Antecedents of Attitude towards Advertising of Controversial Products in Digital Media

Abstract

The promotion of controversial products on digital media has become a challenge for marketers as consumers of different ethnicities and cultures access web media. Therefore, the study has examined the impact of advertising’s antecedents on consumers’ attitude and their effect on purchase intentions. The study has also considered the mediating roles of attitude towards purchase intentions. The population for this study comprises of adult female digital media users. We collected data from 400 female respondents via the online survey method. The results suggest that hedonic value, falsity, and materialism directly impact attitude towards the advertising of controversial products. Further, hedonic value and materialism also affect purchase intentions. We also found that advertising attitude mediates the relationship between hedonic value, falsity, materialism, and purchase intentions. The study’s empirical results will help design appropriate marketing strategies, especially in the context of controversial products. Future research may extend the model by incorporating other factors and testing their efficacy in different regions and cultures.

Consumer Product Involvement, Attitude and Cognition Towards Ad, and Perceived Value Concerning Purchase Intentions

“…Ruswanti ( 2017) in her research which examined the effect of two sides of advertising credibility on PI of acupuncture therapy mediated by AT and attitude towards the brand, found that AT was proven to affect PI for acupuncture therapy. Yaseen et al ( 2020) examined the impact of consumer AT antecedents and their effect on PI, as well as the mediating role of attitude towards PI, found that hedonic values, falsehood, and materialism have a direct influence on AT of controversial products, further hedonic values and materialism also affects PI, there is also a mediation between AT and hedonic values, falsehood, materialism, and PI (Yaseen et al, 2020). Vera & Espinosa (2019) found that AT has a positive in-fluence on purchase intentions.…”

“…One of the factors that can encourage consumer purchase intentions is the attitude towards the ad. Yaseen et al (2020) show that hedonic values, falsehood, and materialism directly impact the attitude towards ad (AT) controversial products. Sallam & Algammash (2016) mention that consumer attitude towards ads (AT) has a positive and significant effect on attitude towards brand and purchase intentions (PI).…”

Reklam İlgilenimi, Reklama Yönelik Tutum ve Satın Alma Niyeti Arasındaki Etkilerin Analizi: Marka Tutumunun Aracılık Rolü

“…Apple markasının Apple Watch Seri 6 ürününe yönelik olarak oluşturulmuş ve markanın resmi YouTube kanalında yayınlanmış Türkçe altyazılı bir reklamdan yararlanılmıştır. Literatür incelendiğinde, araştırmaların genellikle basılı reklamlar veya televizyon reklamları kullanılarak gerçekleştirildiği görülmektedir (Tan & Chia, 2007;Purohit, 2012;Arora, Prashar, Parsad & Tata, 2019;Yaseen, Saeed, Mazahir & Chinnasamy, 2020). Buna dayanarak, araştırma sonucunda teknoloji ürünleri kategorisinde yer alan bir ürün olan akıllı saat ürününe ilişkin olarak popüler bir markanın sosyal medya kanalında yayınlanan gerçek bir reklamdan yola çıkılarak gerçekleştirilen analizlerin literatüre katkı sağlayacağı düşünülmektedir.…”