The Impact of Shock Advertising on Consumer Buying Behaviour.

The subject of this research focuses on the effects of Shock Advertising on purchasing behavior. This research work adopted a quantitative research method and data was gotten through the administration of questionnaires administered to users of social media platforms using Google Forms. This paper establishes that Shock Advertising plays a very critical role in consumer buying behavior causing shifts in their product perceptions, brand attitudes and purchase intent. When asked, the nature of social media that impacted consumers the most, participants tagged Instagram and Facebook. The study also reveals the extent to which social media is used by the consumer in the quest for information about products and brands they use and recommended by those in the consumers' social circles. The work suggests that the companies use social media advertising to reach the consumers and persuade them to purchase the products. Thus, this study contributes to the knowledge of how consumers interact with social media and gives useful recommendations to enhance the practice of marketing on social media platforms to marketers. [ABSTRACT FROM AUTHOR]