THESIS TITLE

Student Name

Student Registration Number

A Thesis submitted to Department of Management Sciences,

Bahria University – Karachi Campus, in partial fulfilment of the requirement
for the MBA Degree

Semester

Bahria University, Karachi Campus

 MBA Thesis 2nd Half-Semester Progress Report & Thesis
Approval Statement

Supervisor – Student Meeting Record

S# Date Place of Topic Discussed Signature of

Meeting Student

APPROVAL FOR EXAMINATION

Candidate’s Name: Registration No.:

Thesis Title:

I hereby certify that the above candidate's thesis has been completed to my satisfaction and, to
my belief, its standard is appropriate for submission for examination. I have also conducted
plagiarism test of this thesis using HEC prescribed software and found similarity index at ___
that is within the permissible limit set by the HEC for the MBA thesis. I have also found the
thesis in a format recognized by the Department of Management Sciences.
Da
te:
Supervisor’s Signature:

Supervisor’s Name:

HoD’s Signature: Date:

 Declaration of Authentication

I, hereby, declare that no portion of the work referred to in this thesis has been submitted in
support of any application for another degree or qualification of this university or any other
institution of learning.

Student’s Signature: ________________________

Turnitin Similarity Report
Dedication
Acknowledgement
 Abstract

Purpose

Methodology & Design

Findings

Limitations

Recommendations

Keywords
 TABLE OF CONTENTS

CHAPTER 1..............................................................................................................................1
INTRODUCTION.....................................................................................................................1
1.1 Introduction...............................................................................................................1
1.2 Background...............................................................................................................1
1.3 Problem Statement....................................................................................................1
1.4 Research Objectives..................................................................................................1
1.5 Research Questions...................................................................................................1
1.6 Significance of the Study..........................................................................................1
1.7 Scope of the Research...............................................................................................1
1.8 Organization of the Thesis........................................................................................1
CHAPTER 2..............................................................................................................................3
LITERATURE REVIEW..........................................................................................................3
2.1 Construct 1................................................................................................................3
2.2 Construct 2................................................................................................................3
2.3 Construct 3................................................................................................................3
2.3.1 Sub-Construct 1...................................................................................................3

2.3.2 Sub-Construct 2...................................................................................................3

2.3.3 Sub-Construct 3...................................................................................................3

2.4 Construct 4................................................................................................................3

2.5 Construct 5................................................................................................................3
2.6 Construct 6................................................................................................................3
2.7 Relationship between Construct 1 and 6...................................................................3
2.8 Relationship between Construct 2 and 6...................................................................3
2.9 Relationship between Construct 3 and 6...................................................................3
2.10 Relationship between Construct 4 and 6...................................................................3
2.11 Relationship between Construct 5 and 6...................................................................3
2.12 Summary of Literature Review.................................................................................4
2.13 Research Hypotheses.................................................................................................5
 2.14 Conceptual Framework.............................................................................................6
CHAPTER 3..............................................................................................................................7
Research Methodology..............................................................................................................7
3.1 Research Approach & Type......................................................................................7
3.2 Research Design........................................................................................................7
3.3 Research Population..................................................................................................7
3.4 Sample Size & Sampling Technique.........................................................................7
3.5 Research Instrument..................................................................................................7
3.6 Data Collection..........................................................................................................8
3.7 Data Analyses Method..............................................................................................8
CHAPTER 4..............................................................................................................................9
Results........................................................................................................................................9
4.1 Respondent Profile....................................................................................................9
4.2 Reliability Analyses..................................................................................................9
4.3 Hypothesis Testing..................................................................................................10
4.3.1 Hypothesis 1......................................................................................................10

4.3.2 Hypothesis 2......................................................................................................10

4.3.3 Hypothesis 3......................................................................................................10

4.3.4 Hypothesis 4......................................................................................................10

4.3.5 Hypothesis 5......................................................................................................10

4.4 Summary of Hypotheses Testing............................................................................10

CHAPTER 5............................................................................................................................11
Discussion................................................................................................................................11
5.1 Discussion...............................................................................................................11
5.1.1 Hypothesis 1 Discussion....................................................................................11

5.1.2 Hypothesis 2 Discussion....................................................................................11

5.1.3 Hypothesis 3 Discussion....................................................................................11

5.1.4 Hypothesis 4 Discussion....................................................................................11

 5.1.5 Hypothesis 5 Discussion....................................................................................11

CHAPTER 6............................................................................................................................12
Recommendations and Conclusion..........................................................................................12
6.1 Recommendations...................................................................................................12
6.2 Limitations of the Research.....................................................................................12
6.3 Future Research.......................................................................................................12
6.4 Conclusion...............................................................................................................12
References................................................................................................................................13
APPENDIX..............................................................................................................................14
 LIST OF FIGURES

Figure 1 Conceptual Framework...............................................................................................6

 LIST OF TABLES

Table 1 Summary of Literature Review....................................................................................4

Table 2 Summary of Research Instrument................................................................................7
Table 4 Respondent Profile.......................................................................................................9
Table 5 Summary of Reliability Analyses.................................................................................9
Table 6 Summary of Hypotheses Testing................................................................................10
 LIST OF ABBREVIATIONS

Abbreviation Full Form

Semester Registration Number

CHAPTER 1

INTRODUCTION

1.1 Introduction

1.2 Background

1.3 Problem Statement

1.4 Research Objectives

1.5 Research Questions

1.6 Significance of the Study

1.7 Scope of the Research

1.8 Organization of the Thesis

Chapter 1 – Introduction

Chapter 2 – Literature Review

Chapter 3 – Research Methodology

Chapter 4 – Results

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Semester Registration Number

Chapter 5 – Discussion

Chapter 6 – Conclusion and Recommendation

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CHAPTER 2

LITERATURE REVIEW

2.1 Construct 1

2.2 Construct 2

2.3 Construct 3

2.3.1 Sub-Construct 1

2.3.2 Sub-Construct 2

2.3.3 Sub-Construct 3

2.4 Construct 4

2.5 Construct 5

2.6 Construct 6

2.7 Relationship between Construct 1 and 6

2.8 Relationship between Construct 2 and 6

2.9 Relationship between Construct 3 and 6

2.10 Relationship between Construct 4 and 6

2.11 Relationship between Construct 5 and 6

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2.12 Summary of Literature Review

Table 1 Summary of Literature Review

Construct Definition Source

Personalization Ad personalization is the process of matching (Bonett 2001;
and tailoring advertising content in accordance Germanakos et al.
with the preferences and interests of the 2008)
customers. It involves gathering user information
to provide tailor-made content based on user’s
needs.
Informativenes Informativeness refers to the ability of an (Al Khasawneh and
s advertisement to provide information to Shuhaiber 2013;
customers about products and services Ducoffe 1995; Van
effectively and relevantly. de r Waldt, Rebello,
and Brown 2009; Oh
and Xu 2003)
Credibility Advertising credibility is defined as the degree to (Prendergast, Liu,
which consumers perceive claims made about a and Poon 2009)
brand to be truthful and believable. It is also (Pavlou and Stewart
defined as the predictability and fulfilment of 2000)
implicit as well as explicit requirements of an
agreement.
Entertainment Research suggests that entertainment is referred (Ducoffe 1996;
to the ability of an ad to fulfil the viewer’s needs McQuail 2010)
for aesthetic enjoyment, emotional pleasure or
fun.
Irritation In an advertising context, irritation is defined as (Ducoffe 1996; Van
employing annoying, offensive, insulting, de r Waldt, Rebello,
deceptive and overly manipulative tactics in and Brown 2009).
advertising.
Incentives Incentive based advertising refers to (Chowdhury et al.
advertisement messages that include promotions 2006)
or financial rewards.
Advertising Ducoffe’s web advertising model is focused on (Ducoffe 1995)
Value advertising value which refers to “a subjective
evaluation of the relative worth or utility of
advertising to consumers”.
Flow Flow state is referred to as the fully immersed (Csikszentmihalyi
Experience state of mind that people experience when they and LeFevre 1989)
act with total involvement.
Purchase Online purchase intention, an important predictor (Poddar, Donthu, and
Intention of actual buying behavior, refers to the likelihood Wei 2009)
of a user to make a purchase from a site.

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5
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2.13 Research Hypotheses

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2.14 Conceptual Framework

Figure 1 Conceptual Framework

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CHAPTER 3

RESEARCH METHODOLOGY

3.1 Research Approach & Type

3.2 Research Design

3.3 Research Population

3.4 Sample Size & Sampling Technique

3.5 Research Instrument

Table 2 Summary of Research Instrument

Variable Authors / Source No. of items Scale

Personalization (Xu, Liao, and Li 2008; 4 1-5
Ünal, Ercis, and Keser
2011)
Informativeness (Wang and Sun 2010; 4 1-5
Sinkovics et al. 2012)
Credibility (Sinkovics et al. 2012; 3 1-5
Yang, Kim, and Yoo
2013)
Entertainment (Wang and Sun 2010; 3 1-5
Yang, Kim, and Yoo
2013)
Irritation (Varnali, Yilmaz, and 3 1-5
Toker 2012; Yang,
Kim, and Yoo 2013)
Incentives (Ünal, Ercis, and Keser 3 1-5
2011)
Advertising Value (Ducoffe 1995; 3 1-5
Sinkovics et al. 2012)
Flow Experience (Novak, Hoffman, and 4 1-5
Duhachek 2003; Chang
2013)
Purchase Intention (Hong and Cho 2011; 3 1-5
Wu, Yeh, and Hsiao
2011)

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3.6 Data Collection

3.7 Data Analyses Method

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CHAPTER 4

RESULTS

4.1 Respondent Profile

Table 3 Respondent Profile

Frequency Percentage
Age 18 to 25
26 to 35
36 to 45
46 to 55
56 to 65
66 and above
Gender Female
Male
Education Matric or O' Levels
Intermediate or A'
Levels
Undergraduate
Graduate
Post Graduate
Employmen Unemployed
t status Government
Employee
Private Employee
Business Owner
Monthly 10,000 - 30,000
household 30,001 - 50,000
income 50,001 - 70,000
70,001 - 90,000
90,001 - Above

4.2 Reliability Analyses

Table 4 Summary of Reliability Analyses

Construct / Variable Cronbach’s alpha No. of Items

Personalization 0.67 4

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Informativeness 0.78 4
Credibility 0.66 3
Entertainment 0.88 3
Irritation 0.86 3
Incentives 0.72 3
Advertising Value 0.67 3
Flow Experience 0.83 4
Purchase Intention 0.76 3

4.3 Hypothesis Testing

4.3.1 Hypothesis 1

4.3.2 Hypothesis 2

4.3.3 Hypothesis 3

4.3.4 Hypothesis 4

4.3.5 Hypothesis 5

4.4 Summary of Hypotheses Testing

Table 5 Summary of Hypotheses Testing

Hypothesis Result
H1:

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CHAPTER 5

DISCUSSION

5.1 Discussion

5.1.1 Hypothesis 1 Discussion

5.1.2 Hypothesis 2 Discussion

5.1.3 Hypothesis 3 Discussion

5.1.4 Hypothesis 4 Discussion

5.1.5 Hypothesis 5 Discussion

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CHAPTER 6

RECOMMENDATIONS AND CONCLUSION

6.1 Recommendations

6.2 Limitations of the Research

6.3 Future Research

6.4 Conclusion

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REFERENCES

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APPENDIX

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