An Analysis of Competition and Displacement of Business among Media Forms in the Advertising Media Market of Pakistan
The primary objective of this research is to ascertain the relationship between market shares of traditional and digital media in Pakistan by using the theoretical framework of the media niche theory. In order to achieve this objective, the study has tested different relationships between advertisi...
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| Format: | Article |
| Language: | English |
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Lahore School of Economics
2021-10-01
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| Series: | The Lahore Journal of Business |
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| Online Access: | https://journals.lahoreschool.edu.pk/LJB/LJB/article/view/98 |
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| author | Barira Bakhtawar Faiza Latif Asifa Kamal |
| author_facet | Barira Bakhtawar Faiza Latif Asifa Kamal |
| author_sort | Barira Bakhtawar |
| collection | DOAJ |
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The primary objective of this research is to ascertain the relationship between market shares of traditional and digital media in Pakistan by using the theoretical framework of the media niche theory. In order to achieve this objective, the study has tested different relationships between advertising market shares of media forms through variousstatistical techniques. The researchers have determined the overlaps and variabilities among the advertising market shares of media forms through ANOVA and Tukey’s post hoc. In addition to this, Kendall tau’s correlation has been used in order to analyze the effects of digital media on the advertising market share of traditional media. The simple linear regression method has also been used to find out if a viable relationship exists between media forms and advertising expenditure. The study findings have indicated that media forms are statistically significantly different in spending on advertisements. Tukey’s Post Hoc test reveals that advertising expenditure of radio is significantly different from TV and Print Media, but there is no significant difference between the expenditure of radio and digital media. It is also determined that a significant inverse relationship exists between advertisement spending on digital media and TV, and digital media and radio. However, a significant and positive relationship is found between digital media and print media, but with a very weak value of Kendall tau. Our study implies that traditional media is experiencing a downfall in the advertising media market, primarily due to the widespread advent of digital media in Pakistan.
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| format | Article |
| id | doaj-art-d9171d4597f64e5fa9c3fb7739c52476 |
| institution | DOAJ |
| issn | 2223-0025 2791-3139 |
| language | English |
| publishDate | 2021-10-01 |
| publisher | Lahore School of Economics |
| record_format | Article |
| series | The Lahore Journal of Business |
| spelling | doaj-art-d9171d4597f64e5fa9c3fb7739c524762025-08-20T02:57:29ZengLahore School of EconomicsThe Lahore Journal of Business2223-00252791-31392021-10-01101An Analysis of Competition and Displacement of Business among Media Forms in the Advertising Media Market of PakistanBarira Bakhtawar0Faiza Latif1Asifa Kamal2PhD Scholar, Department of Mass Communication, Lahore College for Women University, Lahore, Pakistan Assistant Professor, Department of Mass Communication, Lahore College for Women University, Lahore, PakistanAssociate Professor, Department of Statistics, Lahore College for Women University, Lahore, Pakistan The primary objective of this research is to ascertain the relationship between market shares of traditional and digital media in Pakistan by using the theoretical framework of the media niche theory. In order to achieve this objective, the study has tested different relationships between advertising market shares of media forms through variousstatistical techniques. The researchers have determined the overlaps and variabilities among the advertising market shares of media forms through ANOVA and Tukey’s post hoc. In addition to this, Kendall tau’s correlation has been used in order to analyze the effects of digital media on the advertising market share of traditional media. The simple linear regression method has also been used to find out if a viable relationship exists between media forms and advertising expenditure. The study findings have indicated that media forms are statistically significantly different in spending on advertisements. Tukey’s Post Hoc test reveals that advertising expenditure of radio is significantly different from TV and Print Media, but there is no significant difference between the expenditure of radio and digital media. It is also determined that a significant inverse relationship exists between advertisement spending on digital media and TV, and digital media and radio. However, a significant and positive relationship is found between digital media and print media, but with a very weak value of Kendall tau. Our study implies that traditional media is experiencing a downfall in the advertising media market, primarily due to the widespread advent of digital media in Pakistan. https://journals.lahoreschool.edu.pk/LJB/LJB/article/view/98Mediadigital mediaadvertisingmarket sharemedia niche theorymedia economics |
| spellingShingle | Barira Bakhtawar Faiza Latif Asifa Kamal An Analysis of Competition and Displacement of Business among Media Forms in the Advertising Media Market of Pakistan The Lahore Journal of Business Media digital media advertising market share media niche theory media economics |
| title | An Analysis of Competition and Displacement of Business among Media Forms in the Advertising Media Market of Pakistan |
| title_full | An Analysis of Competition and Displacement of Business among Media Forms in the Advertising Media Market of Pakistan |
| title_fullStr | An Analysis of Competition and Displacement of Business among Media Forms in the Advertising Media Market of Pakistan |
| title_full_unstemmed | An Analysis of Competition and Displacement of Business among Media Forms in the Advertising Media Market of Pakistan |
| title_short | An Analysis of Competition and Displacement of Business among Media Forms in the Advertising Media Market of Pakistan |
| title_sort | analysis of competition and displacement of business among media forms in the advertising media market of pakistan |
| topic | Media digital media advertising market share media niche theory media economics |
| url | https://journals.lahoreschool.edu.pk/LJB/LJB/article/view/98 |
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