IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v75y2023ics096969892300262x.html
   My bibliography  Save this article

Inclusive advertising featuring disability on instagram: Effect on consumer well-being, brand engagement, and purchase intention

Author

Listed:
  • Qayyum, Abdul
  • Jamil, Raja Ahmed
  • Shah, Adnan Muhammad
  • Lee, KangYoon

Abstract

Should advertisers continue to promote their brands through brand endorsers without considering their diverse characteristics, or should they embrace diversity in advertising? Gender, age, ethnicity, and sexual orientation are some of the aspects of diversity that have been investigated in advertising research, primarily in the context of Western and developed countries. However, it remains underexplored how physical disabilities in influencer advertising on Instagram affect consumer well-being and consumers’ responses toward brands in a non-Western market. Through an experimental design (including both inclusive and non-inclusive samples), this study examined the effects of inclusive advertising (including disabled persons) on consumer well-being (both hedonic and eudaimonic), brand engagement, and purchase intention. Two studies were conducted to test the hypotheses. In Study 1 (shampoo brand case), a data analysis of 260 young Pakistani consumers revealed that inclusive (vs non-inclusive) advertisements enhance both hedonic well-being (HWB) and eudaimonic well-being (EWB), with a stronger effect for EWB. The spillover effects of EWB and HWB indicated a significant influence on brand engagement and purchase intention, whereas the effect of HWB is significant only on brand engagement. The effects of HWB on brand engagement and of EWB on purchase intention showed a greater influence in the case of inclusive advertisements than in traditional non-inclusive advertisements. In Study 2 (clothing brand case), an analysis of 235 respondents revealed that inclusive advertising drives both HWB and EWB, which have a greater influence on brand engagement and purchase intention when individuals are exposed to an inclusive advertisement featuring disabled persons than a non-inclusive one. These studies confirm that inclusive advertisements attract a more diverse customer base in addition to existing customers. These findings offer theoretical and practical insights for advertising and consumer research.

Suggested Citation

  • Qayyum, Abdul & Jamil, Raja Ahmed & Shah, Adnan Muhammad & Lee, KangYoon, 2023. "Inclusive advertising featuring disability on instagram: Effect on consumer well-being, brand engagement, and purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    • Handle: RePEc:eee:joreco:v:75:y:2023:i:c:s096969892300262x
    DOI: 10.1016/j.jretconser.2023.103515
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S096969892300262X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2023.103515?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Zhimin Zhou & Fucheng Zheng & Jialing Lin & Nan Zhou, 2021. "The interplay among green brand knowledge, expected eudaimonic well‐being and environmental consciousness on green brand purchase intention," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 630-639, March.
    2. Harrigan, Paul & Evers, Uwana & Miles, Morgan P. & Daly, Tim, 2018. "Customer engagement and the relationship between involvement, engagement, self-brand connection and brand usage intent," Journal of Business Research, Elsevier, vol. 88(C), pages 388-396.
    3. Wang, Tien & Lee, Fu-Yu, 2020. "Examining customer engagement and brand intimacy in social media context," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    4. Jing Jian Xiao & Eunju Ko & May O. Lwin, 2021. "Consumer wellbeing in Asia: Introduction to the special issue," Journal of Consumer Affairs, Wiley Blackwell, vol. 55(4), pages 1205-1210, December.
    5. Kilsheimer Eastman, Jacqueline & Iyer, Rajesh & Babin, Barry, 2022. "Luxury not for the masses: Measuring inconspicuous luxury motivations," Journal of Business Research, Elsevier, vol. 145(C), pages 509-523.
    6. Pantas H. Silaban & Andri Dayarana K. Silalahi & Edgar Octoyuda & Yuni Kartika Sitanggang & Lamtiur Hutabarat & Ade Irma Suryani Sitorus, 2022. "Understanding hedonic and utilitarian responses to product reviews on youtube and purchase intention," Cogent Business & Management, Taylor & Francis Journals, vol. 9(1), pages 2062910-206, December.
    7. Han, Xiaoqi & Tsai, Sunny Wanhsiu, 2016. "Beyond targeted advertising: Representing disenfranchised minorities in ‘inclusive’ advertising," Journal of Cultural Marketing Strategy, Henry Stewart Publications, vol. 1(2), pages 154-169, February.
    8. Bo Ra Joo & Juanjuan Wu, 2021. "The impact of inclusive fashion advertising with plus-size models on female consumers: The mediating role of brand warmth," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 12(3), pages 260-273, July.
    9. Alvarez-Milán, Agarzelim & Felix, Reto & Rauschnabel, Philipp A. & Hinsch, Christian, 2018. "Strategic customer engagement marketing: A decision making framework," Journal of Business Research, Elsevier, vol. 92(C), pages 61-70.
    10. Eva Kipnis & Catherine Demangeot & Chris Pullig & Samantha N.N. Cross & Charles Chi Cui & Cristina Galalae & Shauna Kearney & Tana Cristina Licsandru & Carlo Mari & Verónica Martín Ruiz & Samantha Swa, 2021. "Institutionalizing Diversity-and-Inclusion-Engaged Marketing for Multicultural Marketplace Well-Being," Post-Print hal-03600388, HAL.
    11. Edwards, Karen & Rosenbaum, Mark S. & Brosdahl, Deborah & Hughes, Patrick, 2018. "Designing retail spaces for inclusion," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 182-190.
    12. Mahnaz Mansoor & Justin Paul, 2022. "Consumers' choice behavior: An interactive effect of expected eudaimonic well‐being and green altruism," Business Strategy and the Environment, Wiley Blackwell, vol. 31(1), pages 94-109, January.
    13. Karsten Jonsen & Sébastien Point & Elisabeth K. Kelan & Adrian Grieble, 2021. "Diversity and inclusion branding: a five-country comparison of corporate websites," Post-Print hal-03795230, HAL.
    14. Alison Munsch, 2021. "Millennial and generation Z digital marketing communication and advertising effectiveness: A qualitative exploration," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 31(1), pages 10-29, January.
    15. Jeong, Dayun & Ko, Eunju & Taylor, Charles R., 2023. "Don't touch the Merchandise! Factors associated with consumer preference for contact free shopping," Journal of Business Research, Elsevier, vol. 154(C).
    16. Jung, Jaesuk & Yu, Jihye & Seo, Yuri & Ko, Eunju, 2021. "Consumer experiences of virtual reality: Insights from VR luxury brand fashion shows," Journal of Business Research, Elsevier, vol. 130(C), pages 517-524.
    17. Tan, Yingsi & Geng, Shuang & Katsumata, Sotaro & Xiong, Xiaojun, 2021. "The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention: Investigating the bias effect of heuristic information processing," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    18. Rajesh Iyer & James A. Muncy, 2016. "Attitude toward Consumption and Subjective Well-Being," Journal of Consumer Affairs, Wiley Blackwell, vol. 50(1), pages 48-67, March.
    19. Chung, Minjee & Ko, Eunju & Joung, Heerim & Kim, Sang Jin, 2020. "Chatbot e-service and customer satisfaction regarding luxury brands," Journal of Business Research, Elsevier, vol. 117(C), pages 587-595.
    20. Hollebeek, Linda D. & Glynn, Mark S. & Brodie, Roderick J., 2014. "Consumer Brand Engagement in Social Media: Conceptualization, Scale Development and Validation," Journal of Interactive Marketing, Elsevier, vol. 28(2), pages 149-165.
    21. Högberg, Johan & Ramberg, Marcus Olsson & Gustafsson, Anders & Wästlund, Erik, 2019. "Creating brand engagement through in-store gamified customer experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 122-130.
    22. Zhang, Peilin & Chao, Chih-Wei (Fred) & Chiong, Raymond & Hasan, Najmul & Aljaroodi, Hussain M. & Tian, Feng, 2023. "Effects of in-store live stream on consumers’ offline purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
    23. Hana Choi & Carl F. Mela & Santiago R. Balseiro & Adam Leary, 2020. "Online Display Advertising Markets: A Literature Review and Future Directions," Information Systems Research, INFORMS, vol. 31(2), pages 556-575, June.
    24. Chang Chen & Zhuoqi Teng & Chunyi Lu & Md. Alamgir Hossain & Yuantao Fang, 2021. "Rethinking Leisure Tourism: From the Perspective of Tourist Touch Points and Perceived Well-being," SAGE Open, , vol. 11(4), pages 21582440211, December.
    25. Hepola, Janne & Leppäniemi, Matti & Karjaluoto, Heikki, 2020. "Is it all about consumer engagement? Explaining continuance intention for utilitarian and hedonic service consumption," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    26. Jaud, David A. & Melnyk, Valentyna, 2020. "The effect of text-only versus text-and-image wine labels on liking, taste and purchase intentions. The mediating role of affective fluency," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    27. María Rocío Bonilla Quijada & José Luis Del Olmo Arriaga & David Andreu Domingo, 2021. "Insights into user engagement on social media. Findings from two fashion retailers," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(1), pages 125-137, March.
    28. Ruth Sessler Bernstein & Morgan Bulger & Paul Salipante & Judith Y. Weisinger, 2020. "From Diversity to Inclusion to Equity: A Theory of Generative Interactions," Journal of Business Ethics, Springer, vol. 167(3), pages 395-410, December.
    29. Gil Appel & Lauren Grewal & Rhonda Hadi & Andrew T. Stephen, 2020. "The future of social media in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 79-95, January.
    30. Jennifer Huh & Claire Whang & Hye-Young Kim, 2023. "Building trust with voice assistants for apparel shopping: The effects of social role and user autonomy," Journal of Global Fashion Marketing, Taylor & Francis Journals, vol. 14(1), pages 5-19, January.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ahmad, Saba, 2024. "Assessment of Drinking Water Quality: Its Health and Marketing Impacts," MPRA Paper 120870, University Library of Munich, Germany.
    2. Nazir, Khurram & Lodhi, Muhammad Saeed & Ahmad, Zia & Ahmad, Saba, 2023. "The Impact of Barrier Factors on the Effectiveness and Development of Intelligent Transportation System in Pakistan," MPRA Paper 120367, University Library of Munich, Germany.
    3. Patrizi, Michela & Šerić, Maja & Vernuccio, Maria, 2024. "Hey Google, I trust you! The consequences of brand anthropomorphism in voice-based artificial intelligence contexts," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).

    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. Lim, Weng Marc & Rasul, Tareq, 2022. "Customer engagement and social media: Revisiting the past to inform the future," Journal of Business Research, Elsevier, vol. 148(C), pages 325-342.
    2. Jeong, Dayun & Ko, Eunju & Taylor, Charles R., 2023. "Don't touch the Merchandise! Factors associated with consumer preference for contact free shopping," Journal of Business Research, Elsevier, vol. 154(C).
    3. Recalde, Daniella & Jai, Tunmin Catherine & Jones, Robert Paul, 2024. "I can find the right product with AR! The mediation effects of shopper engagement on intent to purchase beauty products," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).
    4. Bazi, Saleh & Filieri, Raffaele & Gorton, Matthew, 2020. "Customers’ motivation to engage with luxury brands on social media," Journal of Business Research, Elsevier, vol. 112(C), pages 223-235.
    5. Lim, Weng Marc & Rasul, Tareq & Kumar, Satish & Ala, Mamun, 2022. "Past, present, and future of customer engagement," Journal of Business Research, Elsevier, vol. 140(C), pages 439-458.
    6. Banik, Shanta, 2021. "Exploring the involvement-patronage link in the phygital retail experiences," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    7. Wang, Tien & Lee, Fu-Yu, 2020. "Examining customer engagement and brand intimacy in social media context," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    8. Qi, Ji (Miracle) & Wang, Sijun & Lindsey Hall, Kristina K., 2023. "Bridging employee engagement and customer engagement in a service context," Journal of Business Research, Elsevier, vol. 160(C).
    9. Dessart, Laurence & Pitardi, Valentina, 2019. "How stories generate consumer engagement: An exploratory study," Journal of Business Research, Elsevier, vol. 104(C), pages 183-195.
    10. Boukis, Achilleas & Christodoulides, George & Semaan, Rania W. & Stathopoulou, Anastasia, 2024. "What drives consumers towards shared luxury services? A comparison of sequential versus simultaneous sharing," Journal of Business Research, Elsevier, vol. 177(C).
    11. Jinjiang Cai & Jingjing Wu & Hongjie Zhang & Yifei Cai, 2023. "Research on the Influence Mechanism of Fashion Brands’ Crossover Alliance on Consumers’ Online Brand Engagement: The Mediating Effect of Hedonic Perception and Novelty Perception," Sustainability, MDPI, vol. 15(5), pages 1-17, February.
    12. Gao, Mengjia & Huang, Lin, 2021. "Quality of channel integration and customer loyalty in omnichannel retailing: The mediating role of customer engagement and relationship program receptiveness," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    13. Yoo, Jinyoung Jinnie, 2023. "Visual strategies of luxury and fast fashion brands on Instagram and their effects on user engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    14. Aqib Habib & Muhammad Irfan & Mohsin Shahzad, 2022. "Modeling the enablers of online consumer engagement and platform preference in online food delivery platforms during COVID-19," Future Business Journal, Springer, vol. 8(1), pages 1-18, December.
    15. Yoo, Jungmin, 2024. "Can consumer engagement on social media affect brand extension success? The case of luxury fashion brands and restaurants," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).
    16. Kulikovskaja, Viktorija & Hubert, Marco & Grunert, Klaus G. & Zhao, Hong, 2023. "Driving marketing outcomes through social media-based customer engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 74(C).
    17. Sanz-Blas, Silvia & Buzova, Daniela & Pérez-Ruiz, Pilar, 2021. "Building relational worth in an online social community through virtual structural embeddedness and relational embeddedness," Technological Forecasting and Social Change, Elsevier, vol. 162(C).
    18. Marjeta Marolt & Hans-Dieter Zimmermann & Andreja Pucihar, 2020. "Enhancing Marketing Performance Through Enterprise-Initiated Customer Engagement," Sustainability, MDPI, vol. 12(9), pages 1-16, May.
    19. Saura, José Ramón & Palacios-Marqués, Daniel & Iturricha-Fernández, Agustín, 2021. "Ethical design in social media: Assessing the main performance measurements of user online behavior modification," Journal of Business Research, Elsevier, vol. 129(C), pages 271-281.
    20. Henkens, Bieke & Verleye, Katrien & Larivière, Bart, 2021. "The smarter, the better?! Customer well-being, engagement, and perceptions in smart service systems," International Journal of Research in Marketing, Elsevier, vol. 38(2), pages 425-447.

    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:eee:joreco:v:75:y:2023:i:c:s096969892300262x. 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: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    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.