Ba has been in impressive form, notching up 16 goals in his first season on Tyneside, but a £7 million release clause in his contract means transfer speculation is rife.
Pardew told The Telegraph: “I think Demba’s made it quite clear that he loves it here.
“I think that’s a big part of Demba. I think if you know Demba you know that he is an emotional person. It isn’t all about money for him.”
The Toon boss believes the club’s fans can play on this emotional side, and he has sent a message to the supporters.
“I think the fans can play a big part in keeping him. If I had a message I would say it would be nice for them to show him they want him to stay.”
Last weekend Newcastle were undone at home to Norwich, but Pardew has been gratified to see an improvement this week.
“I see on the training ground this week a new buoyancy among us and I do think we’ll play better on Sunday than we did against Norwich. I’m convinced of that.”
The Magpies take on West Bromwich Albion in a 16:00 BST kick-off on Sunday at The Hawthorns.