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Influence of Rational and Emotional Appeals on Purchasing Through Online: The Case on Social Media

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  • Mohammad Toufiqur Rahman
  • Tanjina Pial

Abstract

Advertising appeals is a powerful process for companies to influence customers¡¯ buying decisions. The primary aim of this research is to figure out that every customer has the same impact on all advertising appeal or not and what sort of promotional appeal can be more easily and efficiently applied to consumers. To get the answer, the information was gathered by organized questionnaires from 82 people randomly in various regions in Bangladesh, who frequently do online purchase through social media, between April and July 2019. The research shows that most of the customers are influenced by both emotional and rational advertising appeals. From t-test it has been observed that both males and females are influenced by the same way whether the advertising positioning is rational or emotional. It has also been observed that all categories customers are influenced more by those emotional advertisements that depict sociality and in rational positioning, all are influenced that demonstrating the product uses, benefits and features. The age group ¡®less than 30 years¡¯ and the ¡®students¡¯ are more influenced by emotional than from rational appeals.

Suggested Citation

  • Mohammad Toufiqur Rahman & Tanjina Pial, 2020. "Influence of Rational and Emotional Appeals on Purchasing Through Online: The Case on Social Media," International Journal of Financial Research, International Journal of Financial Research, Sciedu Press, vol. 11(1), pages 34-42, January.
    • Handle: RePEc:jfr:ijfr11:v:11:y:2020:i:1:p:34-42
    DOI: 10.5430/ijfr.v11n1p34
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    References listed on IDEAS

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    3. Mohsen Sadeghi & Meysam Fakharyan & Rozita Dadkhah & Mohammad Reza Khodadadian & Simin Nasrolahi Vosta & Mahdi Jafari, 2015. "Investigating the Effect of Rational and Emotional Advertising Appeals of Hamrahe Aval Mobile Operator on Attitude towards Advertising and Brand Attitude (Case Study: Student Users of Mobile in the Ar," International Journal of Asian Social Science, Asian Economic and Social Society, vol. 5(4), pages 233-244.
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    1. Pathak, Atul Arun & Kaushik, Kapil, 2024. "Driving consumer engagement for digital payment brands: Content strategy on instagram," Journal of Retailing and Consumer Services, Elsevier, vol. 79(C).

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