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THE INFLUENCE OF ADVERTISEMENTS ON ADOPTION OF FAMILY PLANNING METHODS IN PAKISTAN

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03 Pages : 28-42

http://dx.doi.org/10.31703/gmcr.2020(V-III).03      10.31703/gmcr.2020(V-III).03      Published : Sep 2020

The Influence of Advertisements on Adoption of Family Planning Methods in Pakistan

Abstract

    Despite government measures to control the birth rate in Pakistan and spreading awareness about family planning through advertisements, the Pakistani population growth rate is still high. Pakistan Electronic Media Regulatory Authority (PEMRA) banned advertisements of contraceptives because of the complaints and pressure of a religious section of society. The main objective of this study is to investigate the influence of positive and negative feelings of viewers toward advertisements of family planning on behavioral intentions to adopt family planning methods. Data were collected from the 525 Pakistanis using a cross-sectional study design. The study adopted snowball sampling through the personally-administered method. Partial Least Squares-Structural Equation Modeling (PLS-SEM) was used to test the study hypotheses. Findings of the study show that PF is an important factor in influencing intention to adopt family planning methods; while NF has no significant influence on intention. Conclusively, this research has added valuable contributions, both practically and theoretically in the advertising field.

    Advertisements, Family Planning, Behavioral Intention.

    (1) Abdul Rehman Madni
    Lecturer, Department of Communication and Media Studies, University of Sargodha, Sargodha, Punjab, Pakistan.
    (2) Ashraf Iqbal
    In charge/Assistant Professor, Department of Mass Communication, GC University, Faisalabad, Punjab, Pakistan.
    (3) Zaheer Ud Din Babar
    Lecturer, Department of Mass Communication, NUML, Lahore, Pakistan.
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Cite this article

APA

    APA : Madni, A. R., Iqbal, A., & Babar, Z. U. D. (2020). The Influence of Advertisements on Adoption of Family Planning Methods in Pakistan. Global Mass Communication Review, V(III), 28-42. https://doi.org/10.31703/gmcr.2020(V-III).03

CHICAGO

    CHICAGO : Madni, Abdul Rehman, Ashraf Iqbal, and Zaheer Ud Din Babar. 2020. "The Influence of Advertisements on Adoption of Family Planning Methods in Pakistan." Global Mass Communication Review, V (III): 28-42 doi: 10.31703/gmcr.2020(V-III).03

HARVARD

    HARVARD : MADNI, A. R., IQBAL, A. & BABAR, Z. U. D. 2020. The Influence of Advertisements on Adoption of Family Planning Methods in Pakistan. Global Mass Communication Review, V, 28-42.

MHRA

    MHRA : Madni, Abdul Rehman, Ashraf Iqbal, and Zaheer Ud Din Babar. 2020. "The Influence of Advertisements on Adoption of Family Planning Methods in Pakistan." Global Mass Communication Review, V: 28-42

MLA

    MLA : Madni, Abdul Rehman, Ashraf Iqbal, and Zaheer Ud Din Babar. "The Influence of Advertisements on Adoption of Family Planning Methods in Pakistan." Global Mass Communication Review, V.III (2020): 28-42 Print.

OXFORD

    OXFORD : Madni, Abdul Rehman, Iqbal, Ashraf, and Babar, Zaheer Ud Din (2020), "The Influence of Advertisements on Adoption of Family Planning Methods in Pakistan", Global Mass Communication Review, V (III), 28-42

TURABIAN

    TURABIAN : Madni, Abdul Rehman, Ashraf Iqbal, and Zaheer Ud Din Babar. "The Influence of Advertisements on Adoption of Family Planning Methods in Pakistan." Global Mass Communication Review V, no. III (2020): 28-42. https://doi.org/10.31703/gmcr.2020(V-III).03