The Effect of Japanese-Style Advertising on Purchase Intention through Advertising Attitude and Consumer Perception

The research aims to determine the effect of Japanese-style advertising on purchase intention through advertising attitude and consumer perception in Bangkok, Thailand. This research used survey questionnaire to collect data from  443 respondents who are of Thai nationality and live in Bangkok and have watched at least  three samples of Japanese-style advertising for Thai products.  Descriptive and inferential statistics were used to analyze the data.  The main finding supports that Japanese-style advertising influences advertising attitude and consumer perception; and advertising and consumer perceptions influence purchase intention

How smartphone advertising influences consumers’ purchase intention

In the last decade, the use of smartphones has grown steadily. The way consumers interact with brands has changed owing to the accessibility of an internet connection on smartphones, and ubiquitous mobility. It is crucial to understand the factors that motivate consumers to interact with smartphone advertisements and therefore what stimulates their decision to purchase. To achieve this goal, we proposed a conceptual model that combines Ducoffe’s web advertising model and flow experience theory. Based on the data collected from 303 respondents, from a European country, we empirically tested the conceptual model using a partial least squares (PLS) estimation. The results showed that advertising value, flow experience, web design quality, and brand awareness explain purchase intention. The study provides results that allow marketers and advertisers to understand how smartphone advertisements contribute to consumer purchase intention

The impact of regulatory focus and word of mouth valence on search and experience attribute evaluation

Purpose This paper aims to investigate the direct and interactive effects of regulatory focus (promotion versus prevention), attribute type (search versus experience) and word of mouth valence (positive versus negative) on consumption decision for a service and a product. Design/methodology/approach Three empirical studies (two laboratories and a field experiment) using “university” and “mobile phone” as the research setting were used to test the key hypotheses. Findings Promotion (prevention)-focused subjects preferred experience (search) attributes over their counterparts while making consumption decision. This preference was further reinforced for both promotion and prevention-focused people under positive word of mouth. Under negative word of mouth, in comparison to their counterparts, promotion-focused people still retained their preference for experience attributes, whereas prevention-focused subjects reversed their preference and maintained status quo. Research limitations/implications Future research may validate and extend authors’ findings by looking into the underlying process or studying additional word of mouth variables that may moderate the current findings. Practical implications The findings will help managers devise a range of marketing strategies in the areas of advertising and product positioning, especially for products/services that are showcased in terms of experience and search attributes. Originality/value The current research is novel as no prior research has proposed and tested the two-way interaction between regulatory focus and search/experience attributes, or its further moderation by word of mouth valence. </jats:sec

Factors Affecting the Impulse Purchase Intentions for Luxury Pret

The purpose of this study is to examine the effect of advertising cues, attitude, perceived price, and subjective norms on the impulse purchase intentions in the context of fashion pret. This study incorporated survey method for data collection and the 386 personally administered questionnaire were distributed among visitors from three high customer traffic malls in the provincial capital of the Province Punjab Lahore. However, 272 responses were used in SPSS 25 and Smart PLS-3 for data analysis. The result found that advertising cues, customer attitude, perceived price and subjective norms showed significantly positive impact on the impulse purchase intentions in the context of fashion pret. Further, this study offers contribution towards brand managers and advertisers particularly in the field of fashion industry. Policy makers may also find important references from this study to develop policy guidelines. Moreover, this study discussed some limitations while performing this research. Finally, this article offers future research suggestions for further development in this area.

In-Feed Native Advertisement on News Websites: Effects of Advertising Format, Website Reputation, and Product Involvement

Focusing on two popular types of native advertising, endemic in-feed advertisements and linked in-feed advertisements, the current study examined the effects of advertising format, website reputation, and product involvement on perceived advertising credibility (trustworthiness and expertise), attitude toward the advertisement, brand interest, and purchase intention. In general, endemic in-feed advertisements were rated more favorably on source expertise and brand interest, while linked in-feed advertisements scored higher on attitude toward the advertisement. Three-way interaction effects were found for source trustworthiness, attitude toward the advertisement, brand interest, and purchase intention. Endemic in-feed advertisements showed stronger impact for the high-involvement product on a high-reputable website, while linked in-feed advertisements appeared to work better for the low-involvement product on a low-reputable website

The Influence of Social Value on the Attitude of M-Advertising Users and the Purchase Intention of the Millenial Generation on the Instagram Application

The purpose of this study is determine the role of social value and the attitude towards m-advertising on the intention to purchase products on the Instagram application. Structural Equation Modelling (SEM) based on AMOS is an analysis technique which is used to test the hypothesis in this research. The sample consists of 100 people selected with the criteria as follows: born in the year of 1980-1995 (millennials) and are domiciled in Denpasar. The research result shows that (1) social value does not influence the attitude of m-advertising users because the indicators of social value used in this research are directed only towards the conditional aspects, (2) social value has positive and significant influence on the purchase intention of the millennial generation, (3) the attitude of m-advertising users has positive and significant influence on the purchase intention of the millennial generation. The theoretical implication which may be taken from this research is that the TPB can be applied in the case of m-advertising for the millennial generation in the areas of Denpasar. Furthermore, the practical implication and the recommendation from this research is that advertisers are expected to be able to utilize the filtering feature on Instagram to reach market targets that are suitable so that the sponsored ads appear on Instagram users who are their advertisement targets. If possible, the management of Instagram are expected to provide data regarding the behavior of their customers to companies that wish to advertise using Instagram’s sponsored ads. Keywords: m-advertising, millennials, social value, user’s attitude and purchase intentio

THE INFLUENCE OF SOCIAL MEDIA ADVERTISING TOWARDS PURCHASE INTENTION OF E-COMMERCE: A STUDY AMONG INDONESIAN MILLENIAL

Abstract. Nowadays, the number of people who spend enormous amounts of time on social media has grown continuously.  This study was designed to understand what factors motivate customers to accept e-commerce advertising on social media. Three dimensions towards social media advertisement were investigated which comprise informativeness, personalization, and entertainment that may have an impact on advertising value as well as brand awareness, and accordingly on customers’ purchase intention.  For this study, data were collected from 232 Indonesian millennials respondents in Jakarta and Bandung through an online questionnaire and tested using a partial least squares (PLS) estimation. The results show that entertainment, informativeness, and personalization are significant related to social media advertising. Among the three dimensions, entertainment has the strongest significant relationship with social media advertising value. Besides, the advertising value of social media affects both e-commerce brand awareness and purchase intention of customers accordingly. The study provides results that allow e-commerce marketers to understand how social media advertising contribute to purchase intention of e-commerce customers.Keywords: Advertising value, Informativeness, Personalization, Entertainment, Brand awareness, Purchase Intention.

Scarcity Appeal in Advertising: Exploring the Moderating Roles of Need for Uniqueness and Message Framing

In this article we examine differences in the impact of message framing and scarcity appeal types in advertisements on consumers with varying levels of need for uniqueness (NFU). Results from two experimental studies support a two-way NFU × scarcity interaction, wherein participants with lower levels of NFU show a greater impact of demand (versus supply) scarcity appeal on their attitudes and purchase intentions; whereas participants with higher levels of NFU show a greater impact of supply (versus demand) appeal. In addition, we found support for a three-way interaction, which shows that, under both gain and loss frames, participants with lower levels of NFU prefer demand over supply appeal; whereas under the loss frame, participants with higher levels of NFU prefer supply over demand appeal. We discuss the conceptual contribution and managerial implications of these findings