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Dr. Syed Hassan Raza
Department of Communication Studies, Bahauddin Zakariya University, Multan, Pakistan

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0 Environmental Communication

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Short Biography

Syed Hassan Raza is a Ph.D. in Communication (Minor: International Advertising & Cross-Cultural Communication) from the School of Multimedia Technology and Communication, Universiti Utara Malaysia. He is an Associate Professor in the Department of Communication Studies, Bahauddin Zakariya University. He does research in Advertising, Marketing communication, Health Communication, Cross-cultural communication, New media, and Journalism. He has published in international Web of Science and Scopus indexed reputed journals.

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Journal article
Published: 07 July 2021 in Vaccines
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The COVID-19 pandemic may have reached a turning point as the World Health Organization and the global community of nations step up plans for mass vaccination campaigns. However, the COVID-19 vaccine-related conspiracy theories (e.g., falsehoods about birth control, women infertility, surveillance, and microchip humanity, etc.) have built new momentum for vaccine hesitancy. To this end, several nations worldwide, including Pakistan, are struggling to boost public trust and enthusiasm to get vaccinated, especially in an anxious and complicated atmosphere propelled by multiple, new and the deadliest variants of COVID-19. To address this critical research gap during these intensifying conditions of vaccine hesitancy, the present study makes the first attempt to explore the potential effects of various communication strategies, including public service message (safety benefits versus fear appraisals), media types (i.e., traditional versus digital), self-efficacy, perceived benefits and threats (susceptibility and severity), on the willingness to get vaccinated for COVID-19. Importantly, the underlying effects of public skepticism (in a moderating role) on these relationships were empirically examined. Using four fictitious COVID-19 immunization campaigns in a series of experiments with 2 (media type: traditional vs. digital) X 2 (service attribute: health and safety benefits vs. fear) message frames (represented as Group one to Group four), the findings identified fear appraisal as the most viable communication strategy in combating vaccine hesitancy. Moreover, public skepticism negatively moderated the effects of media types and public service message attributes on willingness to get vaccinated in relatively high (i.e., Group two), moderate (i.e., Group one and four), and low intensities (i.e., Group three). The pioneering findings of this research offer new strategic insights for the global health authorities and vaccine promoters to proactively address the downward spiral of people’s willingness to take the COVID-19 vaccine.

ACS Style

Qiang Jin; Syed Raza; Muhammad Yousaf; Umer Zaman; Jenny Siang. Can Communication Strategies Combat COVID-19 Vaccine Hesitancy with Trade-Off between Public Service Messages and Public Skepticism? Experimental Evidence from Pakistan. Vaccines 2021, 9, 757 .

AMA Style

Qiang Jin, Syed Raza, Muhammad Yousaf, Umer Zaman, Jenny Siang. Can Communication Strategies Combat COVID-19 Vaccine Hesitancy with Trade-Off between Public Service Messages and Public Skepticism? Experimental Evidence from Pakistan. Vaccines. 2021; 9 (7):757.

Chicago/Turabian Style

Qiang Jin; Syed Raza; Muhammad Yousaf; Umer Zaman; Jenny Siang. 2021. "Can Communication Strategies Combat COVID-19 Vaccine Hesitancy with Trade-Off between Public Service Messages and Public Skepticism? Experimental Evidence from Pakistan." Vaccines 9, no. 7: 757.

Journal article
Published: 15 May 2021 in International Journal of Environmental Research and Public Health
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Owing to the emerging challenges on global food security and the decade of controversies over genetically modified food (hereafter GMF), the present study aims to explore the effects of advertisement framing on health and environmental benefits, sources of perceived risk reduction, and domain-specific knowledge on the acceptance of GMF. The study conducted a quasi-experimental factorial 2 (advertisement message framing: health vs. environmental benefits) × 2 (expert endorsement: present vs. absent) between-subject design involving 300 adult participants from Pakistan. Using a multi-group structural equation model, the four conditions were assigned to each participant group (n = 75) to test the hypothesized relationships. The quasi-experiment results suggested that the advertisement messages (ad-framed) incorporated with the health and environmental benefits, as delineated by experts, can be a viable communication strategy in developing effortless cognitive cues towards GMF acceptance. The pioneer findings validate the significant efficacy of advertisement messages (ad-framed with expert opinions) in reducing perceived risk through augmented objective knowledge that activates the mechanism of favorable development of attitude and acceptance of GMF. The study findings offer strategic directions to policymakers, marketers, and food technologists in raising greater awareness and acceptance towards GMF products.

ACS Style

Syed Raza; Umer Zaman; Paulo Ferreira; Pablo Farías. An Experimental Evidence on Public Acceptance of Genetically Modified Food through Advertisement Framing on Health and Environmental Benefits, Objective Knowledge, and Risk Reduction. International Journal of Environmental Research and Public Health 2021, 18, 5264 .

AMA Style

Syed Raza, Umer Zaman, Paulo Ferreira, Pablo Farías. An Experimental Evidence on Public Acceptance of Genetically Modified Food through Advertisement Framing on Health and Environmental Benefits, Objective Knowledge, and Risk Reduction. International Journal of Environmental Research and Public Health. 2021; 18 (10):5264.

Chicago/Turabian Style

Syed Raza; Umer Zaman; Paulo Ferreira; Pablo Farías. 2021. "An Experimental Evidence on Public Acceptance of Genetically Modified Food through Advertisement Framing on Health and Environmental Benefits, Objective Knowledge, and Risk Reduction." International Journal of Environmental Research and Public Health 18, no. 10: 5264.

Academic paper
Published: 22 March 2021 in Journal of Public Affairs
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Innovation generates significant benefits for business, the economy, and society as a whole. An innovative product brings significant benefits and improved features to the market. This study aims to explore the effect of innovation characteristics on consumer resistance to innovation in the Smartphone industry. The data have been collected from 310 university students in Pakistan. The findings revealed that factors of innovation characteristics (relative advantage, perceived risk, and e‐word of mouth) have significant relationships with consumer resistance to innovation. Consumer innovativeness has shown the moderating effect on the relationships between innovation characteristics and consumer resistance to innovation. Limitations of the study, implications for theory and practice, and future research directions have been discussed.

ACS Style

Mazhar Abbas; Syed Hassan Raza; Basheer M. Al‐Ghazali; Mohammed Abdulrazzaq Alaghbari. Consumer innovativeness, innovation characteristics, and consumer resistance to innovation: A communication perspective from the public sector universities. Journal of Public Affairs 2021, e2668 .

AMA Style

Mazhar Abbas, Syed Hassan Raza, Basheer M. Al‐Ghazali, Mohammed Abdulrazzaq Alaghbari. Consumer innovativeness, innovation characteristics, and consumer resistance to innovation: A communication perspective from the public sector universities. Journal of Public Affairs. 2021; ():e2668.

Chicago/Turabian Style

Mazhar Abbas; Syed Hassan Raza; Basheer M. Al‐Ghazali; Mohammed Abdulrazzaq Alaghbari. 2021. "Consumer innovativeness, innovation characteristics, and consumer resistance to innovation: A communication perspective from the public sector universities." Journal of Public Affairs , no. : e2668.

Journal article
Published: 07 February 2021 in Information
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Digital advertising has been frequently used for the promotion of e-commerce among individuals. However, little is known about the function of cultural factors that can outline the effectiveness of digital advertising practices to alter attitude and consumer behavior toward clothing brands. This research examines how norm-congruent attitudes toward digital advertising (hereafter ADA) may operate as a process variable that mediates the relationship between perception about digital advertising (hereafter PDA) and online purchase intention of fashion brands (hereafter OPI). We propose a gender egalitarianism (hereafter GE)-moderated mediation model whereby ADA mediates the relationships between PDA and OPI in two culturally diverse nations: Malaysia and Pakistan. The model was tested by using 2 (GE appeal: present vs. absent) × 2 (nation: Pakistan vs. Malaysia) × 2 (no exposure to ads/exposure to ads) experimental design with data obtained from a sample of 260. Findings show that there is a significant difference in the relationship between PDA and OPI that is mediated by the attitude in both nations. However, the mediation implication of the attitude is significantly dependent on the interaction of the GE. In this way, the study provides some practical recommendations for the marketers by highlighting the salient advertising features that may be more useful in both nations.

ACS Style

Syed Raza; Umer Zaman. Effect of Cultural Distinctiveness and Perception of Digital Advertising Appeals on Online Purchase Intention of Clothing Brands: Moderation of Gender Egalitarianism. Information 2021, 12, 72 .

AMA Style

Syed Raza, Umer Zaman. Effect of Cultural Distinctiveness and Perception of Digital Advertising Appeals on Online Purchase Intention of Clothing Brands: Moderation of Gender Egalitarianism. Information. 2021; 12 (2):72.

Chicago/Turabian Style

Syed Raza; Umer Zaman. 2021. "Effect of Cultural Distinctiveness and Perception of Digital Advertising Appeals on Online Purchase Intention of Clothing Brands: Moderation of Gender Egalitarianism." Information 12, no. 2: 72.

Journal article
Published: 18 January 2021 in International Journal of Environmental Research and Public Health
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Plastic waste management has become a serious environmental and health concern owing to large amounts of plastic deposits globally. Recently, innovative and sustainable solutions have been introduced (e.g., bio-nanomaterial plastics) to overcome the growing environmental threats. Hence, green marketers need to develop effective advertising campaigns to enhance the usage of bio-nanomaterial plastics. Past literature has suggested that cultural value-laden advertising appeals can give sustainable behavioral cues to consumers. Hence, this research unfolds the underlying cultural dimensions between the value-laden eco-friendly advertising appeals and intention to use bio-nanomaterial plastics (henceforth IBP). The present study proposes a moderating model in which two dimensions presented in the Global Leadership and Organizational Behavior Effectiveness (henceforth GLOBE) framework interact with the individuals’ perception of eco-friendly advertising appeals (henceforth IPEA) to drive bio-nanomaterial plastics usage. The model was tested by conducting an experimental study on a sample of 364 Pakistani consumers. Findings of structural equation modeling show a significant difference in the relationship between IPEA and IBP, which is moderated by the performance orientation (henceforth PO) and institutional collectivism (henceforth IC) dimensions with diverse intensity. These findings validate the effectiveness of PO and IC (as cultural dimensions) and eco-friendly advertisements that can potentially promote the consumption of bio-nanomaterials plastic.

ACS Style

Syed Raza; Umer Zaman; Moneeba Iftikhar; Owais Shafique. An Experimental Evidence on Eco-Friendly Advertisement Appeals and Intention to Use Bio-Nanomaterial Plastics: Institutional Collectivism and Performance Orientation as Moderators. International Journal of Environmental Research and Public Health 2021, 18, 791 .

AMA Style

Syed Raza, Umer Zaman, Moneeba Iftikhar, Owais Shafique. An Experimental Evidence on Eco-Friendly Advertisement Appeals and Intention to Use Bio-Nanomaterial Plastics: Institutional Collectivism and Performance Orientation as Moderators. International Journal of Environmental Research and Public Health. 2021; 18 (2):791.

Chicago/Turabian Style

Syed Raza; Umer Zaman; Moneeba Iftikhar; Owais Shafique. 2021. "An Experimental Evidence on Eco-Friendly Advertisement Appeals and Intention to Use Bio-Nanomaterial Plastics: Institutional Collectivism and Performance Orientation as Moderators." International Journal of Environmental Research and Public Health 18, no. 2: 791.

Journal article
Published: 16 January 2021 in Information
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There is a long-standing debate about the effects of media-generated stereotypes on receivers’ trust and attitude. However, there is insufficient consensus about their influence on the media receiver’s ecological perspective in determining their extent of trust and attitudes. Drawing an analogy from Differential Susceptibility to Media Effect Model (hereafter DSMM) notion that media effects are conditional and are contingent on differential-susceptibility, this study examines the influence of dispositional and social susceptibility to media. To do so, the study validates the influence of media user’s gender (dispositional susceptibility) and ethnicity (social susceptibility) in determining the outcomes of media-generated stereotypes, media trust (MT), and attitude towards media organization (AO). The survey method has been employed to collect data through a self-administered questionnaire from 1061 university students in public sector institutions in Pakistan. The results provide empirical evidence that media-generated stereotypes are a substantially negative predictor of media trust and attitudes towards the media organization. The results also validate that the influence of the stereotyping manifested by the receiver’s ecological perspective such as ethnicity and gender are crucial determinants of the receiver’s trust and attitudes. Managerially, the study urges that journalistic practices must be more ethnoculturally inclusive, to cope with the contemporary media landscape.

ACS Style

Syed Hassan Raza; Umer Zaman; Moneeba Iftikhar. Examining the Effects of Media-Generated Stereotypes on Receivers’ Trust and Attitude in Pakistan. Moderating Influence of Ethnicity and Gender. Information 2021, 12, 35 .

AMA Style

Syed Hassan Raza, Umer Zaman, Moneeba Iftikhar. Examining the Effects of Media-Generated Stereotypes on Receivers’ Trust and Attitude in Pakistan. Moderating Influence of Ethnicity and Gender. Information. 2021; 12 (1):35.

Chicago/Turabian Style

Syed Hassan Raza; Umer Zaman; Moneeba Iftikhar. 2021. "Examining the Effects of Media-Generated Stereotypes on Receivers’ Trust and Attitude in Pakistan. Moderating Influence of Ethnicity and Gender." Information 12, no. 1: 35.

Research article
Published: 15 October 2020 in Journal of Creative Communications
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This study seeks to explain how political participation is influenced by cultural values manifested in political advertising. In this regard, this study proposes a model that encompasses the concepts of Schwartz’ basic human values in which self-transcendence and conservation interact with three political values manifested in advertisements, namely law and order, civil liberties and patriotism, to determine political participation. Analyses were performed on a random sample of 834 Pakistanis collected through a survey. Structural equation modelling (SEM) techniques were employed, and analysis of moment structures (AMOS) was used to determine political participation. The findings of this study revealed that self-transcendence and conservation, albeit varied intensity, interact with political values manifested in advertisements. The findings also provide theoretical and managerial implications, which are discussed in greater detail in this article.

ACS Style

Syed Hassan Raza; Adamu Abbas Adamu; Emenyeonu C. Ogadimma; Amna Hasnain. The Influences of Political Values Manifested in Advertisements on Political Participation: Moderating Roles of Self-transcendence and Conservation. Journal of Creative Communications 2020, 15, 318 -341.

AMA Style

Syed Hassan Raza, Adamu Abbas Adamu, Emenyeonu C. Ogadimma, Amna Hasnain. The Influences of Political Values Manifested in Advertisements on Political Participation: Moderating Roles of Self-transcendence and Conservation. Journal of Creative Communications. 2020; 15 (3):318-341.

Chicago/Turabian Style

Syed Hassan Raza; Adamu Abbas Adamu; Emenyeonu C. Ogadimma; Amna Hasnain. 2020. "The Influences of Political Values Manifested in Advertisements on Political Participation: Moderating Roles of Self-transcendence and Conservation." Journal of Creative Communications 15, no. 3: 318-341.

Research article
Published: 01 April 2020 in SAGE Open
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The study examines the role of a health-related promotional campaign launched in Pakistan in the context of advertising campaign to improve precautionary behavior toward dengue virus (PBDV). The focus of this study is to investigate the mediation of individual’s attention, information surveillance, elaboration, and also the moderation of demographic features (e.g., gender, educational level, and dengue affected survival) in the relationship between the exposure of dengue-related public service announcements (DPSA) and PBDV. Telephonic interview technique was used to establish a representative sample ( N = 1,251) from Punjab (dengue-affected province of Pakistan) using a computer-assisted telephone survey software. The outcomes clarify the application of cognitive mediation model in the context of health communication. The findings revealed that individual’s attention and information surveillance have considerable mediating effects on PBDV and DPSA relationship. Surprisingly, however, there is no indirect effect of elaboration on PBDV. The findings provide practical recommendations to public organizations while designing health communication strategies.

ACS Style

Syed Hassan Raza; Moneeba Iftikhar; Bahtiar Mohamad; Nilüfer Pembecioğlu; Mohsin Altaf. Precautionary Behavior Toward Dengue Virus Through Public Service Advertisement: Mediation of the Individual’s Attention, Information Surveillance, and Elaboration. SAGE Open 2020, 10, 1 .

AMA Style

Syed Hassan Raza, Moneeba Iftikhar, Bahtiar Mohamad, Nilüfer Pembecioğlu, Mohsin Altaf. Precautionary Behavior Toward Dengue Virus Through Public Service Advertisement: Mediation of the Individual’s Attention, Information Surveillance, and Elaboration. SAGE Open. 2020; 10 (2):1.

Chicago/Turabian Style

Syed Hassan Raza; Moneeba Iftikhar; Bahtiar Mohamad; Nilüfer Pembecioğlu; Mohsin Altaf. 2020. "Precautionary Behavior Toward Dengue Virus Through Public Service Advertisement: Mediation of the Individual’s Attention, Information Surveillance, and Elaboration." SAGE Open 10, no. 2: 1.

Journal article
Published: 30 March 2020 in Global Mass Communication Review
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The study bridges the research gap concerning the direct relation of policymaking (PM) and policy-based attitude (PBA), later by investigating the moderation of superior-subordinate communication (SSC) in their relationship by advancing the LMX theory. Using the demonstrative sample (n=253) collected from the in-service bureaucrats of Punjab, data were analyzed by using (SEM) Structural Equation Modeling approach on AMOS 22.0. The findings demonstrate that a positive relationship existed between policymaking and policy-based attitude. Meanwhile, SSC moderates the policymaking and policy-based attitude positively. It also suggests some recommendations for improving the policymaking by ensuring the availability of SSC channels among the bureaucracy of Punjab.

ACS Style

Syed Hassan Raza; Tahir Mahmood; Moneeba Iftikhar. Moderation of Superior-Subordinate Communication: Relationship between Policy-Making and Policy based Attitude towards Implementation. Global Mass Communication Review 2020, V, 15 -29.

AMA Style

Syed Hassan Raza, Tahir Mahmood, Moneeba Iftikhar. Moderation of Superior-Subordinate Communication: Relationship between Policy-Making and Policy based Attitude towards Implementation. Global Mass Communication Review. 2020; V (I):15-29.

Chicago/Turabian Style

Syed Hassan Raza; Tahir Mahmood; Moneeba Iftikhar. 2020. "Moderation of Superior-Subordinate Communication: Relationship between Policy-Making and Policy based Attitude towards Implementation." Global Mass Communication Review V, no. I: 15-29.

Journal article
Published: 01 January 2020 in South Asian Journal of Management Sciences
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South Asian Journal of Management Sciences (SAJMS) is a blind peer refereed journal published bi-annually by Iqra University. The journal recognizes growing involvement of regional issues in management sciences within the larger context of globalization and international arena.

ACS Style

Amna Hasnain; Syed Hassan Raza; Usama Shahzad Qureshi. The Impact of Personal and Cultural Factors on Green Buying Intentions with Mediating Roles of Environmental Attitude and Eco-Labels as Well as Gender as a Moderator. South Asian Journal of Management Sciences 2020, 14, 1 -27.

AMA Style

Amna Hasnain, Syed Hassan Raza, Usama Shahzad Qureshi. The Impact of Personal and Cultural Factors on Green Buying Intentions with Mediating Roles of Environmental Attitude and Eco-Labels as Well as Gender as a Moderator. South Asian Journal of Management Sciences. 2020; 14 (1):1-27.

Chicago/Turabian Style

Amna Hasnain; Syed Hassan Raza; Usama Shahzad Qureshi. 2020. "The Impact of Personal and Cultural Factors on Green Buying Intentions with Mediating Roles of Environmental Attitude and Eco-Labels as Well as Gender as a Moderator." South Asian Journal of Management Sciences 14, no. 1: 1-27.

Journal article
Published: 02 June 2019 in Jurnal The Messenger
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The purpose of this study is to examine the factors which influence of the consumer’s Attitudes Towards Web Advertisement (ATWA). Drawing conceptual framework from Elaboration Likelihood Model (ELM), the influence of the six independent variables have been analyzed in this study, including informativeness, entertainment, credibility, economic value, interactivity, and materialism. The data has been obtained from 384 Honda users by using online questionnaires. Results of multiple regression analysis have revealed that all six factors influenced the attitude towards Honda web advertising. However, it has been revealed that the informativeness is a most important predictor of the ATWA. This study has shown that Elaboration Likelihood Model is interrelated with the determinants of consumer's attitudes towards Honda web advertisement and offered managerial implication.

ACS Style

Nur Syuhada Rahimi; Bahtiar Mohamad; Talhat Alhaiou; Syed Hassan Raza. Determinants of Attitudes Towards Web Advertising: An Evidence from Malaysia. Jurnal The Messenger 2019, 11, 81 -93.

AMA Style

Nur Syuhada Rahimi, Bahtiar Mohamad, Talhat Alhaiou, Syed Hassan Raza. Determinants of Attitudes Towards Web Advertising: An Evidence from Malaysia. Jurnal The Messenger. 2019; 11 (1A):81-93.

Chicago/Turabian Style

Nur Syuhada Rahimi; Bahtiar Mohamad; Talhat Alhaiou; Syed Hassan Raza. 2019. "Determinants of Attitudes Towards Web Advertising: An Evidence from Malaysia." Jurnal The Messenger 11, no. 1A: 81-93.

Journal article
Published: 17 May 2019 in Journal of Islamic Marketing
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Purpose This study aims to examine the effects of the advertising appeals (AP) on consumers’ behavioural intention, specifically to use global brands. In addition, the study investigates how attitude operates as a process variable that mediates the relationship between AP and behavioural intention (BI). This paper also explores the congruity of individuals’ norms in advertising appeal–intention relationship. Centred on the theory of planned behaviour, this study proposes a model that encompasses norm congruence, in which the degree of individuals’ uncertainty avoidance (UA) moderates the relationship between advertising appeal (AP) and behavioural intention (BI), and attitude towards advertising appeal (AT) serve as key causal mechanism that mediates advertising appeal–behaviour relationship. Design/methodology/approach The proposed model was tested using a 2 × 2 experimental design with a sample size of 372. Findings Results showed that the relationship between AP and BI based on global brands is significantly mediated by attitude towards AP and moderated by uncertainty avoidance. These findings have yielded partial validation of the proposed model and have provided empirical support for the roles of uncertainty avoidance and attitude towards AP. Practical implications The authors propose that marketers should reduce the level of consumers’ uncertainty. Uncertainty avoidance effects can be achieved through the dissemination of norm-congruent advertisement appeals and by placing more weight on social compatibility attributes which may gratify consumers’ interest, sebsequently enhance the intention of Muslim consumers to use global brands. Originality/value A moderator is a variable that affects the strength of the relation between the predictor and criterion variable. This paper also explores the congruity of individuals’ norms in advertising appeal–intention relationship. Previous studies did not capture any effects of culturally congruent advertising appeals by considering the level of uncertainty avoidance influence on individuals’ intention to use global brands in a Muslim country context. In response to the recent calls for research to re-examine the antecedents of the theory of planned behaviour, this study re-evaluates the roles of attitude towards AP and the interaction of cultural norms.

ACS Style

Syed Hassan Raza; Hassan Abu Bakar; Bahtiar Mohamad. The effects of advertising appeals on consumers’ behavioural intention towards global brands. Journal of Islamic Marketing 2019, 11, 440 -460.

AMA Style

Syed Hassan Raza, Hassan Abu Bakar, Bahtiar Mohamad. The effects of advertising appeals on consumers’ behavioural intention towards global brands. Journal of Islamic Marketing. 2019; 11 (2):440-460.

Chicago/Turabian Style

Syed Hassan Raza; Hassan Abu Bakar; Bahtiar Mohamad. 2019. "The effects of advertising appeals on consumers’ behavioural intention towards global brands." Journal of Islamic Marketing 11, no. 2: 440-460.

Journal article
Published: 30 March 2019 in 2021, VOL. 36, NO. 2
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The ongoing development of gender stereotype news research calls for developing an instrument to tap into the ethnicity context. This study analyzes the gender stereotype news in the context of the ethnicity to develop and validate the scale. The deductive method of item generation has been employed in the study. In total three studies were conducted. The first study is based on the 12 experts’ ratings of the items for the content and constructs validity. A survey of (N = 227) was conducted in January to February 2017 for the second study for the scale construction and inter-item consistency, reliability and factor analysis were analyzed. For the third study, a survey of (N = 222) was conducted for the scale validation and convergent and criterion-related validity were analyzed. Based on the findings of experts all 14 items were retained, however, one item was deleted in the result of the factor analysis. To analyze convergent validity, we used the accurate depiction of facts (AF) as a predictor of gender stereotype news. While the one possible outcome of media believability (MB), was used to measure criterion-related validity. The findings suggest proposing the final 13-item scale of the gender stereotype news in the context of ethnicity (GSN).

ACS Style

Syed Hassan Raza; Lubna Zaheer; Moneeba Iftikhar. Gender Stereotype News in Context of the Ethnicity: Scale Development and Validation. 2021, VOL. 36, NO. 2 2019, 34, 79 -100.

AMA Style

Syed Hassan Raza, Lubna Zaheer, Moneeba Iftikhar. Gender Stereotype News in Context of the Ethnicity: Scale Development and Validation. 2021, VOL. 36, NO. 2. 2019; 34 (1):79-100.

Chicago/Turabian Style

Syed Hassan Raza; Lubna Zaheer; Moneeba Iftikhar. 2019. "Gender Stereotype News in Context of the Ethnicity: Scale Development and Validation." 2021, VOL. 36, NO. 2 34, no. 1: 79-100.

Journal article
Published: 30 September 2018 in Global Social Sciences Review
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Recently, the Ministry of Health Pakistan decreed that disclosures of anti- smoking messages placement in the movies should be used whereby fear based cognitive anti-smoking message is shown. Consistent with the Elaboration Likelihood Model (ELM) assumption that persuasion messages likely influence the attitude of the relatively unmotivated individuals. This study is the first which tests and compare the ability of anti-smoking persuasion messages presented in the Direct Anti-smoking public service Advertisements (DAA) and Anti-smoking messages Placement Disclosures in movies (APD) in determining viewer’s Attitude to Quit Smoking (AQS). Hence, this attempt overcomes deficient understanding about the effects of disclosing anti-smoking advertisement placement. In a between-subject experiment (N = 120), we measure the smokers’ attitudes in the result of the direct anti-smoking advertisements along with the APDs in movies. Results of the experiment show that attitude to quit smoking becomes stronger when a direct anti-smoking advertisement and anti-smoking disclosure is shown. However, analyses based on Partial Least Squares Path Modeling (PLS-PM) on Advanced Analysis for Composites (ADANCO) 2.0.1 (a new software for variance-based SEM) attitude to quit smoking is significantly higher when the anti-smoking message disclosure is shown during the movie scenes. These results have significant implications for persuasion theories and public policy about anti-smoking campaigns.

ACS Style

Syed Hassan Raza; Anjum Zia; Moneeba Iftikhar. Interplay of Direct Anti-Smoking Public Service Advertisements and Anti-Smoking Messages Placement Disclosures in Movies with Attitude to Quit Smoking. Global Social Sciences Review 2018, III, 332 -353.

AMA Style

Syed Hassan Raza, Anjum Zia, Moneeba Iftikhar. Interplay of Direct Anti-Smoking Public Service Advertisements and Anti-Smoking Messages Placement Disclosures in Movies with Attitude to Quit Smoking. Global Social Sciences Review. 2018; III (III):332-353.

Chicago/Turabian Style

Syed Hassan Raza; Anjum Zia; Moneeba Iftikhar. 2018. "Interplay of Direct Anti-Smoking Public Service Advertisements and Anti-Smoking Messages Placement Disclosures in Movies with Attitude to Quit Smoking." Global Social Sciences Review III, no. III: 332-353.

Journal article
Published: 20 January 2018 in Journal of Business & Retail Management Research
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The Journal of Business and Retail Management Research

ACS Style

Syed Hassan Raza; Hassan Abu Bakar; Bahtiar Mohamad. Relationships between the advertising appeal and behavioral intention: The mediating role of the attitude towards advertising appeal and moderating role of cultural norm. Journal of Business & Retail Management Research 2018, 12, 1 .

AMA Style

Syed Hassan Raza, Hassan Abu Bakar, Bahtiar Mohamad. Relationships between the advertising appeal and behavioral intention: The mediating role of the attitude towards advertising appeal and moderating role of cultural norm. Journal of Business & Retail Management Research. 2018; 12 (2):1.

Chicago/Turabian Style

Syed Hassan Raza; Hassan Abu Bakar; Bahtiar Mohamad. 2018. "Relationships between the advertising appeal and behavioral intention: The mediating role of the attitude towards advertising appeal and moderating role of cultural norm." Journal of Business & Retail Management Research 12, no. 2: 1.

Journal article
Published: 19 January 2018 in Cultural China in Discursive Transformation
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The ongoing development of the strategic communication research in the area of the advertising calls for the development and validation of the measurement instruments that can address the indulgence of the advertising appeals in a specific cultural context. Therefore, the present study examines and validate advertising appeals by considering the norms based on the GLOBE nine cultural dimensions in Malaysian context. The analysis involved data from 10 advertising expert for content validation, followed by 10 advertising expert rating and ranking of the scale of its relevance and clarity to assess the item-level content validation. The results provided to support the impact of cultural norms are substantial for Malaysian advertising, which are identified from content validation procedure.

ACS Style

Syed Hassan Raza; Hassan Abu Bakar; Bahtiar Mohamad. Advertising appeals and Malaysian culture norms. Cultural China in Discursive Transformation 2018, 28, 61 -82.

AMA Style

Syed Hassan Raza, Hassan Abu Bakar, Bahtiar Mohamad. Advertising appeals and Malaysian culture norms. Cultural China in Discursive Transformation. 2018; 28 (1):61-82.

Chicago/Turabian Style

Syed Hassan Raza; Hassan Abu Bakar; Bahtiar Mohamad. 2018. "Advertising appeals and Malaysian culture norms." Cultural China in Discursive Transformation 28, no. 1: 61-82.

Journal article
Published: 01 January 2018 in South Asian Journal of Management Sciences
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SAJMS -South Asian Journal Of Management Science

ACS Style

Syed Hassan Raza; Amna Hasnain; Sanan Waheed Khan. Cross-Cultural Evaluation of the Mediation of Attitudes in Relationship of Cultural Values and Behavioral Reactions toward Web Based Advertising. South Asian Journal of Management Sciences 2018, 12, 1 -24.

AMA Style

Syed Hassan Raza, Amna Hasnain, Sanan Waheed Khan. Cross-Cultural Evaluation of the Mediation of Attitudes in Relationship of Cultural Values and Behavioral Reactions toward Web Based Advertising. South Asian Journal of Management Sciences. 2018; 12 (1):1-24.

Chicago/Turabian Style

Syed Hassan Raza; Amna Hasnain; Sanan Waheed Khan. 2018. "Cross-Cultural Evaluation of the Mediation of Attitudes in Relationship of Cultural Values and Behavioral Reactions toward Web Based Advertising." South Asian Journal of Management Sciences 12, no. 1: 1-24.

Journal article
Published: 12 February 2017 in VFAST Transactions on Education and Social Sciences
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Analysis of the media coverage on the attack incidence on Malala (Nobel peace prize winner) benefits to comprehend the notions that how media outline the opinions and viewpoints. Media outlets play a dynamic role on how the people perceives several issues highlighted in the news. The media organizes the varied framing of realism of issues of the public interest and vice versa. The study objectives to find out that how the leading print media in Pakistan have covered Malala issue and classify the variances amongst the two leading newspapers based on several categories. Two Urdu newspapers (Jang and Nawa-e-Waqt) of Pakistan were selected for this study based on their high circulation and trustworthiness amongst the readers. The print newspapers published in the months of October and November 2012 were examined to find the framing of Malala issue. The study reveals that the favorable (56%), unfavorable (16%) and neutral (27%) frames found in the newspaper Jang and favorable (46%), unfavorable (47%) and neutral (7%) found in Nawa-e-Waqt. It is also observed that favorable Malala issue related news stories were disseminated more in Jang.

ACS Style

Syed Hassan Raza; Waqar Khan Kaharal; Muhammad Ahsan Bhatti. Attack on Malala: Framing of the Incident in the Print Media. VFAST Transactions on Education and Social Sciences 2017, 12, 1 .

AMA Style

Syed Hassan Raza, Waqar Khan Kaharal, Muhammad Ahsan Bhatti. Attack on Malala: Framing of the Incident in the Print Media. VFAST Transactions on Education and Social Sciences. 2017; 12 (1):1.

Chicago/Turabian Style

Syed Hassan Raza; Waqar Khan Kaharal; Muhammad Ahsan Bhatti. 2017. "Attack on Malala: Framing of the Incident in the Print Media." VFAST Transactions on Education and Social Sciences 12, no. 1: 1.

Journal article
Published: 02 February 2017 in SHS Web of Conferences
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The link between the advertising appeal, attitude and behavioral intention is dynamic in nature, however, little research has been pursued towards explaining the mediating role of attitude towards the advertising in link of the advertising appeal with the behavioral intention. Researchers have identified the importance of the attitude in the connection of the advertising appeal within the framework of the (TPB) which remains unaddressed in the explicating the mediation of the attitude in relationship of advertising appeal and behavioral intention. This paper aims to provide insight of the attitude towards the advertising as the mediating factor in explaining the relationship between the advertising appeal and behavioral intention. In addition, this paper is only a theoretical exploration, it is expected that this work lead towards an explanation of the mediating role of the attitude to address the relation of advertising appeal and intention which may be studied further to determine the empirical finding about the other dynamic of the (TPB).

ACS Style

Syed Hassan Raza; Hassan Abu Bakar; Bahtiar Mohamad. Relationships between the Advertising Appeal and Behavioral Intention: The Mediating role of the Attitude towards Advertising Appeal. SHS Web of Conferences 2017, 33, 00022 .

AMA Style

Syed Hassan Raza, Hassan Abu Bakar, Bahtiar Mohamad. Relationships between the Advertising Appeal and Behavioral Intention: The Mediating role of the Attitude towards Advertising Appeal. SHS Web of Conferences. 2017; 33 ():00022.

Chicago/Turabian Style

Syed Hassan Raza; Hassan Abu Bakar; Bahtiar Mohamad. 2017. "Relationships between the Advertising Appeal and Behavioral Intention: The Mediating role of the Attitude towards Advertising Appeal." SHS Web of Conferences 33, no. : 00022.

Preprint
Published: 29 August 2016
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Cartoons in the era of digital media are among the most prevalent medium of entertainment for the children, parents also encourage them to view such contents to engage the children which make an area need to be explained exhaustively by adopting new approaches. There are lot of studies in the past conducted to explain the impacts of the cartoons on the children however, it is remarkable fact that there is lack of the studies in the literature which directly address the observation about the above mentioned impacts in view of the teacher’s. This study deals with the educational, emotional, behavioral and Religious etc. impacts of cartoons on kids in view of teachers of the primary schools as they are considered as the one who can observer these impacts in a profound way. of the of Multan. Different areas of impacts have been analyzed in this study by using survey technique and analysis is conducted and presented in the teacher’s views in this study to examine what they feel that how cartoons are effecting the personalities of the children.

ACS Style

Syed Hassan Raza; Sarfraz Gondal; Sajid Mehmood Awan. What Are Your Children Watching? Teacher’s Evaluation of the Educational, Emotional, Behavioral, Psychological, Physical & Religious impacts of Cartoons on the School Going Children. 2016, 1 .

AMA Style

Syed Hassan Raza, Sarfraz Gondal, Sajid Mehmood Awan. What Are Your Children Watching? Teacher’s Evaluation of the Educational, Emotional, Behavioral, Psychological, Physical & Religious impacts of Cartoons on the School Going Children. . 2016; ():1.

Chicago/Turabian Style

Syed Hassan Raza; Sarfraz Gondal; Sajid Mehmood Awan. 2016. "What Are Your Children Watching? Teacher’s Evaluation of the Educational, Emotional, Behavioral, Psychological, Physical & Religious impacts of Cartoons on the School Going Children." , no. : 1.