We found a match
Your institution may have access to this item. Find your institution then sign in to continue.
- Title
Social Messages in Advertising: Examining the Relationship Among Attitude Towards Advertisement, Brand and Purchase Intention of Customers.
- Authors
Manzoor, Iqra; Zia-ul-Haq
- Abstract
Although social issues or social message advertisements are used by brands to influence buying behavior, not much research has been done to evaluate the consumer behavior formed due to such advertisements in India. The study was carried out to investigate the relationship among Attitude Towards Advertisement with a Social Message (ATASM), Attitude Towards Brand (ATB) and Purchase Intention of Customer (PIC). ATB as a mediator between ATASM and PIC was also examined in this study. The proposed model’s interrelationships were investigated using Structural Equation Modeling (SEM). A quantitative survey was conducted among university students, and the data was gathered via a questionnaire. For the study, an advertisement of an online shopping company was shown to the respondents with a pseudo brand name. To test the hypotheses, 323 students were surveyed. The results confirm that both ATB and PIC are positively affected by ATASM. Also, PIC is positively influenced by ATB formed after watching the advertisement incorporating the social message. The study contributes by introducing a new perspective to the advertising literature. It also equips marketers and advertisers with the knowledge to create commercial advertisements that include a social message.
- Subjects
INDIA; ONLINE shopping; CONSUMER attitudes; CONSUMERS; CONSUMER behavior; PROMOTIONAL literature; ADVERTISING; STRUCTURAL equation modeling
- Publication
IUP Journal of Marketing Management, 2023, Vol 22, Issue 1, p67
- ISSN
0972-6845
- Publication type
Article