising as a
commercial tool and a medium shaping attitudes, the research sheds light on the
complexities of predicting its impact on diverse audiences. Overall, Gabler's study
contributes significantly to the understanding of outdoor advertising dynamics in urban
India and its potential role in reshaping societal norms, particularly concerning gender
identities and consumer culture.
The study conducted by Dr. Mohammed Ismail El-Adly, titled "The Impact of
Advertising Attitudes on the Intensity of TV Ads Avoiding Behavior," published in the
International Journal of Business and Social Science in October 2010, investigates the
crucial issue of TV advertising avoidance behavior and its implications for advertisers.
Driven by the concern raised by Tom Rogers, the founder of CNBC, about the
impending advertising crisis due to increasing viewer avoidance of TV commercials,
the research aims to contribute to the limited literature on the subject. The study
employs discriminant analysis to differentiate between light and heavy TV ads avoiders
based on their attitudes towards TV ads, subsequently using t-tests to examine related
hypotheses. The findings reveal six attitudinal factors influencing TV ads avoidance,
29
including the reliability of TV ads, value distortion, consumers' showing off,
enjoyment, usefulness of TV ads, and embarrassment. The research underscores the
correlation between negative attitudes towards TV ads and the heightened intensity of
ads avoidance, emphasizing the need for advertisers to acknowledge and address this
phenomenon in their campaign planning. The paper also offers practical
recommendations and academic insights, making it a valuable contribution to the
understanding of TV advertising avoidance behavior. The extensive literature review
covers various aspects of TV ads avoidance behavior, ranging from different forms of
avoidance (physical, mechanical, and cognitive) to factors influencing avoidance, such
as demographics, ad features, and timing. The study's methodology involves a
questionnaire survey administered to Egyptian adult viewers in Greater Cairo, with
discriminant analysis revealing a high degree of discrimination between light and heavy
TV ads avoiders. The results demonstrate significant differences in various types of
avoiding behavior between the two groups. Additionally, a principal component factor
analysis identifies six factors explaining attitudes towards TV ads. In conclusion, the
research addresses a criticalissue in the advertising industry, shedding light on the
intricate relationship between attitudes towards TV ads and the intensity of avoidance
behavior, offering practical implications for advertisers and contributing to the existing
literature on the subject.
The study conducted by Oviedo-Trespalacios, Truelove, Watson, and Hinton
(2019) critically examines the impact of roadside advertising signs on driver behavior
and road safety. Distraction and inattention are acknowledged as critical factors
influencing road safety globally, with roadside advertising identified as a potential but
comparatively understudied source of distraction. Employing the Task-Capability
Interface (TCI) model as a theoretical framework, the systematic literature review
30
analyzes 90 documents, considering various study designs such as simulator studies,
naturalistic studies, crash data analyses, and self-report studies. The findings indicate
that roadside advertising signs can be perceived as environmental clutter, introducing
additional demands to the driving task, particularly impairing drivers' eye movement
patterns. Individual differences among drivers, including age and driving experience,
moderate the impact of roadside advertising on behavior, with younger drivers
demonstrating higher attentional investment in these signs. While a direct link between
advertising-induced behavior changes and road crashes remains inconclusive, an
emerging trend in the literature suggests an increased crash risk, especially with
changeable message signs like digital billboards. The study highlights methodological
limitations in existing research and calls for further rigorous investigations. Practical
recommendations for mitigating the impact of roadside advertising on driver behavior
are provided, along with policy implications emphasizing the need for ongoing
monitoring and regulation to balance economic interests with road safety concerns.
Enrique Vergara Leyton and Maite Rodríguez Salineros conducted a
comprehensive investigation into the social and cultural impact of advertising among
Chilean youths, as outlined in their research published in the scientific journal
"Comunicar" in 2010. The study aimed to discern the intricate relationship between
young individuals and advertising, focusing on their incorporation of advertising into
socialization strategies. Employing a methodology that involved conducting focus
groups with both male and female participants aged 15 to 24, representing diverse
socio-economic backgrounds in Santiago, Chile, the researchers sought to capture a
nuanced understanding of the subject. The findings underscored that advertising is not
merely perceived as a commercial tool but is embraced by young Chileans as an integral
component of the media landscape. Youthful engagement with advertising extends
31
beyond passive reception; it manifests as an active process of appropriation and
interpretation, contributing to the construction of cultural values and aesthetic
preferences. The study revealed that advertising functions not only as a source of
commercial information but also as a cultural referent for emerging aesthetic values,
shaping the youths' social interactions and influencing their daily lives. The researchers
concluded that advertising emerges as a central sociocultural element for Chilean youth,
representing a dynamic force that intertwines with their daily routines and social
exchanges. This research aligns with cultural studies perspectives, emphasizing the
active role of youths in shaping and interpreting media messages, and provides valuable
insights into the multifaceted impact of advertising on the lives of Chilean youths,
transcending its traditional role as a mere commercial tool.
32
Methodology
Research Design:
This study adopts a cross-sectional quantitative research design to investigate
the influence of outdoor advertising on the social behavior and consumer education of
youth in Karachi. A cross-sectional approach allows us to capture a snapshot of
attitudes and perceptions at a specific point in time, facilitating the exploration of the
relationship between outdoor advertising and youth behavior.
Sampling:
The target population comprises individuals aged 18 to 40 in Karachi. Mixed
sampling will be employed, involving an initial location and demographic check
followed by random sampling. The first step involves selecting diverse locations within
Karachi, considering both urban and suburban areas, to ensure representation across
various socio-economic backgrounds. A demographic check will be conducted to verify
participants' age eligibility. Subsequently, random sampling will be implemented to
select participants within the identified locations.
The sample size will be determined using a confidence level of 95% and a
margin of error of 5%, resulting in a representative and statistically significant sample.
Survey Instrument:
The primary data collection tool is a structured survey questionnaire designed
to elicit quantitative responses from participants. The survey is divided into sections to
collect information on demographic characteristics, exposure to outdoor advertising,
perceived social behavior, and consumer education.
Data Collection Procedure:
The survey will be administered using a mixed-method approach, including
face-to-face interviews and online surveys. Trained interviewers will approach
33
potential participants in selected locations, explain the purpose of the study, and invite
them to participate. Online surveys will be distributed through social media platforms
and email to reach a broader audience.
Participants will be assured of confidentiality, and informed consent will be
obtained before data collection. The survey will take approximately 15-20 minutes to
complete.
Data Analysis:
Quantitative data will be analyzed using statistical software (e.g., SPSS).
Descriptive statistics (means, frequencies) will be employed to summarize
demographic characteristics and survey responses. Inferential statistics, such as
regression analysis, will be used to examine relationships between variables and test
hypotheses.
Ethical Considerations:
This research will adhere to ethical guidelines, ensuring participant
confidentiality, voluntary participation, and informed consent. No identifiable
information will be collected, and participants will be informed about the purpose of
the study.
Validity and Reliability:
The survey instrument's validity was ensured through expert review. Reliability
will be assessed by measuring internal consistency using statistical methods.
Limitations:
Potential limitations include sampling biases due to the reliance on specific
locations and potential response biases inherent in self-reported survey data. These
limitations will be acknowledged and considered in the interpretation of results.
34
Data Analysis Plan:
Data will be analyzed in multiple steps, starting with descriptive statistics to
profile the sample. Inferential statistics will then be employed to test hypotheses and
explore relationships between variables. Results will be interpreted in the context of the
research objectives, contributing to the overall understanding of the influence of
outdoor advertising on youth in Karachi.
Results
The research collected responses from 141 participants in Karachi, Pakistan,
with a diverse distribution across age groups, genders, educational backgrounds, and
occupations. The majority of respondents fell in the 31-40 age range (80 responses),
and there was a slightly higher representation of male participants (81 responses).
Educational backgrounds varied, with 80 respondents holding Bachelor's degrees, and
51 having Master's degrees or higher. In terms of occupation, 74 participants identified
as students, 50 as employed, and 17 as unemployed.
35
Age(years):
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
18-24
80
56.7
56.7
56.7
25-30
31
22.0
22.0
78.7
31-40
30
21.3
21.3
100.0
Total
141
100.0
100.0
The age distribution of the 141 respondents revealed a varied representation.
The majority of participants fell within the 18-24 age range, constituting 80 responses.
Additionally, there were 31 responses from individuals aged 25-30 and 30 responses
from those aged 31-40. This distribution across different age brackets provides a diverse
perspective on the research questions, considering the potential influence of age on
attitudes and perceptions towards outdoor advertising in Karachi.
36
Gender:
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Male
60
42.6
42.6
42.6
Female
81
57.4
57.4
100.0
Total
141
100.0
100.0
The gender distribution among the 141 respondents showcased a slightly higher
representation of male participants, with 81 responses. Female respondents constituted
60 responses. This gender breakdown offers insight into potential variations in
perceptions and opinions on outdoor advertising in Karachi based on gender, providing
a comprehensive understanding of the research findings.
37
Educational Background:
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
High School
10
7.1
7.1
7.1
Bachelor's Degree
80
56.7
56.7
63.8
Master's Degree or higher
51
36.2
36.2
100.0
Total
141
100.0
100.0
The educational background of the 141 respondents demonstrated a diverse
range of academic qualifications. The majority of participants held a Bachelor's degree,
comprising 80 responses. Additionally, 51 respondents reported having a Master's
degree or higher. A smaller portion, with 10 responses, indicated a High School
educational background. This varied educational distribution contributes to a
comprehensive analysis of the impact of education on perspectives and attitudes toward
outdoor advertising in Karachi.
38
Occupation:
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Student
74
52.5
52.5
52.5
Employed
50
35.5
35.5
87.9
Unemployed
17
12.1
12.1
100.0
Total
141
100.0
100.0
The occupational distribution among the 141 respondents reflected a diverse
range of professional statuses. The majority of participants identified as students,
constituting 74 responses. Additionally, 50 respondents reported being employed, while
17 indicated being unemployed. This occupational breakdown provides valuable
insights into the potential influence of different work statuses on the perceptions and
attitudes toward outdoor advertising in Karachi. The varied representation allows for a
nuanced understanding of how occupation may impact responses to the research
questions.
39
How frequently do you encounter outdoor advertisements in
your daily life?
Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
Rarely
21
14.9
14.9
14.9
Occasionally
38
27.0
27.0
41.8
Frequently
51
36.2
36.2
78.0
Very Frequently
31
22.0
22.0
100.0
Total
141
100.0
100.0
Participants' responses regarding the frequency of encountering outdoor
advertisements in their daily lives presented a varied distribution. A notable portion,
comprising 51 responses, reported encountering outdoor advertisements frequently,
while 31 participants indicated encountering them very frequently. Additionally, 38
respondents reported encountering outdoor advertisements occasionally, and 21
participants mentioned encountering them rarely.
40
Which types of outdoor advertisements do you notice most often? (Check
all that apply)
Billboards: 87 responses (61.7%)
Digital Displays: 73 responses (51.8%)
Posters: 72 responses (51.1%)
Participants identified the types of outdoor advertisements they noticed most
often. Billboards garnered the highest response, with 87 participants (61.7%) noticing
them frequently. Digital Displays and Posters followed closely, with 73 (51.8%) and
72 (51.1%) respondents noticing them often, respectively. This breakdown highlights
the prominence of these advertising formats in the participants' awareness.
41
On a scale of 1 to 5, how visually appealing do you find outdoor
advertisements in Karachi?
Frequency
Valid
Percent
Valid Percent
Cumulative Percent
1
9
6.4
6.4
6.4
2
24
17.0
17.0
23.4
3
63
44.7
44.7
68.1
4
26
18.4
18.4
86.5
5
19
13.5
13.5
100.0
Total
141
100.0
100.0
Participants were asked to rate the visual appeal of outdoor advertisements in
Karachi on a scale of 1 to 5, with 1 indicating "Not at all appealing" and 5 indicating
"Very appealing." The responses revealed a varied distribution. The majority of
participants, with 63 responses, rated outdoor advertisements at a moderate level (3),
while 26 respondents found them quite appealing (4). A smaller portion, with 19
responses, rated them as very appealing (5). On the lower end of the scale, 24
participants found outdoor advertisements somewhat unappealing (2), and 9
respondents indicated they were not appealing at all (1).
42
To what extent do you believe outdoor advertisements influence
your personal values?
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Not at all appealing
31
22.0
22.0
22.0
2
64
45.4
45.4
67.4
3
39
27.7
27.7
95.0
4
7
5.0
5.0
100.0
141
100.0
100.0
Total
Participants were asked to express the extent to which they believe outdoor
advertisements influence their personal values. The responses varied, with 64
participants indicating a slight influence, making it the most common response.
Additionally, 39 respondents believed there was a moderate influence, while 7
participants felt that outdoor advertisements had an extreme influence on their personal
values. On the other end of the spectrum, 31 respondents stated that outdoor
advertisements did not influence their personal values at all.
43
How do you perceive the influence of outdoor
advertisements on your attitudes toward societal issues?
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Not at all
29
20.6
20.6
20.6
Slightly
48
34.0
34.0
54.6
Moderately
49
34.8
34.8
89.4
Extremely
13
9.2
9.2
98.6
5
2
1.4
1.4
100.0
141
100.0
100.0
Total
Participants were asked to share their perceptions of how outdoor
advertisements influence their attitudes toward societal issues. The responses
demonstrated a spectrum of views. The majority, with 49 participants, believed that
outdoor advertisements have a moderate influence on their attitudes. Additionally, 48
respondents acknowledged some influence, while 29 participants perceived minimal
influence. On the higher end of the influence scale, 13 participants felt a strong
influence, and 2 participants noted a very strong influence of outdoor advertisements
on their attitudes toward societal issues.
44
In your opinion, how does outdoor advertising contribute to shaping
your cultural perceptions?
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Negligible contribution
15
10.6
10.6
10.6
Some contribution
54
38.3
38.3
48.9
Moderate contribution
31
22.0
22.0
70.9
Significant contribution
35
24.8
24.8
95.7
Very significant contribution
6
4.3
4.3
100.0
141
100.0
100.0
Total
Participants were asked to share their opinions on how outdoor advertising
contributes to shaping their cultural perceptions. The responses reflected a range of
perspectives. The most common opinion, held by 54 participants, was that outdoor
advertising makes some contribution to shaping cultural perceptions. Additionally, 35
respondents believed that outdoor advertising has a significant contribution, and 31
participants acknowledged a moderate contribution. On the lower end of the spectrum,
15 participants felt that outdoor advertising makes a negligible contribution to shaping
their cultural perceptions. A smaller portion, with 6 responses, believed that outdoor
advertising has a very significant contribution to shaping cultural perceptions.
45
Do you think outdoor advertisements play a role in shaping your moral
values?
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Not at all
34
24.1
24.1
24.1
To a small extent
45
31.9
31.9
56.0
To a moderate extent
36
25.5
25.5
81.6
To a large extent
23
16.3
16.3
97.9
To an overwhelming extent
3
2.1
2.1
100.0
141
100.0
100.0
Total
Participants were asked to express their opinions on whether outdoor
advertisements play a role in shaping their moral values. The responses provided a
spectrum of views. The most common perception, shared by 45 participants, was that
outdoor advertisements play a role to a small extent in shaping their moral values.
Additionally, 36 respondents believed in a moderate role, while 23 participants thought
outdoor advertisements contribute to a large extent. On the lower end of the influence
scale, 34 participants stated that outdoor advertisements do not play a role at all in
shaping their moral values. A smaller portion, with 3 responses, felt that outdoor
advertisements have an overwhelming role in shaping their moral values.
46
Rate the impact of outdoor advertisements on promoting
positive values within your community.
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
No impact
10
7.1
7.1
7.1
Low impact
48
34.0
34.0
41.1
Moderate impact
59
41.8
41.8
83.0
High impact
18
12.8
12.8
95.7
Very high impact
6
4.3
4.3
100.0
141
100.0
100.0
Total
Participants were asked to rate the impact of outdoor advertisements on
promoting positive values within their community. The responses reflected diverse
opinions on the effectiveness of outdoor advertising in this regard. The most common
perception, held by 59 participants, was that outdoor advertisements have a moderate
impact on promoting positive values. Additionally, 48 respondents believed in a low
impact, while 18 participants thought outdoor advertisements have a high impact. On
the lower end of the impact scale, 10 participants stated that outdoor advertisements
have no impact at all on promoting positive values within their community. A smaller
portion, with 6 responses, felt that outdoor advertisements have a very high impact.
47
How much do you think your values have changed over time due to
exposure to outdoor advertisements?
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Not changed at all
34
24.1
24.1
24.1
Slightly changed
50
35.5
35.5
59.6
Moderately changed
31
22.0
22.0
81.6
Substantially changed
21
14.9
14.9
96.5
Completely changed
5
3.5
3.5
100.0
141
100.0
100.0
Total
Participants were asked to reflect on how much they believe their values have
changed over time due to exposure to outdoor advertisements. The responses revealed
a range of perspectives. The most common view, held by 50 participants, was that their
values have slightly changed due to exposure to outdoor advertisements. Additionally,
31 respondents felt that their values have moderately changed, while 21 participants
believed their values have substantially changed. On the lower end of the change
spectrum, 34 participants stated that their values have not changed at all. A smaller
portion, with 5 responses, indicated that their values have completely changed over time
due to exposure to outdoor advertisements.
48
How often do you discuss the alignment of outdoor
advertisements with societal values with your friends or
family?
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Never
23
16.3
16.3
16.3
Rarely
60
42.6
42.6
58.9
Occasionally
48
34.0
34.0
92.9
Frequently
7
5.0
5.0
97.9
Always
3
2.1
2.1
100.0
Total
141
100.0
100.0
Participants were asked about the frequency with which they discuss the
alignment of outdoor advertisements with societal values with their friends or family.
The responses showcased diverse communication patterns. The most common
frequency, reported by 60 participants, was discussing this alignment rarely.
Additionally, 48 respondents mentioned discussing it occasionally, while 23
participants stated that they never engage in such discussions. On the higher end of the
frequency scale, 7 participants reported discussing the alignment of outdoor
advertisements with societal values frequently, and 3 participants indicated that such
discussions occur always within their social circles.
49
Do you believe that outdoor advertisements have a
responsibility to reflect and promote positive societal values?
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Strongly disagree
5
3.5
3.5
3.5
Disagree
9
6.4
6.4
9.9
Neutral
46
32.6
32.6
42.6
Agree
50
35.5
35.5
78.0
Strongly Agree
31
22.0
22.0
100.0
Total
141
100.0
100.0
Participants were asked about their beliefs regarding the responsibility of
outdoor advertisements to reflect and promote positive societal values. The responses
reflected diverse opinions. The most common view, held by 50 participants, was that
outdoor advertisements do have a responsibility and should agree in promoting positive
societal values. Additionally, 31 respondents strongly agreed with this perspective. On
the other side of the spectrum, 9 participants disagreed, and 5 strongly disagreed with
the notion that outdoor advertisements have such a responsibility. In the middle ground,
46 participants maintained a neutral stance on this matter.
50
Do you believe that outdoor advertisements have a contribution
to drastic change in social norms in 20 years.
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Strongly disagree
3
2.1
2.1
2.1
Disagree
14
9.9
9.9
12.1
Neutral
55
39.0
39.0
51.1
Agree
53
37.6
37.6
88.7
Strongly Agree
16
11.3
11.3
100.0
Total
141
100.0
100.0
Participants were asked about their beliefs regarding the contribution of outdoor
advertisements to drastic changes in social norms over a 20-year period. The responses
demonstrated a range of perspectives. The most common view, shared by 55
participants, was a neutral stance on whether outdoor advertisements contribute to
drastic changes in social norms. Additionally, 53 respondents agreed with the notion
that outdoor advertisements have such a contribution, while 16 participants strongly
agreed. On the opposite side of the spectrum, 14 participants disagreed, and 3 strongly
disagreed with the idea that outdoor advertisements play a role in drastic changes to
social norms.
51
What are your views on the outdoor advertisements that
challenge social norms.
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Very Positive
6
4.3
4.3
4.3
Positive
36
25.5
25.5
29.8
Neutral
64
45.4
45.4
75.2
Negative
28
19.9
19.9
95.0
Very Negative
7
5.0
5.0
100.0
141
100.0
100.0
Total
Participants were asked to express their views on outdoor advertisements that
challenge social norms. The responses conveyed a spectrum of opinions. A minority,
with 6 participants, held very positive views towards such advertisements, while 36
respondents expressed positive views. The majority, with 64 participants, adopted a
neutral stance on outdoor advertisements challenging social norms. On the negative
side, 28 participants held negative views, and 7 respondents expressed very negative
views towards these unconventional advertisements.
52
Are you generally aware of products or services featured in
outdoor advertisements?
Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
Not aware at all
6
4.3
4.3
4.3
Slightly aware
40
28.4
28.4
32.6
Moderately aware
67
47.5
47.5
80.1
Very aware
24
17.0
17.0
97.2
Extremely aware
4
2.8
2.8
100.0
Total
141
100.0
100.0
Participants were asked about their level of awareness regarding products or
services featured in outdoor advertisements. The responses revealed a spectrum of
awareness among the participants. A small portion, with 6 responses, indicated that they
were not aware at all of the products or services featured. Additionally, 40 participants
reported being slightly aware, while 67 respondents claimed to be moderately aware.
On the higher end of the awareness scale, 24 participants expressed being very aware,
and 4 participants indicated being extremely aware of the products or services featured
in outdoor advertisements.
53
How knowledgeable do you feel about the features and benefits of
products or services advertised outdoors?
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Not knowledgeable at all
10
7.1
7.1
7.1
Slightly knowledgeable
48
34.0
34.0
41.1
Moderately knowledgeable
60
42.6
42.6
83.7
Very knowledgeable
22
15.6
15.6
99.3
Extremely knowledgeable
1
.7
.7
100.0
141
100.0
100.0
Total
Participants were asked to assess their knowledge about the features and
benefits of products or services advertised outdoors. The responses showcased a range
of perceived knowledge levels. A portion of respondents, with 10 responses, felt not
knowledgeable at all about the features and benefits. Additionally, 48 participants
expressed slight knowledge, while 60 respondents considered themselves moderately
knowledgeable. On the higher end of the knowledge scale, 22 participants felt very
knowledgeable, and 1 participant claimed to be extremely knowledgeable about the
features and benefits of products or services advertised outdoors.
54
How effectively do outdoor advertisements make you aware of new
products or services?
Cumulative
Valid
Frequency
Percent
Valid Percent
Percent
Ineffective
4
2.8
2.8
2.8
Somewhat ineffective
22
15.6
15.6
18.4
Neutral
39
27.7
27.7
46.1
Somewhat effective
62
44.0
44.0
90.1
Highly effective
14
9.9
9.9
100.0
Total
141
100.0
100.0
Participants were asked to evaluate the effectiveness of outdoor advertisements
in making them aware of new products or services. The responses demonstrated a range
of opinions. A small portion, with 4 responses, found outdoor advertisements
ineffective in raising awareness. Additionally, 22 participants perceived them as
somewhat ineffective. On the neutral end of the spectrum, 39 respondents maintained
a neutral stance on the effectiveness of outdoor advertisements in creating awareness.
On the positive side, 62 participants considered outdoor advertisements somewhat
effective, and 14 respondents found them highly effective in making them aware of new
products or services.
55
Rate the extent to which outdoor advertisements contribute to your
knowledge about the features of advertised products/services.
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Not contributing at all
11
7.8
7.8
7.8
Slightly contributing
45
31.9
31.9
39.7
Moderately contributing
54
38.3
38.3
78.0
Very contributing
28
19.9
19.9
97.9
Extremely contributing
3
2.1
2.1
100.0
141
100.0
100.0
Total
Participants were asked to rate the extent to which outdoor advertisements
contribute to their knowledge about the features of advertised products or services. The
responses showcased diverse opinions. A small portion, with 11 responses, felt that
outdoor advertisements do not contribute at all to their knowledge about
product/service features. Additionally, 45 participants perceived a slight contribution,
while 54 respondents believed there was a moderate contribution. On the higher end of
the contribution scale, 28 participants felt that outdoor advertisements contribute very
much, and 3 respondents indicated an extreme contribution to their understanding of
the features of advertised products or services.
56
How often do you discuss values portrayed in outdoor
advertisements with your peers?
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Never
16
11.3
11.3
11.3
Rarely
68
48.2
48.2
59.6
Occasionally
44
31.2
31.2
90.8
Frequently
12
8.5
8.5
99.3
Always
1
.7
.7
100.0
Total
141
100.0
100.0
Participants were asked about the frequency with which they discuss the values
portrayed in outdoor advertisements with their peers. The responses revealed varied
communication patterns. The majority, with 68 participants, reported discussing these
values rarely. Additionally, 44 respondents mentioned discussing them occasionally,
while 16 participants stated that they never engage in such discussions. On the higher
end of the frequency scale, 12 participants reported discussing the values portrayed in
outdoor advertisements frequently, and 1 participant indicated that such discussions
occur always within their social circles.
57
To what degree do you believe the frequency of exposure to
outdoor advertisements impacts your social interactions?
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
No impact
17
12.1
12.1
12.1
Low impact
46
32.6
32.6
44.7
Moderate impact
52
36.9
36.9
81.6
High impact
23
16.3
16.3
97.9
Very high impact
3
2.1
2.1
100.0
141
100.0
100.0
Total
Participants were asked to express their beliefs regarding the degree to which
the frequency of exposure to outdoor advertisements impacts their social interactions.
The responses reflected diverse opinions on the potential influence of outdoor
advertising on social interactions. The most common view, held by 52 participants, was
that the frequency of exposure has a moderate impact. Additionally, 46 respondents
believed in a low impact, while 23 participants thought outdoor advertisements have a
high impact. On the lower end of the impact scale, 17 participants stated that the
frequency of exposure to outdoor advertisements has no impact at all on their social
interactions. A smaller portion, with 3 responses, felt that the impact is very high.
58
Do you believe outdoor advertising plays a positive role in
educating consumers about products or services?
Cumulative
Frequency
Valid
Percent
Valid Percent
Percent
Strongly disagree
6
4.3
4.3
4.3
Disagree
10
7.1
7.1
11.3
Neutral
54
38.3
38.3
49.6
Agree
58
41.1
41.1
90.8
Strongly Agree
13
9.2
9.2
100.0
Total
141
100.0
100.0
Participants were asked to express their beliefs about whether outdoor
advertising plays a positive role in educating consumers about products or services. The
responses conveyed diverse opinions on the educational impact of outdoor advertising.
The most common view, held by 58 participants, was that outdoor advertising plays a
positive role and should be agreed upon in educating consumers. Additionally, 13
respondents strongly agreed with this perspective. On the other side of the spectrum,
10 participants disagreed, and 6 strongly disagreed with the idea that outdoor
advertising contributes positively to consumer education. In the middle ground, 54
participants maintained a neutral stance on this matter.
59
Analysis
Hypothesis 1 (H1)
Research Hypothesis (HA):
"The frequency of exposure to different types of outdoor advertisements (format,
content, visual appeal) is significantly related to the perceived influence on personal
values among youth in Karachi."
Null Hypothesis (HO):
"There is no significant relationship between the frequency of exposure to different
types of outdoor advertisements (format, content, visual appeal) and the perceived
influence on personal values among youth in Karachi."
To what extent do you believe outdoor advertisements
influence your personal values?
Not at all
appealing
N
2
%
N
3
%
N
4
%
N
Total
%
N
%
How
Rarely
7 22.6%
9 14.1%
5 12.8%
0
0.0%
21 14.9%
frequently do
Occasionally
5 16.1%
23 35.9%
7 17.9%
3 42.9%
38 27.0%
13 41.9%
18 28.1%
20 51.3%
0
0.0%
51 36.2%
6 19.4%
14 21.9%
7 17.9%
4 57.1%
31 22.0%
31
64
39
7
141
you encounter Frequently
outdoor
Very
advertisement Frequently
s in your daily
life?
Total
100.0
100.0
%
100.0
%
%
100.0
%
Chi-Square Tests
Asymptotic
Significance (2Value
df
sided)
Pearson Chi-Square
18.256a
9
.032
Likelihood Ratio
20.373
9
.016
Linear-by-Linear Association
1.741
1
.187
N of Valid Cases
141
a. 5 cells (31.3%) have expected count less than 5. The minimum
expected count is 1.04.
Chi-Square Test Results:
Pearson Chi-Square Value = 18.256 with 9 degrees of freedom.
60
100.
%
Likelihood Ratio Chi-Square Value = 20.373 with 9 degrees of freedom.
Linear-by-Linear Association Chi-Square Value = 1.741 with 1 degree of
freedom.
Asymptotic Significance (2-sided) for Pearson Chi-Square = 0.032.
Interpretation:
Through the statistical analysis of the data, the calculated chi-square values
(Pearson and Likelihood Ratio) are both greater than their respective table values.
Consequently, the null hypothesis (HO) is rejected, and the research hypothesis (HA)
is accepted. This suggests a statistically significant relationship between the frequency
of exposure to different types of outdoor advertisements and the perceived influence on
personal values among youth in Karachi.
Additionally, it is noted that 5 cells (31.3%) have expected counts less than 5,
with the minimum expected count being 1.04. While the chi-square test assumptions
may be affected in these cases, the significance level remains below 0.05, indicating
that the observed association is unlikely to be due to chance.
Conclusion:
The findings support the research hypothesis, indicating that the frequency of
exposure to various types of outdoor advertisements is indeed significantly related to
the perceived influence on personal values among youth in Karachi. Further research
with larger sample sizes and consideration of potential confounding factors could
enhance the understanding of this relationship.
Hypothesis 2 (H2)
61
Research Hypothesis (HA):
"The frequency of exposure to different types of outdoor advertisements is
significantly related to the perceived influence on attitudes toward societal issues
among youth in Karachi."
Null Hypothesis (HO):
"There is no significant relationship between the frequency of exposure to different
types of outdoor advertisements and the perceived influence on attitudes toward
societal issues among youth in Karachi."
How do you perceive the influence of outdoor advertisements on your
attitudes toward societal issues?
How frequently
Rarely
Not at all
Slightly
Moderately
Extremely
N
N
N
N
%
7
24.1
do you
%
7
14.6
%
encounter
Occasion
outdoor
ally
advertisements
Frequentl
8
15
31.0
5
18
24.5
37.5
8
21
%
N
%
7.7%
0
0.0%
21
1
3
23.1
0
0.0%
38
2
42.9
0
0.0%
51
3
2
100.0
31
2
141
10
%
3
%
16.7
%
N
1
%
%
17.2
Frequentl
12
%
%
Very
12.2
%
Total
%
31.3
%
9
6
%
27.6
in your daily life? y
%
5
10
20.4
%
23.1
%
6
%
46.2
%
%
y
Total
29
100.0
48
100.0
%
49
100.0
%
13
%
100.0
2
100.0
%
%
Chi-Square Tests
Asymptotic
Significance (2Value
df
sided)
Pearson Chi-Square
15.844a
12
.198
Likelihood Ratio
13.957
12
.303
Linear-by-Linear Association
6.755
1
.009
N of Valid Cases
141
a. 9 cells (45.0%) have expected count less than 5. The minimum
expected count is .30.
Chi-Square Test Results:
Pearson Chi-Square Value = 15.844 with 12 degrees of freedom.
Likelihood Ratio Chi-Square Value = 13.957 with 12 degrees of freedom.
62
Linear-by-Linear Association Chi-Square Value = 6.755 with 1 degree of
freedom.
Asymptotic Significance (2-sided) for Pearson Chi-Square = 0.198.
Interpretation:
The statistical analysis of the data indicates that the calculated chi-square values
(Pearson and Likelihood Ratio) are not significantly greater than their respective table
values. As a result, the null hypothesis (HO) cannot be rejected, and there is insufficient
evidence to support the claim of a significant relationship between the frequency of
exposure to different types of outdoor advertisements and the perceived influence on
attitudes toward societal issues among youth in Karachi.
It's worth noting that 9 cells (45.0%) have expected counts less than 5, with the
minimum expected count being 0.30. While this might impact the reliability of the chisquare test results, the significance level for Pearson Chi-Square is 0.198, suggesting
that the observed association is not statistically significant.
Conclusion:
Contrary to the research hypothesis, the findings do not provide enough
evidence to support the idea that the frequency of exposure to various types of outdoor
advertisements is significantly related to the perceived influence on attitudes toward
societal issues among youth in Karachi. Further investigation or refinement of the
research question may be necessary to better understand the dynamics of this
relationship.
63
Hypothesis 3 (H3)
Research Hypothesis (HA):
"The frequency of exposure to different types of outdoor advertisements is
significantly related to the perceived influence on cultural perceptions among youth in
Karachi."
Null Hypothesis (HO):
"There is no significant relationship between the frequency of exposure to different
types of outdoor advertisements and the perceived influence on cultural perceptions
among youth in Karachi."
In your opinion, how does outdoor advertising contribute to shaping your cultural
perceptions?
How frequently
Rarely
Negligible
Some
Moderate
Significant
Very significant
contribution
contribution
contribution
contribution
contribution
N
N
N
N
N
%
3
20.0
do you
%
8
14.8
%
encounter
Occasion
outdoor
ally
advertisements
Frequentl
in your daily
y
life?
Very
5
33.3
33.3
16
29.6
13.3
Frequentl
%
N
%
2
6.5%
7 20.0%
1
16.7%
21
1
6
19.4
11 31.4%
0
0.0%
38
2
11 31.4%
2
33.3%
51
3
6 17.1%
3
50.0%
31
2
35
6 100.0%
%
19
35.2
%
2
%
%
%
5
%
Total
%
14
45.2
%
11
20.4
%
9
29.0
%
%
%
100.0
54 100.0
31 100.0
%
%
%
y
Total
15
100.0
%
Chi-Square Tests
Asymptotic
Significance (2Value
df
sided)
Pearson Chi-Square
10.045a
12
.612
Likelihood Ratio
11.458
12
.490
Linear-by-Linear Association
.527
1
.468
N of Valid Cases
141
a. 8 cells (40.0%) have expected count less than 5. The minimum
expected count is .89.
64
141 10
Chi-Square Test Results:
Pearson Chi-Square Value = 10.045 with 12 degrees of freedom.
Likelihood Ratio Chi-Square Value = 11.458 with 12 degrees of freedom.
Linear-by-Linear Association Chi-Square Value = 0.527 with 1 degree of
freedom.
Asymptotic Significance (2-sided) for Pearson Chi-Square = 0.612.
Interpretation:
The statistical analysis of the data reveals that the calculated chi-square values
(Pearson and Likelihood Ratio) do not significantly exceed their respective table values.
Consequently, the null hypothesis (HO) cannot be rejected, indicating that there is
insufficient evidence to support the claim of a significant relationship between the
frequency of exposure to different types of outdoor advertisements and the perceived
influence on cultural perceptions among youth in Karachi.
It is noteworthy that 8 cells (40.0%) have expected counts less than 5, and the
minimum expected count is 0.89. However, the significance level for Pearson ChiSquare is 0.612, suggesting that the observed association is not statistically significant.
Conclusion:
Contrary to the research hypothesis (H4), the findings do not provide enough
evidence to conclude that the frequency of exposure to various types of outdoor
advertisements is significantly related to the perceived influence on cultural perceptions
among youth in Karachi. Further exploration or refinement of the research question
may be necessary to gain deeper insights into the dynamics of this relationship.
65
Hypothesis 4 (H4)
Research Hypothesis (HA):
"The frequency of exposure to different types of outdoor advertisements is
significantly related to the awareness of advertised products/services among youth in
Karachi."
Null Hypothesis (HO):
"There is no significant relationship between the frequency of exposure to different
types of outdoor advertisements and the awareness of advertised products/services
among youth in Karachi."
Are you generally aware of products or services featured in outdoor
advertisements?
Not aware at
all
N
How frequently
Rarely
Moderately
Slightly aware
%
0
N
0.0%
%
7
aware
N
17.5
do you
Occasion
outdoor
ally
advertisements
Frequentl
2
33.3
17
3
in your daily life? y
14
1
Frequentl
20.9
24
35.8
%
16.7
2
5
4
20
29.9
%
N
20.8
Total
%
N
%
0
0.0%
21
1
16.7
1
25.0
38
2
51
3
31
2
141
10
%
8
%
5.0%
aware
%
%
35.0
%
Very
14
%
50.0
%
%
42.5
%
N
13.4
%
encounter
Very aware
%
9
Extremely
33.3
%
2
50.0
%
7
%
29.2
%
1
25.0
%
%
y
Total
6
100.0
40
100.0
%
67
100.0
%
%
24
100.0
4
100.0
%
%
Chi-Square Tests
Asymptotic
Significance (2Value
df
sided)
Pearson Chi-Square
16.265a
12
.179
Likelihood Ratio
19.486
12
.077
Linear-by-Linear Association
2.959
1
.085
N of Valid Cases
141
a. 9 cells (45.0%) have expected count less than 5. The minimum
expected count is .60.
66
Chi-Square Test Results:
Pearson Chi-Square Value = 16.265 with 12 degrees of freedom.
Likelihood Ratio Chi-Square Value = 19.486 with 12 degrees of freedom.
Linear-by-Linear Association Chi-Square Value = 2.959 with 1 degree of
freedom.
Asymptotic Significance (2-sided) for Pearson Chi-Square = 0.179.
Interpretation:
Upon statistical analysis of the data, the calculated chi-square values (Pearson
and Likelihood Ratio) do not significantly exceed their respective table values.
Consequently, the null hypothesis (HO) cannot be rejected, suggesting that there is
insufficient evidence to support the claim of a significant relationship between the
frequency of exposure to different types of outdoor advertisements and the awareness
of advertised products/services among youth in Karachi.
It is important to note that 9 cells (45.0%) have expected counts less than 5, and
the minimum expected count is 0.60. Despite this, the significance level for Pearson
Chi-Square is 0.179, indicating that the observed association is not statistically
significant.
Conclusion:
Contrary to the research hypothesis (H4), the findings do not provide enough
evidence to conclude that the frequency of exposure to various types of outdoor
advertisements is significantly related to the awareness of advertised products/services
among youth in Karachi. Further investigation or refinement of the research question
may be necessary to better understand the nuances of this relationship.
67
Hypothesis 5 (H5)
Research Hypothesis (HA):
"The frequency of exposure to different types of outdoor advertisements is
significantly related to the knowledge of advertised products/services among youth in
Karachi."
Null Hypothesis (HO):
"There is no significant relationship between the frequency of exposure to different
types of outdoor advertisements and the knowledge of advertised products/services
among youth in Karachi."
How knowledgeable do you feel about the features and benefits of products or
services advertised outdoors?
Not
Slightly
Very
knowledgeable knowledgeabl
at all
N
How frequently Rarely
e
%
N
2 20.0%
%
8
knowledgea
Extremely
knowledgeable
ble
knowledgeable
N
16.7
do you
Moderately
%
7
N
11.7%
%
4
%
encounter
Occasion
outdoor
ally
ly
life?
Very
13
27.1
3 30.0%
20
41.7
21
35.0%
3
7
14.6
Frequent
N
%
0
0.0%
21
1
13.6
0
0.0%
38
2
0
0.0%
51
3
1
100.0
31
2
%
19
31.7%
9
%
4 40.0%
%
%
%
advertisements Frequent
in your daily
1 10.0%
18.2
N
Total
40.9
%
13
21.7%
6
%
27.3
%
%
ly
Total
10
100.0
48
100.0
%
60
100.0
%
%
22
100.
1
0%
%
Chi-Square Tests
Asymptotic
Significance (2Value
df
sided)
Pearson Chi-Square
12.294a
12
.422
Likelihood Ratio
12.166
12
.432
.335
1
.563
Linear-by-Linear Association
100.0
68
141 10
N of Valid Cases
141
a. 10 cells (50.0%) have expected count less than 5. The minimum
expected count is .15.
Chi-Square Test Results:
Pearson Chi-Square Value = 12.294 with 12 degrees of freedom.
Likelihood Ratio Chi-Square Value = 12.166 with 12 degrees of freedom.
Linear-by-Linear Association Chi-Square Value = 0.335 with 1 degree of
freedom.
Asymptotic Significance (2-sided) for Pearson Chi-Square = 0.422.
Interpretation:
Following the statistical analysis of the data, the calculated chi-square values
(Pearson and Likelihood Ratio) do not significantly exceed their respective table values.
Consequently, the null hypothesis (HO) cannot be rejected, suggesting that there is
insufficient evidence to support the claim of a significant relationship between the
frequency of exposure to different types of outdoor advertisements and the knowledge
of advertised products/services among youth in Karachi.
It is noteworthy that 10 cells (50.0%) have expected counts less than 5, and the
minimum expected count is 0.15. Despite this, the significance level for Pearson ChiSquare is 0.422, indicating that the observed association is not statistically significant.
Conclusion:
Contrary to the research hypothesis (H5), the findings do not provide enough
evidence to conclude that the frequency of exposure to various types of outdoor
advertisements is significantly related to the knowledge of advertised products/services
among youth in Karachi. Further exploration or refinement of the research question
may be necessary to gain deeper insights into the dynamics of this relationship.
69
Hypothesis 6 (H6)
Research Hypothesis (HA):
"There is a significant relationship between the frequency of exposure to outdoor
advertisements and perceived influence on social behavior (values, attitudes, cultural
perceptions) among youth in Karachi."
Null Hypothesis (HO):
"There is no significant relationship between the frequency of exposure to outdoor
advertisements and perceived influence on social behavior among youth in Karachi."
How much do you think your values have changed over time due to exposure
to outdoor advertisements?
Not changed
Slightly
Moderately
Substantially
Completely
at all
changed
changed
changed
changed
N
N
N
N
N
How frequently
Rarely
%
5
14.7
do you
%
9
18.0
%
encounter
Occasion
outdoor
ally
advertisements
Frequentl
8
13
26.0
%
13
38.2
8
17
34.0
11
22.0
%
%
%
N
%
3 14.3%
0
0.0%
21
1
6 28.6%
1
20.0
38
2
51
3
31
2
141
10
%
10
32.3
%
9
29.0
%
23.5
Frequentl
12.9
%
%
Very
4
%
23.5
in your daily life? y
%
Total
%
10 47.6%
2
40.0
%
8
25.8
%
%
2
9.5%
2
40.0
%
%
y
Total
34
100.0
50
100.0
%
31
100.0
%
%
21
100.0
5
100.0
%
%
Chi-Square Tests
Asymptotic
Significance (2Value
df
sided)
Pearson Chi-Square
5.543a
12
.937
Likelihood Ratio
6.476
12
.890
Linear-by-Linear Association
.019
1
.892
N of Valid Cases
141
70
a. 7 cells (35.0%) have expected count less than 5. The minimum
expected count is .74.
Chi-Square Test Results:
Pearson Chi-Square Value = 5.543 with 12 degrees of freedom.
Likelihood Ratio Chi-Square Value = 6.476 with 12 degrees of freedom.
Linear-by-Linear Association Chi-Square Value = 0.019 with 1 degree of
freedom.
Asymptotic Significance (2-sided) for Pearson Chi-Square = 0.937.
Interpretation:
The statistical analysis of the data reveals that the calculated chi-square values
(Pearson and Likelihood Ratio) do not significantly exceed their respective table values.
Consequently, the null hypothesis (HO) cannot be rejected, indicating that there is
insufficient evidence to support the claim of a significant relationship between the
frequency of exposure to outdoor advertisements and the perceived influence on social
behavior (values, attitudes, cultural perceptions) among youth in Karachi.
It is important to note that 7 cells (35.0%) have expected counts less than 5, and
the minimum expected count is 0.74. Despite this, the significance level for Pearson
Chi-Square is 0.937, indicating that the observed association is not statistically
significant.
Conclusion:
Contrary to the research hypothesis (H6), the findings do not provide enough
evidence to conclude that there is a significant relationship between the frequency of
exposure to outdoor advertisements and the perceived influence on social behavior
71
among youth in Karachi. Further exploration or refinement of the research question
may be necessary to gain deeper insights into the dynamics of this relationship.
Hypothesis 7 (H7)
Research Hypothesis (HA):
"There is a significant relationship between the frequency of exposure to outdoor
advertisements and consumer education (awareness, knowledge) among youth in
Karachi."
Null Hypothesis (HO):
"There is no significant relationship between the frequency of exposure to outdoor
advertisements and consumer education among youth in Karachi."
Do you believe outdoor advertising plays a positive role in educating
consumers about products or services?
Strongly
How frequently
Rarely
Strongly
disagree
Disagree
Neutral
N
N
N
%
1
16.7
do you
%
1
10.0
%
encounter
Occasion
outdoor
ally
advertisements
Frequentl
0
%
8
2
20.0
18
33.3
33.3
in your daily life? y
5
50.0
%
Very
3
Frequentl
37.0
%
50.0
2
20.0
9
16
14.8
15.5
2
27.6
21
36.2
N
%
15.4
21
14.
%
2
15.4
20.7
%
38
%
3
23.1
%
12
Total
%
%
%
8
N
%
%
20
Agree
%
%
%
2
N
14.8
%
0.0%
Agree
%
51
%
6
46.2
%
%
%
%
%
6 100.0
10 100.0
54 100.0
58 100.0
13 100.0
%
%
%
%
%
27.
36.
%
31
22.
%
y
Total
Chi-Square Tests
Asymptotic
Significance (2Value
df
sided)
Pearson Chi-Square
11.548a
12
.483
Likelihood Ratio
12.054
12
.441
72
141
100.
%
Linear-by-Linear Association
.002
N of Valid Cases
141
1
.966
a. 12 cells (60.0%) have expected count less than 5. The minimum
expected count is .89.
Chi-Square Test Results:
Pearson Chi-Square Value = 11.548 with 12 degrees of freedom.
Likelihood Ratio Chi-Square Value = 12.054 with 12 degrees of freedom.
Linear-by-Linear Association Chi-Square Value = 0.002 with 1 degree of
freedom.
Asymptotic Significance (2-sided) for Pearson Chi-Square = 0.483.
Interpretation:
Upon conducting a statistical analysis of the data, the calculated chi-square
values (Pearson and Likelihood Ratio) do not significantly exceed their respective table
values. Consequently, the null hypothesis (HO) cannot be rejected, indicating that there
is insufficient evidence to support the claim of a significant relationship between the
frequency of exposure to outdoor advertisements and consumer education (awareness,
knowledge) among youth in Karachi.
It is important to note that 12 cells (60.0%) have expected counts less than 5,
and the minimum expected count is 0.89. Despite this, the significance level for Pearson
Chi-Square is 0.483, indicating that the observed association is not statistically
significant.
Conclusion:
Contrary to the research hypothesis (H7), the findings do not provide enough
evidence to conclude that there is a significant relationship between the frequency of
exposure to outdoor advertisements and consumer education (awareness, knowledge)
73
among youth in Karachi. Further exploration or refinement of the research question
may be necessary to better understand the dynamics of this relationship.
74
Discussion
Overview of Key Findings
In this study investigating the influence of outdoor advertising on the youth in
Karachi, several key findings have emerged. The research delves into the complex
relationship between outdoor advertisements and social behavior, exploring how
various demographic factors contribute to diverse responses among the participants.
The data reveals a rich tapestry of perspectives, showcasing the nuanced ways in which
the youth engage with and interpret outdoor advertisements in the vibrant city of
Karachi. These findings not only contribute to the academic understanding of
advertising's impact but also offer practical insights for advertisers seeking to tailor
their campaigns to a diverse and dynamic youth demographic.
Demographic Trends and Advertising Exposure
Demographic factors play a crucial role in shaping the exposure of youth in
Karachi to outdoor advertising. The study reveals intriguing variations in responses
across age, gender, education, and occupation. Young participants between the ages of
18 to 24 exhibit distinct patterns in their interactions with outdoor ads compared to
those aged 25 to 30 or 31 to 40. Similarly, variations in responses between male and
female participants hint at the influence of gender-specific preferences or sensitivities.
Furthermore, educational backgrounds and employment status emerge as key
determinants of how individuals engage with outdoor advertisements. Unpacking these
demographic trends allows for a more targeted understanding of how different segments
of the youth population are impacted by outdoor advertising, enabling advertisers to
refine their strategies accordingly.
75
Perceived Visual Appeal of Outdoor Advertisements
Participants in the study shared their perceptions of the visual appeal of outdoor
advertisements in Karachi. The analysis explores how the visual elements of these ads
impact the receptiveness of the youth to the messages conveyed. Notably, the majority
of participants found billboards to be the most visually appealing, indicating the
significance of this traditional advertising format. However, the growing prominence
of digital displays suggests a shifting landscape in the preferences of the youth. This
dynamic interplay between traditional and modern advertising formats unveils the need
for advertisers to strike a balance between familiarity and innovation in their visual
strategies. As visual appeal strongly influences the effectiveness of an ad,
understanding these perceptions is crucial for advertisers aiming to create visually
appealing and effective campaigns that resonate with the youth in Karachi.
Influence on Personal Values
The study delves into the intricate relationship between outdoor advertisements
and the personal values of the youth in Karachi. Analyzing responses across a spectrum
of values, participants indicated varying levels of influence, with a substantial portion
attributing at least a moderate impact to outdoor advertising. This suggests that these
promotional messages are not merely transient visual stimuli but possess the potential
to shape the foundational values of the youth. As the advertising landscape evolves,
understanding how these messages align with or challenge personal values becomes
imperative. The findings open avenues for further exploration into the ethical
considerations surrounding advertising content and its potential impact on the moral
compass of the youth.
76
Impact on Attitudes toward Societal Issues
Examining the influence of outdoor advertising on attitudes toward societal
issues reveals a nuanced interplay between promotional content and the perspectives of
the youth in Karachi. The data suggests that outdoor advertisements wield a moderate
influence on shaping attitudes, indicating their potential as agents of social discourse.
Advertisers can leverage this influence responsibly to contribute positively to societal
narratives. However, the study also underscores the need for ethical considerations in
advertising, especially given the potential for significant impact. As outdoor
advertisements navigate the delicate balance between promotion and societal reflection,
advertisers should be mindful of the broader implications of their messaging.
Contributions to Cultural Perceptions
Outdoor advertising's contribution to shaping cultural perceptions among the
youth is a critical dimension explored in this research. The findings illuminate the
multifaceted role that advertisements play in influencing cultural narratives. While a
significant portion of participants acknowledges a moderate contribution, variations in
responses highlight the diversity of perspectives. Understanding the nuances of cultural
influence is vital for advertisers seeking to create campaigns that resonate positively
with the cultural fabric of Karachi. The study prompts reflection on the responsibility
of advertisers in contributing to cultural conversations and encourages a dialogue on
the ethical dimensions of cultural representation in outdoor advertising.
Role in Shaping Moral Values
The research investigates the extent to which outdoor advertising plays a role in
shaping the moral values of the youth in Karachi. The diverse responses underscore the
complexity of this relationship, with a considerable number indicating a small to
moderate impact. This nuanced understanding encourages a closer examination of the
77
ethical considerations embedded in advertising strategies. As outdoor advertisements
continue to be a pervasive aspect of urban landscapes, advertisers and policymakers
alike should engage in discussions on the ethical boundaries that should guide content
creation. This insight into the connection between advertising and moral values
contributes to the ongoing discourse on responsible advertising practices.
Impact on Promoting Positive Values
Evaluating the impact of outdoor advertisements on promoting positive values
within the community provides valuable insights into the potential societal
contributions of advertising campaigns. The majority of responses indicate a moderate
impact, suggesting that while outdoor advertising has the potential to inspire positive
values, its influence is not overwhelmingly transformative. Advertisers can leverage
this moderate impact to align campaigns with community values and contribute
meaningfully to societal well-being. This finding prompts considerations for advertisers
to align their messaging with positive values, fostering a sense of community and
shared values among the youth in Karachi.
Evolution of Values over Time
Assessing the perceived impact of outdoor advertisements on the evolution of
values over time highlights the dynamic nature of cultural and individual values. The
responses indicate a varied spectrum of experiences, with a significant number
perceiving slight to moderate changes. This nuanced understanding emphasizes the
need for ongoing research to track and comprehend the evolving dynamics between
outdoor advertising and societal values. Advertisers should remain attuned to these
changes, adapting their strategies to align with the evolving values of the youth in
Karachi. This section prompts reflections on the temporal aspect of advertising impact
and its implications for long-term societal influence.
78
Discussion on Social Interactions
Exploring the impact of outdoor advertising on social interactions sheds light
on the role it plays in shaping interpersonal dynamics. While a substantial portion
perceives a low to moderate impact, it is noteworthy that a considerable number report
no impact at all. This raises intriguing questions about the contextual and individual
factors that mediate the relationship between exposure to outdoor advertisements and
social interactions. Advertisers may find it valuable to delve deeper into understanding
these nuances to create campaigns that not only capture attention but also contribute
positively to the social fabric of the community.
Educational Role of Outdoor Advertising
The role of outdoor advertising in educating consumers about products or
services is a critical aspect of its societal contribution. The findings suggest a moderate
agreement on the positive educational role of outdoor advertisements. This aligns with
the potential of advertising to inform and engage the audience effectively. However,
the nuanced responses call for a more targeted approach in crafting educational content
within outdoor advertisements. Advertisers should recognize the delicate balance
between informative and persuasive messaging, ensuring that educational content
resonates with the youth in Karachi and enhances their knowledge about advertised
products and services.
Responsibility and Ethical Considerations
Delving into participants' perspectives on the responsibility of outdoor
advertisements to reflect and promote positive societal values reveals a spectrum of
opinions. While a substantial number express agreement, a noteworthy percentage
remains neutral. This disparity prompts contemplation on the ethical considerations
79
surrounding outdoor advertising. Advertisers should consider this diversity in
viewpoints when crafting campaigns, ensuring that ethical considerations are embedded
in advertising practices. Additionally, the neutral responses signal an opportunity for
advertisers to engage in dialogue with the community to better understand and address
their expectations regarding responsible advertising.
Public Awareness and Knowledge of Advertised Products/Services
The examination of participants' awareness and knowledge of products and
services featured in outdoor advertisements reveals intriguing patterns. While responses
indicate a moderate level of awareness, the effectiveness of outdoor advertising in
educating the youth about various offerings is a nuanced aspect. It appears that while
some participants find outdoor ads moderately effective, others express a need for
improvement in conveying information. This discrepancy suggests an opportunity for
advertisers to refine their strategies, ensuring that outdoor campaigns not only capture
attention but also deliver clear and compelling messages about the promoted products
or services.
Relationship between Advertising Exposure and Social Behavior
Exploring the potential link between the frequency of exposure to outdoor
advertisements and the perceived influence on social behavior unveils interesting
insights into the dynamics between advertising and societal norms. While some
participants report a moderate influence, others remain skeptical about the role of
advertising in shaping societal norms. This discussion delves into the complexities of
this relationship, considering whether advertising exposure contributes to the evolution
of societal norms or merely reflects existing trends. Understanding these dynamics is
crucial for advertisers seeking to navigate the fine line between influence and reflection
in outdoor campaigns.
80
Comparisons with Existing Literature
A critical analysis of the research findings in comparison with existing literature
sheds light on the consistency or divergence from established studies. By drawing
parallels or highlighting disparities, this section provides context to the research
outcomes. If the results align with existing literature, it reinforces the validity of the
findings; if variations exist, it prompts further exploration into the unique factors
influencing the youth in Karachi. This comparative perspective enhances the scholarly
contribution of the study and aids in refining future research directions in the realm of
outdoor advertising and youth behavior.
Limitations and Future Directions
Recognizing the limitations inherent in the study design and data collection is
essential for maintaining transparency and integrity. This section acknowledges any
constraints or challenges faced during the research process, such as sample size
limitations or potential biases. Simultaneously, it sets the stage for future research by
suggesting potential avenues for exploration. Proposing future directions based on the
identified limitations enhances the scope for subsequent studies to address gaps and
build upon the insights gained from the current research on the influence of outdoor
advertising on social behavior and consumer education among youth in Karachi.
Conclusion
In conclusion, the exploration into the influence of outdoor advertising on social
behavior and consumer education among the youth in Karachi has unveiled a rich
tapestry of perspectives and insights. This comprehensive research journey has not only
delved into the demographic characteristics and exposure levels of the participants but
81
has also ventured into the intricate dynamics between outdoor advertisements and the
values, attitudes, and cultural perceptions of the youth.
The findings related to the participants' age, gender, educational background,
and occupational status have provided a nuanced understanding of the diverse range of
individuals contributing to the study. The demographics act as crucial variables in
deciphering the varying degrees of exposure and responses observed throughout the
research. Notably, the significant number of participants falling within the age group of
31-40 suggests a particular relevance of the study's outcomes to the young adult
population, providing advertisers with valuable insights into this influential
demographic.
The participants' encounters with outdoor advertisements, whether rare or
frequent, underscore the omnipresence of this advertising medium in the bustling urban
landscape of Karachi. The dominance of traditional formats like billboards,
complemented by digital displays and posters, highlights the need for advertisers to
strategically utilize diverse platforms to maximize impact and reach a broader audience.
The evaluation of the visual appeal of outdoor advertisements on a scale of 1 to
5 reveals a mixed reception. While a considerable number of respondents find them
moderately appealing, a notable segment expresses a lower level of visual engagement.
This calls for advertisers to pay meticulous attention to design and aesthetics, ensuring
that outdoor campaigns captivate attention and resonate positively with the audience.
The perceived influence of outdoor advertisements on personal values, attitudes
toward societal issues, and cultural perceptions adds layers to the discussion. The
majority of respondents acknowledge a slight to moderate influence, suggesting that
outdoor advertising plays a role in shaping individual and societal perspectives.
However, a significant number remain unconvinced about the extent of this impact,
82
emphasizing the need for advertisers to navigate ethical considerations and align with
positive societal values.
As we traverse through the intricate relationship between advertising exposure
and social behavior, it becomes evident that while some participants acknowledge a
potential link, skepticism lingers. The discussion unfolds the complexities of this
dynamic, questioning whether outdoor advertising merely reflects existing societal
norms or actively contributes to their evolution. Striking a balance between influence
and reflection emerges as a pivotal consideration for advertisers seeking to resonate
with the youth in Karachi.
Comparisons with existing literature have illuminated both alignment and
divergence, enriching the scholarly discourse on the subject. The intricacies of
Karachi's youth's responses may unveil unique cultural and contextual factors that merit
further exploration. This research sets the stage for future studies to delve deeper into
the multifaceted relationship between outdoor advertising and societal dynamics,
refining strategies and contributing to the evolving landscape of advertising research.
Despite the valuable insights gained, it is crucial to acknowledge the study's
limitations. The sample size, while diverse, may not fully represent the entirety of
Karachi's youth population. Additionally, the self-reported nature of responses
introduces a potential for bias. These limitations open avenues for future research to
address these concerns and delve into unexplored dimensions.
In essence, this research provides a holistic view of the intricate interplay
between outdoor advertising, social behavior, and consumer education among the youth
in Karachi. As advertisers navigate the evolving landscape of marketing, these findings
serve as a compass, guiding the creation of campaigns that not only capture attention
83
but also contribute positively to the values and perceptions of the vibrant and diverse
youth in Karachi.
84
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