Decoding Advertisement: Unpacking the Influence of Different Type of Advertisement on Consumer Emotion and Purchase Intention

Each consumer has a unique approach to viewing advertisements, and their responses can be unpredictable [42]. Grounded with Social Information Processing Theory (SIPT), this study seeks to elucidate the impact of different compositions of an advertisement value in two types of different advertisements (‘SV1-dynamic ads’ and ‘SV2-neutral ads’) in influencing the consumer emotion and consumer purchase intention. By using quantitative-experimental design with 437 working adults from the Klang Valley region, the relationships between advertisement value dimensions (influencer personality, entertainment value, and informativeness), consumer emotions, and consumer purchase intentions were analyzed. Interestingly, the findings indicate that the influencer personality and entertainment value in both stimuli videos do not significantly influence consumer emotions or purchase intentions. Despite these complexities, the study found that informativeness has a significant influence on consumer emotion but not consumer purchase intention. This suggests that different advertisement styles can elicit varied outcomes in consumer information processing and subsequent behaviors. This study makes significant contributions to both academic literature and practical industries by enlightening the impact of diverse advertisement presentation styles on consumer emotion and behavior. Future research should replicate this study to investigate different types of influencers, such as regular or rising influencers. Besides, this study recommends that qualitative researchers further investigate how marketers can develop advertisements that effectively balance entertainment value with the delivery of essential information to the audience.