IDEAS home Printed from https://ideas.repec.org/a/bcp/journl/v8y2024i11p3385-3401.html
   My bibliography  Save this article

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

Author

Listed:
  • Ain Aurush

    (Arshad Ayub Graduate Business School, Universiti Teknologi MARA Shah Alam, Malaysia)

  • Nor Irvoni Mohd Ishar

    (Arshad Ayub Graduate Business School, Universiti Teknologi MARA Shah Alam, Malaysia)

  • Peck-Leong Tan

    (Arshad Ayub Graduate Business School, Universiti Teknologi MARA Shah Alam, Malaysia)

Abstract

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.

Suggested Citation

  • Ain Aurush & Nor Irvoni Mohd Ishar & Peck-Leong Tan, 2024. "Decoding Advertisement: Unpacking the Influence of Different Type of Advertisement on Consumer Emotion and Purchase Intention," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(11), pages 3385-3401, November.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:11:p:3385-3401
    as

    Download full text from publisher

    File URL: https://www.rsisinternational.org/journals/ijriss/Digital-Library/volume-8-issue-11/3385-3401.pdf
    Download Restriction: no
    File URL: https://rsisinternational.org/journals/ijriss/articles/decoding-advertisement-unpacking-the-influence-of-different-type-of-advertisement-on-consumer-emotion-and-purchase-intention/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Bertina Sjabadhyni & Martina Dwi Mustika & Nathasia Carissa & Syifa Khairunnisa & Leo Andhika Kurniawan & Amira Budi Mutiara & Retno Putriaji & Andre Patio Sinaga, 2021. "The Role of Need for Cognition in Predicting the Attitudes of Indonesian Millennials Toward Printed Advertising and Purchase Intentions," SAGE Open, , vol. 11(3), pages 21582440211, July.
    2. Casaló, Luis V. & Flavián, Carlos & Ibáñez-Sánchez, Sergio, 2020. "Influencers on Instagram: Antecedents and consequences of opinion leadership," Journal of Business Research, Elsevier, vol. 117(C), pages 510-519.
    3. Ann Tresa Sebastian & Bhagya Lal & J. Anupama & Jee Varghese & Aleena Agnus Tom & Eslavath Rajkumar & Allen Joshua George & Sundaramoorthy Jeyavel & Vijyendra Pandey & Maria Wajid & Romate John, 2021. "Exploring the opinions of the YouTube visitors towards advertisements and its influence on purchase intention among viewers," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 1876545-187, January.
    4. Akawut Jansom & Siwarit Pongsakornrungsilp, 2021. "How Instagram Influencers Affect the Value Perception of Thai Millennial Followers and Purchasing Intention of Luxury Fashion for Sustainable Marketing," Sustainability, MDPI, vol. 13(15), pages 1-19, July.
    5. Aleti, Torgeir & Pallant, Jason I. & Tuan, Annamaria & van Laer, Tom, 2019. "Tweeting with the Stars: Automated Text Analysis of the Effect of Celebrity Social Media Communications on Consumer Word of Mouth," Journal of Interactive Marketing, Elsevier, vol. 48(C), pages 17-32.
    6. Sharma, Purva & Srivastava, Ankur & Sharma, Veenu & Singh, Nidhi & Nijjer, Shivinder, 2024. "Understanding consumer repurchase intentions towards luxury retail brands: Evidence from an emerging market," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    7. Lee, Jieun & Hong, Ilyoo B., 2016. "Predicting positive user responses to social media advertising: The roles of emotional appeal, informativeness, and creativity," International Journal of Information Management, Elsevier, vol. 36(3), pages 360-373.
    8. Jin Kyun Lee, 2021. "The effects of team identification on consumer purchase intention in sports influencer marketing: The mediation effect of ad content value moderated by sports influencer credibility," Cogent Business & Management, Taylor & Francis Journals, vol. 8(1), pages 1957073-195, January.
    9. Chen, Zihe & Zhu, Dong Hong, 2022. "Effect of dynamic promotion display on purchase intention: The moderating role of involvement," Journal of Business Research, Elsevier, vol. 148(C), pages 252-261.
    10. Aw, Eugene Cheng-Xi & Chuah, Stephanie Hui-Wen, 2021. "“Stop the unattainable ideal for an ordinary me!” fostering parasocial relationships with social media influencers: The role of self-discrepancy," Journal of Business Research, Elsevier, vol. 132(C), pages 146-157.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sardar, Sainaz & Tata, Sai Vijay & Sarkar, Subhro, 2024. "Examining the influence of source factors and content characteristics of influencers' post on consumer engagement and purchase intention: A moderated analysis," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    2. Ooi, Keng-Boon & Lee, Voon-Hsien & Hew, Jun-Jie & Leong, Lai-Ying & Tan, Garry Wei-Han & Lim, Ai-Fen, 2023. "Social media influencers: An effective marketing approach?," Journal of Business Research, Elsevier, vol. 160(C).
    3. Pantano, Eleonora, 2021. "When a luxury brand bursts: Modelling the social media viral effects of negative stereotypes adoption leading to brand hate," Journal of Business Research, Elsevier, vol. 123(C), pages 117-125.
    4. Li, Wenting & Zhao, Fang & Lee, Ji Min & Park, Jiwoon & Septianto, Felix & Seo, Yuri, 2024. "How micro- (vs. mega-) influencers generate word of mouth in the digital economy age: The moderating role of mindset," Journal of Business Research, Elsevier, vol. 171(C).
    5. Wong, Amy & Wei, Joicey, 2023. "Persuasive cues and reciprocal behaviors in influencer-follower relationships: The mediating role of influencer defense," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    6. Gerrath, Maximilian H.E.E. & Olya, Hossein & Shah, Zahra & Li, Huaiyu, 2024. "Virtual influencers and pro-environmental causes: The roles of message warmth and trust in experts," Journal of Business Research, Elsevier, vol. 175(C).
    7. van der Harst, Jesse Pieter & Angelopoulos, Spyros, 2024. "Less is more: Engagement with the content of social media influencers," Journal of Business Research, Elsevier, vol. 181(C).
    8. Sergio Barta & Raquel Gurrea & Carlos Flavián, 2023. "Telepresence in live-stream shopping: An experimental study comparing Instagram and the metaverse," Electronic Markets, Springer;IIM University of St. Gallen, vol. 33(1), pages 1-21, December.
    9. Hsieh, Jung-Kuei, 2023. "The impact of influencers' multi-SNS use on followers’ behavioral intentions: An integration of cue consistency theory and social identity theory," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    10. Filieri, Raffaele & Acikgoz, Fulya & Du, Hao, 2023. "Electronic word-of-mouth from video bloggers: The role of content quality and source homophily across hedonic and utilitarian products," Journal of Business Research, Elsevier, vol. 160(C).
    11. Cheung, Man Lai & Leung, Wilson K.S. & Aw, Eugene Cheng-Xi & Koay, Kian Yeik, 2022. "“I follow what you post!†: The role of social media influencers’ content characteristics in consumers' online brand-related activities (COBRAs)," Journal of Retailing and Consumer Services, Elsevier, vol. 66(C).
    12. Wang, Le & Luo, Xin (Robert) & Li, Han, 2022. "Envy or conformity? An empirical investigation of peer influence on the purchase of non-functional items in mobile free-to-play games," Journal of Business Research, Elsevier, vol. 147(C), pages 308-324.
    13. Eleni Kilipiri & Eugenia Papaioannou & Iordanis Kotzaivazoglou, 2023. "Social Media and Influencer Marketing for Promoting Sustainable Tourism Destinations: The Instagram Case," Sustainability, MDPI, vol. 15(8), pages 1-18, April.
    14. Rajesh Sharma, 2024. "Consumer perceived corporate social responsibility and electronic word of mouth in social media: mediating role of consumer–company identification and moderating role of user-generated content," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 29(2), pages 523-535, June.
    15. Jiang, Kan & Mo, Silan & Qin, Meilian, 2024. "Descriptive or injunctive? The effect of sustainable normative appeals and advertising orientations on environmentally responsible consumption behavior in a collective action perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    16. Das, Kallol & Patel, Jayesh D. & Sharma, Anuj & Shukla, Yupal, 2023. "Creativity in marketing: Examining the intellectual structure using scientometric analysis and topic modeling," Journal of Business Research, Elsevier, vol. 154(C).
    17. De Cicco, Roberta & Iacobucci, Serena & Cannito, Loreta & Onesti, Gianni & Ceccato, Irene & Palumbo, Riccardo, 2024. "Virtual vs. human influencer: Effects on users’ perceptions and brand outcomes," Technology in Society, Elsevier, vol. 77(C).
    18. Paulo Duarte Silveira & Fábio Shimabukuro Sandes & Duarte Xara-Brasil & Karla Menezes, 2024. "Brands’ Green Activism: An Empirical Comparison between Posts of Digital Influencers and Brands," Sustainability, MDPI, vol. 16(16), pages 1-18, August.
    19. María Dolores Aledo‐Ruiz & Eva Martínez‐Caro & José Manuel Santos‐Jaén, 2022. "The influence of corporate social responsibility on students' emotional appeal in the HEIs: The mediating effect of reputation and corporate image," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 29(3), pages 578-592, May.
    20. Zhou, Qi & Li, Bin & Li, Huajun & Lei, Yueqiu, 2024. "Mere copycat? The effects of human versus human-like virtual influencers on brand endorsement effectiveness: A moderated serial-mediation model," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:bcp:journl:v:8:y:2024:i:11:p:3385-3401. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Dr. Pawan Verma (email available below). General contact details of provider: https://rsisinternational.org/journals/ijriss/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.