THE IMPACT OF SUSTAINABLE AMBIENT ADVERTISING MANAGEMENT ON CUSTOMER PURCHASE INTENTION: THE MEDIATING ROLE OF CUSTOMER ATTENTION

Abstract

The sustainable ambient advertising management has turned into a new radical communication strategy of cutting through traffic and appealing to consumers. Despite ambient advertising's growing use in practice, there is still little empirical research on how it affects purchase intention in developing countries like Pakistan, particularly concerning customer attention. This study investigates the direct impact of ambient advertising on purchase intention, the impact of ambient advertising on customer attention, and the mediating function of customer attention in the ambient advertising–purchase intention relationship. It does this by drawing on advertising response models and schema theory.

A structured questionnaire was used to perform a quantitative, cross-sectional study with 269 personnel and students from three public universities in Nawabshah, Pakistan. Likert-type measures were used to measure ambient advertising, customer attentiveness, and purchase intention. Reliability analysis, correlation analysis, exploratory and confirmatory factor analysis, and regression-based mediation using Baron and Kenny's method were all performed on the data using SPSS.

The findings demonstrate that both purchase intention and customer attention are greatly positively impacted by ambient advertising, and that purchase intention is strongly predicted by customer attention. The relationship between ambient advertising and purchase intention is partially mediated by customer attention, according to mediation research. When attention is taken into account, the explained variance in buy intention increases from 23.6% to 32.1%. In addition to providing empirical data from Pakistan and useful advice for advertisers looking to create eye-catching campaigns that elicit purchase-related reactions, the study adds to the scant body of literature on ambient advertising. Future research directions and limitations are also covered.