“…Advertising effectiveness is influenced by various factors, including media environment, advertising types, product types, and individual consumer needs (Jung & Heo, 2021). Contemporary marketing communication is featured as an interactive or two-way conversation between marketers and consumers (He et al, 2021;Lim et al, 2023;Wang, 2021Wang, , 2024, typically using various advertising appeals for different consumer segment to meet various consumer needs (Ji et al, 2022;Kim et al, 2021;Zimand-Sheiner et al, 2021). The advertising appeals are often characterized with respect to two dimensions: emotional/experiential or functional/rational (To & Patrick, 2021;Trivedi et al, 2020).…”