Effectiveness of Shock Advertising on Different Media Platforms

This research analyzes the effectiveness of shock advertising on different media platforms and its impact on consumer buying behavior. It explores the positive and negative impacts of shock advertising strategies and recommends suitable strategies for marketers in the UK.

Running head: EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA
PLATFORMS
The Effectiveness of Shock Advertising on Different Media Platforms
Name of the University:
Name of the Student:
Authors Note:

1EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
Executive Summary
Shock adverting on distinct media platforms has a profound impact on the audiences that is
deemed to witness positive results for the brands. Negative pictorial or video depictions on
television, Facebook, Twitter and Instagram based media channels can provoke strong emotions
among the target consumer base including revelation and fear. The research had significance in
analyzing the manners in which such advertising strategies can be launched in several media
channels having high reach such as television, Face book, Twitter and Instead in attracting
audience’s attention and encouraging them to purchase. The research has also revealed the
consumer behavior towards such advertisements launched by marketers on the media channels so
that it appeals to the audience feelings. The findings of the research explains several effective
techniques in which the shock advertisements can act as shock stimuli for the audiences and
accordingly the messages are comprehended along with changing their behavior towards the
brand. From analyzing the findings of the correlation and regression analysis it was gathered that
there is an insignificant relationship between the dependent and independent variables. Despite
of observing increased young consumers attraction towards shock advertisements, the marketers
of the UK brands needs to ensure to change elements in sustaining the success of the promotional
campaigns.

2EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
Acknowledgement
I would like to express the deepest appreciation to my committee chair Professor, who has the
attitude and the substance of a genius: he continually and convincingly conveyed a spirit of
adventure in regard to research and scholarship, and an excitement in regard to teaching. Without
his guidance and persistent help this dissertation would not have been possible.

3EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
Table of Contents
Chapter 1: Introduction....................................................................................................................5
1.1. Research Background.......................................................................................................5
1.2. Research Problem.............................................................................................................6
1.3. Research Significance.......................................................................................................7
1.4. Research Aim and Objectives...............................................................................................7
1.5. Research Questions...............................................................................................................8
1.6. Research Hypotheses........................................................................................................8
Chapter 2: Literature Review...........................................................................................................9
2.1. Introduction...........................................................................................................................9
2.2. Concept and Impact of shock Advertising............................................................................9
2.3. Media Platforms for Advertising........................................................................................11
2.4. Consumer Buying Behavior Theory...................................................................................12
2.5. Impact of Shock Advertising on Different Media platforms..............................................13
2.6. Research Gap......................................................................................................................14
2.7. Conceptual Framework.......................................................................................................14
2.8. Summary.............................................................................................................................15
Chapter 3: Research Methodology................................................................................................16
3.1. Introduction.........................................................................................................................16

4EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
3.2. Research Philosophy...........................................................................................................17
3.3. Research Approach.............................................................................................................17
3.4. Research Design.................................................................................................................18
3.5. Data Collection Methods....................................................................................................19
3.6. Sampling and Sample Size.................................................................................................20
3.7. Data Analysis......................................................................................................................20
3.8. Ethical Considerations........................................................................................................21
3.9. Limitations..........................................................................................................................21
3.10. Summary...........................................................................................................................22
Chapter 4: Findings and Discussion..............................................................................................22
4.1. Data Analysis and Findings................................................................................................22
4.2. Discussion...........................................................................................................................65
Chapter 5: Conclusion and Recommendations..............................................................................68
5.1. Conclusion..........................................................................................................................68
5.2. Recommendations...............................................................................................................68
References......................................................................................................................................71
Appendix........................................................................................................................................75
Questionnaire on Effects of Shock Advertising on Consumer Buying Behavior on Distinct
Media Platforms.........................................................................................................................75

5EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
Chapter 1: Introduction
1.1. Research Background
Advertising is considered to be an attempt by the marketers to persuade and inform as
huge number of people regarding product offerings and it is all about delivering controlled
messages to huge target consumer base of companies. The advertisements are launched in
different media channels such as television, billboards and social media sites for persuading them
to buy them (Andrews and Shimp 2017). However, such advertisements can also be employed in
promoting certain ideas in accordance with controversial subjects that is recently affecting the
society in which the company is operating its business. In addition, the brands deliver
information that can persuade audiences to purchase their behavior along with developing
awareness on social concerns such as on politics, health, environmental and social concerns
through implementing “shock advertisement” strategy. This strategy refers to specific features
that are acquitted by such advertisements such as controversial, explicit, disturbing and crass at
the time of delivering brand promotional message. Shock advertisement is also tending among
the marketers in the recent years in order to attain competitive advantages through increasing
consumer awareness to a great extent (Li and Lopez 2015). This type of advertising is observed
to increase increased attention from the audiences and is known into increase brand popularity.
This is for the reasons that shock advertising implements certain strategies in persuade the target
audiences that includes majorly guilty, fear and compassion. In such manner, the combination of
such feelings persuaded by the promotional messages of a brand is anticipated to work well in
increasing brand awareness among target audiences. However, improper development of shock
advertising content can lead the brand to face negative word-of-mouth through offending

6EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
audiences. Shock advertisements if developed creatively can be effective in appealing target
audiences feelings along with increasing retention among them (Li and Lopez 2015).
1.2. Research Problem
Shock advertisement is employed by several marketers in the current competitive business
environment as it is known to generate shock stimuli that influences consumers in a positive
manner. The comprehension of the promotional messages are observed to increase the retention
rate among the viewers and considering same, there are three types of shock advertisement
employed by marketers such as visceral, soul and intellectual shock (Li and Lopez 2015). When
the target audiences watches such shock advertisements in distinct media channels regarding a
particular concern, one among the three levels such as social, environmental and health levels are
deemed to react. Although having such positive advantages of implementing shock advertising
strategies in attaining brand awareness, a rising concern has also been observed regarding the
effectiveness of shock advertisement for several brands. Despite shock advertising being
effective in attracting target audiences attention along with facilitating retention among them,
they can also be viewed by audiences in negative manners that can affect the brand image of a
company. (Li and Lopez 2015) Such type of advertisements launched in different media
platforms can turn out to be offending for the viewers. Such offenses are closely associated with
violating social or religious norms. Such violations of shared expectations in a social group of
rules are considered unacceptable. Marketers are making increased attempts to develop shock
advertisements in a manner that showing certain promotional messages and images do not
violate norms in any manner. They are considering avoiding certain negative influencers such as
obscenity, profanity, religious taboos and sexual references to positively persuade consumers to
be brand aware through shock advertisement.

7EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
1.3. Research Significance
Considering the research problem faced by the marketers, the current research has offered
several research implications in analyzing the most effective ways in which shock advertising
strategies can be employed by the marketers in UK in attaining increased brand awareness
among viewers. The research had significance in analyzing the manners in which such
advertising strategies can be launched in several media channels having high reach such as
television, Face book, Twitter and Instead in attracting audience’s attention and encouraging
them to purchase (Li and Lopez 2015). The research has also revealed the consumer behavior
towards such advertisements launched by marketers on the media channels so that it appeals to
the audience feelings. The findings of the research explains several effective techniques in which
the shock advertisements can act as shock stimuli for the audiences and accordingly the
messages are comprehended along with changing their behavior towards the brand. Shock
advertisements can also serve as an effective promotional tool for the UK marketers in
developing increased awareness within the society and to ensure same the research has
recommended certain considerations that must be taken in account not by the marketers in
decreasing offensive effect of the advertisements on the viewers (Li and Lopez 2015).
1.4. Research Aim and Objectives
The aim of the research is to analyze the effectiveness of shock advertising on different
media platforms that influences buying behavior of consumers. Focused on this aim, the research
objectives those are deemed to be attained through accomplishing the research are indicated
below:
 To analyze the positive and negative impacts of shock advertising strategies

8EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
 To evaluate the shock advertising strategies employed in different media platforms such
as television, Face book, Instagram and Twitter
 To analyze the effect of shock advertising in persuading consumer buying behavior in the
selected media platforms
 To recommend suitable shock advertisement strategies for the marketers of UK in
positively persuading consumer purchase intention
1.5. Research Questions
The research questions those are developed to answer through accomplishment of the current
research are indicated below:
 What are the positive and negative impacts of shock advertising strategies?
 What are the shock advertising strategies employed in different media platforms such as
television, Face book, Instagram and Twitter?
 What is the effect of shock advertising in persuading consumer buying behavior in the
selected media platforms?
 What suitable shock advertisement strategies can be recommended for the marketers of
UK in positively persuading consumer purchase intention?
1.6. Research Hypotheses
The research hypotheses developed to be tested through analyzing the data collected are
indicated below:
 H0: Shock advertisement strategies launched in different media channels have negative
impact on the consumer buying behavior

9EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
 H1: Shock advertisement strategies launched in different media channels have positive
impact on the consumer buying behavior
Chapter 2: Literature Review
2.1. Introduction
Acceding to Ferreira et al. (2017) shock advertisement is broadly implemented in practice
and there has been vast theoretical research regarding the subject. Several previous researches
have argument on the positive and negative impacts of shock advertising on prompting a product
or service Previous researches have suggested that in certain instances where the overall
shocking impression produced by the advertisement campaigns attains increased attention
towards the company’s offerings. Considering such instances observed from the previous
researches on the effects of shock adverting, the literature review section analyzed the existing
researches on the shock advertising theory and the consumer behavior theory that has facilitated
in establishing the effect of such advertising campaigns on the target audiences.
2.2. Concept and Impact of shock Advertising
Deuze (2016) stated that shock advertisement has several definitions and explained such
advertising as the use of intentional, offensive, and controversial along with attention grabbing
promotional campaigns for selling a product or service offering of a company. Deride from such
definition, there are numerous types of shock appeals that can be employed by the marketers for
applying shock brand awareness for the audiences. McIntyre and Sobel (2017) stated that shock
advertising makes use of disgusting use of images containing gore, blood, disease, death or
physical harm, obscenity, indecency, moral offensiveness along with the religious taboos. These
researchers have also explained that there are certain variances that influence the shock

10EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
advertising effectiveness. These are variables such as shock level, norm violation and memory
recall that facilitate a marketer in measuring the effectiveness or ineffectiveness related with an
advertisement. Gijsenberg (2017) indicated that there can be two impacts of shock advertising
negative and positive.
Negative Impacts of Shock Advertising
Hamelin, El Moujahid and Thaichon (2017) stated that at times the audiences ignore the
shocking and scary advertisements and they assume that they are not meant for them. The
marketers anticipate that shock advertisement is like addiction where the advertisers require
increasing the dose of shock for getting noticed by the viewer. Moreover, employing nudity, fear
or certain other strong messages might not always be the most effective method to be employed.
In contrast, Bonanno et al. (2017) have argued that in the short term the organizations might be
successful in gathering increased public attention and successfully compete with the business
rivals but in the long term it might deal with the risk of damaging the consumer base along with
brand reputation. The target audiences those are offended by the shock advertising will not
support a cause or acquire any product from a brand using shock advertising campaigns in media
channels to promote their brand.
Positive Impacts of Shock Advertising
…………………indicated that shirking advertisements are effective in evoking stronger
feelings along the consumers and certain shocking content within the advertisement considerably
increases attention, increases memory along with positively impacting consumer behavior.
Consumers are more likely to recall shocking advertisement content over the advertisement
content which is not that shocking. Such kinds of advertisements generate an increased publicity

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along with debate. In constrict, Ferestad and Thompson (2017) revealed that shock advertising
makes the target audiences aware of certain harmful practices such as social causes or fatal
diseases along with promoting donation to charity along with helping needy individuals.
Considering same, it has been stated that shocking advertisement increase the impact of charities
that relatively have small advertising budget within cultured media surroundings.
2.3. Media Platforms for Advertising
Sabri (2017) elucidated that there are several effective media platforms such as traditional
and online that facilitates social interaction. These media channels facilitate in advertisements to
attain wider reach among the millions of people globally. Popular media platforms such as
television, Face book, Twitter and Instagram include users that have profiles or identities which
displays social and demographic information about them. Such interactions of the marketers
through media channels have offered the advertisers’ wit increased opportunities in infiltrating
and displaying their promotional messages to a wide range of online audiences. Andrews and
Shimp (2017) added that successful advertising within such media platforms are not always
straightforward and devoid of problems. There are several concerns faced by certain type of
advertisements such as shock promotional campaign as it can invade privacy along with being
disturbing for the target audiences. Such consideration must be viewed by the markets to
developing promotional among in positively engaging the consumers. Stautz et al. (2017)
explained that Face book is a media platform that facilitates in retargeting ads and also facilitates
in targeting specific user segments those are likely to be interested within the product offerings.
Success in Facebook advertisements is observed through increased rate of positive word-of-
mouth among target audiences. Additionally, Twitter media platform is also used by the
marketers in increasing consumer engagement and its low cost involvement for increasing

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consumer reach globally. Mullin (2018) stated that Instagram advertising can facilitate
advertisers in developing an engaging community of loyal brand consumers along with posting
innovative video and image content that can attract followers. Additionally, television media
advertising serves as a visual and auditory medium in which the advertisers employ additional
promotional methods for influencing consumer buying behavior. Visuals of advertisements are
highly effective as it plays a vital role in memory recall and increase purchase intention.
2.4. Consumer Buying Behavior Theory
Guhl et al. (2016) explained that the consumer buying behavior includes certain stages
including problem recognition, information search, alternatives evaluation, purchase decision,
purchase and the post purchase evaluation. Considering such steps a consumer goes through
before purchasing a service or product it is understood that certain products or services seen
appealing to the consumers in a situating where they are influenced by any effective advertising
strategies on different media platforms. …………..stated that consumer biting behavior process
starts with need recognition in which they recognize their needs regarding a product and
services. Then the next step is information search where the consumers get influenced by the
advertisements on the media channels where they find certain promotional campaigns
influencing. Then they make the purchase decision after evaluating several alternatives and
based on the most effective advertisements increasing their brand recall and awareness. Klein
(2017) stated that the markers have increased influence on persuading the purchase decision of
consumers though offering them sufficient information regarding company offerings and
attention capturing promotional campaigns on different media. The advertisement that generates
high brand recall and awareness among consumers are likely to be selected by consumers.

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2.5. Impact of Shock Advertising on Different Media platforms
Yang and Zhang (2016) elucidated that there is drastic impact of shock advertisement on
the target audiences within distinct media platforms. Research conducted by these researchers
have also confirmed that shock adverting has a profound impact on the audiences that is deemed
to witness positive results for the brands. Negative pictorial or video depictions on television,
Facebook, Twitter and Instagram based media channels can provoke strong emotions among the
target consumer base including revelation and fear. Hagenbuch (2015) also confirmed that shock
advertisement campaigns on several media platforms are proved to increase awareness among
consumer regarding social issues through which they tend to get associated with a particulate
brand or product. Moreover, innovative advertisements can facilitate in post such messages
across successfully among a wide range of consumers through these media channels because of
their worldwide connectivity. In contrast, Williams (2017) indicated that employing which
advertisement strategies by marketers on these media channels can increase awareness to a
concern with which the consumers are closely connected with. Different media channels used for
launching shock advertising campaigns can generate wide attention for a brand along with
increasing recollection and recognition. Research has also evidenced that shock advertisements
attract increased target audience attention that boosts their memory of a brand. If the target
consumers watch a shock advertisement they tend to remember the content along with the brand
for long duration. Moreover, the shock advertisements influences consumer behavior positively
along with purchasing habits that can increase following the advertisement on the media
channels. Madni, Hamid and Rashid (2016) added that the contents of the shock advertisements
facilitates in increasing reach as controversy spreads like wildfire and the media channels fuels
such awareness. Once the shock advertisement starts to attain increased media reach it is deemed

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to flood the media platforms with impressive force. Launching innovative shock advertisement
campaigns on different social media channels can facilitate in directly marketing to the target
audiences.
2.6. Research Gap
From comparing and contrasting the results gathered in several research studies on the
subject of effectiveness of shock advertising on various media channels, it has been observed
that the very less research exist on evaluating the impact of shock advertising campaigns on
different media platforms such as television, LinkedIn, Instagram, Facebook and Twitter that
impacts consumer buying behavior in UK (Van Heerde and Neslin 2017). Considering such
limitations identified in the previous researches, the current research will focus on addressing
such gap through valuating the effectiveness of shock advertising campaign on some selected
media channels on the UK consumers.
2.7. Conceptual Framework
From analyzing the conceptual framework indicated in the figure below it can be
observed that the shock advertising campaigns on different media channels such as Face book,
Twitter, Television and instead has a positive or negative impact on the brand awareness and
purchase intention of the consumers (Klimin and Tikhonov 2016). From analyzing the
relationship indicated in the conceptual framework below it can be evidenced that shock
advertising generates an increased impact on the brad image and consumer purchases bit such
impact might be negative or positive. Through implementing shocking advertisement increased
consumer attention is gathered from the viewers as such advertisement in different media
channels have evoked strong feelings among the consumers persuaded from the shocking content
within an advisement significantly for positively impacting consumer buying behavior (Shapiro,

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Hitsch and Tuchman 2018). Moreover, it has also been gathered from such relationship
indicated in the conceptual framework that shock advertising serves as an innovative technique
which attempts to attain and increase consumer attention towards the brand with disgust and
mind triggers.
Figure 1: Conceptual Framework
(Source: Lutchyn and Faber 2016)
2.8. Summary
The literature review section analyzed the existing researches on the shock advertising
theory and the consumer behavior theory that has facilitated in establishing the effect of such
Shock
Advertising
Campaigns
• Brand Awareness
• Purchase Intention

16EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
advertising campaigns on the target audiences. It was revealed from the literature review section
that there is drastic impact of shock advertisement on the target audiences within distinct media
platforms. Research conducted by these researchers have also confirmed that shock adverting has
a profound impact on the audiences that is deemed to witness positive results for the brands.
Moreover, research has also evidenced that shock advertisements attract increased target
audience attention that boosts their memory of a brand. If the target consumers watch a shock
advertisement they tend to remember the content along with the brand over a long duration.
Moreover, the shock advertisements influences consumer behavior positively along with
purchasing habits that can increase following the advertisement on the media channels.
Chapter 3: Research Methodology
3.1. Introduction
The research methodology section has facilitated the researcher in identified the distinct
type of approaches, strategies and designs those are needed to be trailed for attaining suitable
results for the research. In addition, the suitability of the attained responses from implementing
appropriate methodology has facilitated the researcher in attaining effective study results. In
addition, recognizing the research approaches do not offer any results for the study (Mahon
2017). Conversely, such identifications have also facilitated the researcher in attaining particular
path that has supported in attaining authenticity and research validity. Moreover, research
methodology facilitated the researcher in gaining better opportunities that increases validity of
results attained by researcher.

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3.2. Research Philosophy
Selecting appropriate research philosophy facilitated the researcher in recognizing the
importance of research through employing effective research paradigm. It also served as set of
characteristics that encompass epistemology, axiology and ontology. The current research
focused on analyzing the effectiveness of shock advertising on different media platforms that
influences buying behavior of consumers (Missaglia et al. 2017). Considering same, the research
considered collecting data from the consumers’ active in the social media platform. As a result,
positivism research philosophy is considered to be most suitable to be implemented in this
research that can facilitate in linking the models and theories explained within the literature
review section in the recent scenario. As the current research follows quantitative research
method, positivism philosophy is deemed to be most suitable in gathering quantitative and
reliable responses from survey participants (Li and Lopez 2015). Moreover, positivism
philosophy is also based on existence of reality through employing scientifically proven
methods. It is also argued that positivism research philosophy supported the researcher in
analyzing the data collected by employing quantitative and qualitative approaches. The
researcher did not implement other research philosophies as they are not relied on scientifically
proven models and theories needed in the research.
3.3. Research Approach
Research approach is considered as most important step for the research in attaining
actual and desired study findings. This also facilitated the researcher in recognizing each step for
conducting desired study conducts (Feng and Xie 2018). Research approach is segmented into
two types such as inductive and deductive. As the recent study focuses on analyzing the
effectiveness of shock advertising on distinct media platforms in persuading consumer buying

18EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
behavior deductive approach is considered suitable in this exploration. This is for the reason that
the researcher has implemented quantitative analysis in attaining suitable study outcomes such
analysis is carried out through analyzing the responses gathered from respondents (Karpinska-
Krakowiak 2015). Moreover, the positivism research philosophy is associated with proper
analysis of quantitative data, deductive study approach facilitated in gathering data with the help
of analyzing previous trends, existing models along with proven facts. For this reason, deductive
research approach is observed to be most suitable in obtaining genuine research results. In
addition, the researcher did not attempt to develop any new theory or model after attaining study
outcomes and the human responses were given high priority so other research approaches were
not implemented.
3.4. Research Design
Research design offered the researcher with increased opportunity of guiding the research
towards attaining a redefined goal aligned with the developed research objectives. Selecting
appropriate research design has also facilitated the researcher in providing reference through
decreasing the targeting results within which the remaining part of overall research is carried out
on predefined goal (Helde 2015). Research design is segmented into three parts including
explanatory, descriptive and exploratory. As the current study is focused on analyzing the
effectiveness of shock advertising on distinct media platforms for enhancing consumer being
behavior it required conducting detailed explanation of factors determining effectiveness of
shock adverting strategies. Considering same, the research implemented descriptive research
design in conducting the overall exploration. Other study designs could not be implemented as
they could not depict the issues and reasons for research problems in an effective manner (Du,
Xu and Wilbur 2017). Moreover, implementing descriptive research design also facilitated in

19EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
exploring and explaining the issues confronting the exploration. It also offered the researcher
with an opportunity to broaden the knowledge and understanding base.
3.5. Data Collection Methods
Data gathered is measured to be an important need to ensure the success of the research
in which the collection of suitable data is relied on the study character along with the required
results to be attained. Considering same, data gathered can be segmented into primary and
secondary data (Kumar 2019). The current research focused on analyzing the effectiveness of
shock advertising on distinct media platforms for enhancing consumer being behavior it required
conducting detailed explanation of factors determining effectiveness of shock adverting
strategies. In this regard, both primary and secondary data was gathered in this study. The
secondary data for thus research was collected from reliable sources such as peer reviewed
journals, books and websites in realizing the special active conditions along with historic
presentation. This facilitated the researcher in analyzing the trend of the recognized research
issue. In addition the research also considered gathering primary data as it is deemed to be more
reliable in compassion to secondary data (Mackey and Gass 2015). The authenticity of the
gathered primary data is ensured as it considers gathering data from human responses.
Questionnaire survey technique was employed in gathering quantitative data from the
primary data collection method. Survey was considered as the suitable option in gathering
quantitative data as it gathered significant data from huge sample size. The questionnaire offered
to the survey participants included both open and close ended questions related with the shock
advertising campaigns on different media platforms such as television, billboards, Face book,
Instagram and Twitter. For the recent research, the questionnaire was developed relied on study
objects in gathering most relevant information from the consumers (Silverman 2016). The

20EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
respondents were also given time duration of one wee to revert on the questionnaire send to them
through personalized e-mails.
3.6. Sampling and Sample Size
Sampling within a research serves as a technique in which the target respondents for
exploration are chosen from the target population. Selecting suitable sampling technique has
facilitated the researcher in selecting most relevant primary data source in gathering important
information that is aligned with aim and objected of the research. In the current study, the simple
random sampling technique has been employed in conducting survey with the selected survey
respondents (Taylor, Bogdan and DeVault 2015). This is for the reason that simple random
sampling method has facilitated the researcher in offering equal opportunities to the respondents
to get selected for the survey. For this reason, quantitative data has been gathered through
employing simple random sampling from a huge sample. It was considered that quantitative data
analysis carried out in this study required huge sample size for obtaining and analyzing responses
gathered. Therefore, 20 consumers active in the social media platform and whose purchase
intentions are persuaded by advertisement strategies of companies was selected for the survey.
3.7. Data Analysis
The data collected from the survey was evaluated through employing numerous suitable
data analysis techniques. In this regard, suitable analytical techniques were important in
gathering reliable and pertinent conclusion. In addition, it also supported the researcher in
sustaining transparency in the interpretation process of the composed data (Flick 2015). The
gathered quantitative data was represented in the form of graphs and tables in simplifying the
gathered data interpretation. In addition, the statistical tool SPSS was employed in transforming

21EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
consumers viewpoints n shock advertising on different media platforms into a percentage in
analyzing the respondents viewpoint trends.
3.8. Ethical Considerations
In the current researcher, the researcher has made sure that suitable code of conduct as
been followed in carrying out tasks in several data collection process. Moreover, the researcher
has also ensured that the study is the sole work of the researcher and is free of any plagiarized
content. In maintaining ethical code of conduct, the secondary data was gathered from variant
reliable sources in ensuring validity of research findings. Moreover, the identity if the survey
respondents were not disclosed for sanctuary causes within which no such business of research
statement was considered from researchers side.
3.9. Limitations
The primary data for this research has been gathered from the consumers’ active in the
social media platform and whose purchase intentions are persuaded by advertisement strategies
of companies. The validity of the data gathered from these respondents might be the major
restraint which generates an obstacle between the research outcomes and research
accomplishment (Alvesson and Sköldberg 2017). In addition, validity regarding the secondary
data gathered from several sources can also contribute to the research limitations as the data
gathered might be gathered from a source that has not updated its information recently. Such
limitations might result in researched to deal with issues related with recommending suitable
advertisement strategies to deal with identified research problems.

22EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
3.10. Summary
From explaining the research methodology in the current research, it has been gathered
that quantitative data analysis carried out in this study required huge sample size for obtaining
and analyzing responses gathered. The research implemented descriptive research design in
conducting the overall exploration. Moreover, as the recent study focuses on analyzing the
effectiveness of shock advertising on distinct media platforms in persuading consumer buying
behavior deductive approach and positivism research hilosophywas considered suitable in this
exploration. The gathered quantitative data was analyzed through employing SPSS statistical tool
and was represented in the form of graphs and tables in simplifying the gathered data
interpretation.
Chapter 4: Findings and Discussion
4.1. Data Analysis and Findings
Descriptive Statistics
Mean Std.
Deviation
N
Shock advertisements on media platforms such as television, Twitter, Face book and
Instagram increases positive association with the brand
4.40 .957 25
The shock advertisement campaigns launched on Facebook influences your buying
behavior
4.12 .881 25
I pay attention to the shock advertising campaigns of my favorite brands in Instagram 4.40 1.080 25
Shock advertising startles and is offensive for its audiences through violating social values
and personal ideals norms
3.36 .860 25
Shock advertisements on the Twitter platform positively influences buying behavior in
increasing brand awareness
4.24 .926 25

23EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
Shock advertisements on television increases moral offensiveness, disturbing images and
religious taboos having negative impact on mind
4.16 1.248 25
The shock advertisement of brands on Facebook increases your memory recall regarding
the brand offerings
4.20 1.155 25
Promotional campaigns following shock advertisement on media platforms triggers
curiosity to know more about the predictor the service offering of a brand
4.08 .997 25
I would prefer purchasing products promoted on the television using shock advertisement
triggers
4.32 .988 25
I would recommend the shock advertisement strategies to be softer and be more
persuasive means of advertising
4.04 1.136 25

24EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
Correlations
Shock
advertisements
on media
platforms such
as television,
Twitter,
Facebook and
Instagram
increases
positive
association
with the brand
The
shock
advertis
ement
campaig
ns
launche
d on
Faceboo
k
influenc
es your
buying
behavior
I pay
attenti
on to
the
shock
adverti
sing
campa
igns of
my
favorit
e
brand
s in
Instag
ram
Shock
adverti
sing
startle
s and
is
offensi
ve for
its
audien
ces
throug
h
violati
ng
social
values
and
perso
nal
ideals
norms
Shock
advertise
ments on
the
Twitter
platform
positively
influence
s buying
behavior
in
increasin
g brand
awarene
ss
Shock
advertise
ments on
television
increases
moral
offensive
ness,
disturbin
g images
and
religious
taboos
having
negative
impact
on mind
The
shock
advertis
ement of
brands
on
Faceboo
k
increase
s your
memory
recall
regardin
g the
brand
offerings
Promoti
onal
campaig
ns
following
shock
advertis
ement
on
media
platform
s
triggers
curiosity
to know
more
about
the
predictor
the
service
offering
of a
brand
I would
prefer
purchasi
ng
products
promote
d on the
televisio
n using
shock
advertis
ement
triggers
I would
recomm
end the
shock
advertise
ment
strategie
s to be
softer
and be
more
persuasi
ve
means
of
advertisi
ng
Shock
advertise
ments on
media
platforms
such as
television
, Twitter,
Faceboo
k and
1.000 .484 .725 .425 .592 .433 .490 .576
.56
4
.368

25EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
Model Summary
Model R R Square Adjusted R
Square
Std. Error of the
Estimate
Change Statistics
R Square
Change
F Change df1
1 .872a .760 .616 .594 .760 5.270 9
Model Summary
Model Change Statistics
df2 Sig. F Change
1 15a .002

26EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
a. Predictors: (Constant), I would recommend the shock advertisement strategies to be softer and be more
persuasive means of advertising, Shock advertisements on television increases moral offensiveness, disturbing
images and religious taboos having negative impact on mind, Promotional campaigns following shock
advertisement on media platforms triggers curiosity to know more about the predictor the service offering of a brand,
I pay attention to the shock advertising campaigns of my favorite brands in Instagram, The shock advertisement
campaigns launched on Facebook influences your buying behavior , I would prefer purchasing products promoted
on the television using shock advertisement triggers, The shock advertisement of brands on Facebook increases
your memory recall regarding the brand offerings, Shock advertisements on the Twitter platform positively
influences buying behavior in increasing brand awareness, Shock advertising startles and is offensive for its
audiences through violating social values and personal ideals norms
ANOVAa
Model Sum of Squares df Mean Square F Sig.
1
Regression 16.714 9 1.857 5.270 .002b
Residual 5.286 15 .352
Total 22.000 24
a. Dependent Variable: Shock advertisements on media platforms such as television, Twitter,
Facebook and Instagram increases positive association with the brand

27EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
b. Predictors: (Constant), I would recommend the shock advertisement strategies to be softer and
be more persuasive means of advertising, Shock advertisements on television increases moral
offensiveness, disturbing images and religious taboos having negative impact on mind,
Promotional campaigns following shock advertisement on media platforms triggers curiosity to
know more about the predictor the service offering of a brand, I pay attention to the shock
advertising campaigns of my favorite brands in Instagram, The shock advertisement campaigns
launched on Facebook influences your buying behavior , I would prefer purchasing products
promoted on the television using shock advertisement triggers, The shock advertisement of brands
on Facebook increases your memory recall regarding the brand offerings, Shock advertisements
on the Twitter platform positively influences buying behavior in increasing brand awareness, Shock
advertising startles and is offensive for its audiences through violating social values and personal
ideals norms
Coefficient Correlationsa

28EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
Mod
el
I would
recomme
nd the
shock
advertise
ment
strategies
to be
softer and
be more
persuasiv
e means
of
advertisin
g
Shock
advertisements
on television
increases moral
offensiveness,
disturbing
images and
religious taboos
having negative
impact on mind
Promotio
nal
campaign
s
following
shock
advertise
ment on
media
platforms
triggers
curiosity
to know
more
about the
predictor
the
service
offering
of a
brand
I pay
attentio
n to the
shock
adverti
sing
campai
gns of
my
favorite
brands
in
Instagr
am
The
shock
advertise
ment
campaign
s
launched
on
Faceboo
k
influence
s your
buying
behavior
I would
prefer
purchasin
g
products
promoted
on the
television
using
shock
advertise
ment
triggers
The
shock
advertise
ment of
brands
on
Faceboo
k
increases
your
memory
recall
regarding
the brand
offerings
Shock
advertise
ments on
the Twitter
platform
positively
influences
buying
behavior
in
increasing
brand
awarenes
s
Shock
adverti
sing
startles
and is
offensi
ve for
its
audien
ces
through
violatin
g social
values
and
person
al
ideals
norms

29EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
1 Correlatio
ns
I would
recommen
d the
shock
advertise
ment
strategies
to be
softer and
be more
persuasiv
e means
of
advertisin
g
1.000 .196 -.054 -.314 -.096 -.046 -.52
8
.256 -.24
0

30EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
Shock
advertise
ments on
television
increases
moral
offensiven
ess,
disturbing
images
and
religious
taboos
having
negative
impact on
mind
.196 1.000 .263 -.230 -.085 .102 -.16
4
-.103 -.86
1

31EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
Promotion
al
campaign
s following
shock
advertise
ment on
media
platforms
triggers
curiosity
to know
more
about the
predictor
the
service
offering of
a brand
-.054 .263 1.000 .059 -.119 -.201
-.01
1
-.373
-.25
7
I pay
attention
to the
shock
advertisin
g
campaign
s of my
favorite
brands in
Instagram
-.314 -.230 .059 1.000 -.208 -.089 .358 -.500 .25
1

32EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
The shock
advertise
ment
campaign
s
launched
on
Facebook
influences
your
buying
behavior
-.096 -.085 -.119 -.208 1.000 -.011
-.15
5
.104
-.14
6
I would
prefer
purchasin
g products
promoted
on the
television
using
shock
advertise
ment
triggers
-.046 .102 -.201 -.089 -.011 1.000 -.29
2
-.240 -.05
8

33EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
The shock
advertise
ment of
brands on
Facebook
increases
your
memory
recall
regarding
the brand
offerings
-.528 -.164 -.011 .358 -.155 -.292
1.00
0
-.424
.23
8
Shock
advertise
ments on
the Twitter
platform
positively
influences
buying
behavior
in
increasing
brand
awarenes
s
.256 -.103 -.373 -.500 .104 -.240 -.42
4
1.000 .00
2

34EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
Shock
advertisin
g startles
and is
offensive
for its
audiences
through
violating
social
values
and
personal
ideals
norms
-.240 -.861 -.257 .251 -.146 -.058 .238 .002
1.0
00
Covarian
ces
I would
recommen
d the
shock
advertise
ment
strategies
to be
softer and
be more
persuasiv
e means
of
advertisin
g
.023 .007 -.001 -.008 -.003 -.001 -.01
5
.010 -.01
2

35EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
Shock
advertise
ments on
television
increases
moral
offensiven
ess,
disturbing
images
and
religious
taboos
having
negative
impact on
mind
.007 .050 .011 -.008 -.003 .004 -.00
7
-.006 -.06
3

36EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
Promotion
al
campaign
s following
shock
advertise
ment on
media
platforms
triggers
curiosity
to know
more
about the
predictor
the
service
offering of
a brand
-.001 .011 .032 .002 -.004 -.007 .000 -.017
-.01
5
I pay
attention
to the
shock
advertisin
g
campaign
s of my
favorite
brands in
Instagram
-.008 -.008 .002 .026 -.006 -.003 .011 -.020 .01
3

37EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
The shock
advertise
ment
campaign
s
launched
on
Facebook
influences
your
buying
behavior
-.003 -.003 -.004 -.006 .032 .000
-.00
5
.005
-.00
9
I would
prefer
purchasin
g products
promoted
on the
television
using
shock
advertise
ment
triggers
-.001 .004 -.007 -.003 .000 .037 -.01
1
-.012 -.00
4

38EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
The shock
advertise
ment of
brands on
Facebook
increases
your
memory
recall
regarding
the brand
offerings
-.015 -.007 .000 .011 -.005 -.011 .036 -.020
.01
5
Shock
advertise
ments on
the Twitter
platform
positively
influences
buying
behavior
in
increasing
brand
awarenes
s
.010 -.006 -.017 -.020 .005 -.012 -.02
0
.065 .00
0

39EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
Shock
advertisin
g startles
and is
offensive
for its
audiences
through
violating
social
values
and
personal
ideals
norms
-.012 -.063 -.015 .013 -.009 -.004 .015 .000
.10
8
a. Dependent Variable: Shock advertisements on media platforms such as television, Twitter, Facebook and
Instagram increases positive association with the brand

40EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS

41EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS

42EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS

43EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS

44EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
4.2. Discussion
The shock advertisement campaigns of different selected media platforms such as Face
book, Twitter, Television and Instagram is intended to have more negative impact in comparison
to have positive impacts. Such result is depicted from the findings of the adapt analysis findings.
The dependent variable that was selected in data analysis was shock adverting campaigns
effectiveness and the independent variables selected were different media platforms such as Face
book, Twitter, Instagram and Television that can increase brand awareness and purchase

45EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
intention among consumers. From analyzing the findings of the correlation and regression
analysis it was gathered that there is an insignificant relationship between the dependent and
independent variables at 0.000% significance level. From analyzing the results depicted in the
model summary that the significance F change is observe to be 0.002 and the acceptable range of
indicating significance among two or more variables is deemed to be at 0.000. Considering the
fact that the value of significance is exceeded fro the desired level between the significant and
insignificant aspects, it indicates that the alternative hypothesis or H1 is rejected and null
hypothesis H0 is accepted. In addition, from analyzing the Annova table findings has been
gathered that the significance value between the dependent and the independent variables is
observed to be 0.002 that is not acceptable as the desirable range of significance is observed to
be 0.000.
From analyzing the coefficients table it has been gathered that the shock advertisement
campaigns launched by brands on Casebook influences consumers negative buying behavior as
its significance value with the dependent variable shock advertising effectiveness is observed to
be 0.957 that indicates insignificance as acceptable significance value is 0.000. On analyzing
consumers’ attention towards which advertising campaigns of their favorite brands on Instagram
it is gathered that its significance value with the dependent variable shock advertising
effectiveness that is 0.002 that indicates insignificance as acceptable significance value is 0.000.
Data analysis revealed that shock advertising is considered offensive for the audiences as it
violates social values and personal ideal norms as the significance value is observed to be 0.386
that indicates insignificance as acceptable significance value is 0.000. Shock advertisements on
the television media increases moral offensiveness, disturbing images along with religious taboos
that has negative impact on mind indicates the significance value with shock advertising

46EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
advertisement effectiveness is observed to be 0.947 that indicates insignificance as acceptable
significance value is 0.000. On analyzing the impact of shock advertisements on the twitter
platform it is gathered that it does not have high positive influence on the consumer buying
behavior and brand awareness. This is for the reason that the relationship between significance
values of this independent variable with the dependent variable is 0.198 that indicates
insignificance as acceptable significance value is 0.000.
The shock advertisements of the brands on Facebook do not widely brand recall
regarding the company offerings. This statement is supported with the data analysis findings
which indicate that the value of this independent variable is 0.153 that indicates insignificant
relationship with the dependent variable as acceptable significance value is 0.000. Moreover the
independent variable of promotional campaigns following shock advertisement on media
platform triggers curiosity to know more regarding the service offerings of the brand is observed
to indicate significance value of 0.137 that indicates insignificance with the dependent variable
as acceptable significance value is 0.000. Moreover the independent variable of consumer
preference on purchasing products promoted on the television employing the shock
advertisement triggers indicates significance of 0.432 in relationship with the dependent variable
that indicates insignificance as acceptable significance value is 0.000. On analyzing the results of
target audiences recommendation to apply shock advertisement strategies to turn out to be more
persuasive means of advertising it has been gathered that it indicates significance value of 0.236
that indicates insignificant with the dependent variable as acceptable significance value is 0.000.

47EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
Chapter 5: Conclusion and Recommendations
5.1. Conclusion
The aim of the research was to analyze the effectiveness of shock advertising on different
media platforms that influences buying behavior of consumers. The literature review analysis
revealed that shock advertisement campaigns on several media platforms are proved to increase
awareness among consumer regarding social issues through which they tend to get associated
with a particular brand or product. The shock advertisement campaigns of different selected
media platforms such as Face book, Twitter, Television and Instagram is intended to have more
negative impact in comparison to have positive impacts. Such result is depicted from the findings
of the adapt analysis findings. The dependent variable that was selected in data analysis was
shock adverting campaigns effectiveness and the independent variables selected were different
media platforms such as Face book, Twitter, Instagram and Television that can increase brand
awareness and purchase intention among consumers. From analyzing the findings of the
correlation and regression analysis it was gathered that there is an insignificant relationship
between the dependent and independent variables at 0.000% significance level. Despite of
observing increased young consumers attraction towards shock advertisements, the marketers of
the UK brands needs to ensure to change elements in sustaining the success of the promotional
campaigns. Shock advertisement can be made more efficient for the marketers as through
maintaining constant interactivity among the consumers and the advertisers.
5.2. Recommendations
Based on the findings gathered from completion of the research, certain effective
recommendations are offered to the marketers of United Kingdom in making efficient use of

48EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
shock advertising strategies for attaining increased consumer reach on different media platforms.
Such recommendations are indicated below:
 Shock adverting strategies must be implemented by the marketers of UK focusing on its
positive effects on memory, attention and behavior indicated by consumers towards a
brand. In developing such strategies and launching it in different media platforms, the
marketers must also consider that shock advertising can also violate societal law and
considering the same careful target audience selection and savvy creative execution is
necessary. Shock advertising strategies employed by the marketers must also expose
certain advantages of perusing a particular product rather than employing shocking
content to be an unrelated attention obtaining publicity stunt. Considering such
recommendations, the brand can employ shock advertisement strategies in standing out
from the crowd and improve the sales of a particular product.
 Shock advertising strategies must be implemented by the marketers of UK in which they
must consider implementing this promotional strategy as a business tool as an artistic
means of expression. Despite of observing increased young consumers attraction towards
shock advertisements, the marketers of the UK brands needs to ensure to change elements
in sustaining the success of the promotional campaigns. Shock advertisement can be
made more efficient for the marketers as through maintaining constant interactivity
among the consumers and the advertisers. Through considering such recommendation,
the marketers will be able to evaluate the shock advertising strategies those are successful
and the ones those are not. Moreover the marketers must also consider not overusing
certain strategies or concepts as the popularity or effect can easily wear off and can
eventually into dislike for the audiences.

49EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
 The marketers of UK are also recommended to select the most suitable among the
controversial and extreme based on the behaviors of the target audiences. In addition,
proper market research regarding the trend of acceptability of the shock advertisements in
the media platforms before designing a marketing strategy. The marketers must also
consider developing these advertisements after taking into account that consumer
perception of the shocking advertisement is affected by certain motivators such as socio-
demographic along with cultural-social factors. Moreover, shock advertisement that
strategies must be developed by the markets in a manner that can bridge the gap between
the disparate audiences along with promoting the inclusion as well as diversity among the
consumers. They must also consider creating advertising that can confront sensitive
button concerns along with arresting images with bold social messaging in a manner.
This can effectively increase consumer attention and ac also increase the public
awareness towards the brand.

50EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
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1.

54EFFECTIVENESS OF SHOCK ADVERTSING ON DIFFERENT MEDIA PLATFORMS
Appendix
Questionnaire on Effects of Shock Advertising on Consumer Buying Behavior on Distinct
Media Platforms
1. Shock advertisements on media platforms such as television, Twitter, Facebook and
Instagram increases positive association with the brand
2. The shock advertisement campaigns launched on Facebook influences your buying
behavior
3. I pay attention to the shock advertising campaigns of my favorite brands in Instagram
4. Shock advertising startles and is offensive for its audiences through violating social
values and personal ideals norms
5. Shock advertisements on the Twitter platform positively influences buying behavior in
increasing brand awareness
6. Shock advertisements on television increases moral offensiveness, disturbing images and
religious taboos having negative impact on mind
7. The shock advertisement of brands on Facebook increases your memory recall regarding
the brand offerings
8. Promotional campaigns following shock advertisement on media platforms triggers
curiosity to know more about the predictor the service offering of a brand
9. I would prefer purchasing products promoted on the television using shock advertisement
triggers
10. I would recommend the shock advertisement strategies to be softer and be more
persuasive means of advertising