Citation: Bhutto, S., Marvi, H., & Kumar, R. (2022). Advertisement and Word of Mouth Influence on Purchase Behavior. Global Digital & Print Media Review, V(I), 144-153. https://doi.org/10.31703/gdpmr.2022(V-I).14 § Vol. V, No. I (Winter 2022) § Pages: 144 – 153 § p- ISSN: 2788-4988 § e-ISSN: 2788-4945 § URL: http://dx.doi.org/10.31703/gdpmr.2022(V-I).14 § DOI: 10.31703/gdpmr.2022(V-I).14 Sanam Bhutto * | Hina Marvi † | Raj Kumar ‡ Advertisement and Word of Mouth Influence on Purchase Behavior Abstract: This study contributes to our understanding of purchase behaviour in Pakistani society. This study focuses on whether advertising and word-of-mouth affect people's shopping decisions or whether they don't give it much thought at all. The study explores customer involvement in the fashion clothing industry. For many buyers, fashion clothes are a significant and meaningful item. Customers either want to be devoted and tie themselves to a brand they have used in the past, or they don't want to do that. Results confirm that word-of-mouth and advertising both have a significant impact on customers' purchase behaviour. Contents § Introduction § Literature Review § Word of Mouth § Advertising § Problem Statement § Research Methodology § Conclusion § References Key Words: Purchasing behaviour, Advertising, Word-of-mouth Introduction Through newspapers, mass communication's effects are perceived globally., magazines, television, billboards and through social networks. Among all these media advertising is the factor that affects viewers' minds, given that it has a far wider audience (Katke, 2007). Advertising and Word of mouth both are the primary channel for communication tools in between producers and consumers. One of the four pillars of the marketing mix— Marketing is a part of the campaign mix, which also includes the following factors: product, pricing, place, and promotion. A strategy for promotion is * Department of Textile Design, Shaheed Allah Buksh University of Art, Design and Heritages, Jamshoro, Sindh, Pakistan. Email: sanambhutto85@gmail.com (Corresponding Author) † Department of Architecture and Planning, Shaheed Allah Buksh University of Art, Design and Heritages, Jamshoro, Sindh, Pakistan. ‡ Department of Textile Design, Shaheed Allah Buksh University of Art, Design and Heritages, Jamshoro, Sindh, Pakistan. advertising. which plays an important function in generating consumer awareness and influencing their decision to buy. Public relations, sales and promotions, and advertising are a few examples of mass communication strategies employed by marketers. Although television has an impact, mass media advertising and social media have the biggest audience and are the most effective forms of advertising. Advertising has a long-lasting impact on people's attitudes, behaviours, and lifestyles, as well as on national culture. (Latif & Abideen, 2011). Literature Review