The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention: Investigating the bias effect of heuristic information processing

Tan, Yingsi; Geng, Shuang; Katsumata, Sotaro; Xiong, Xiaojun

doi:10.1016/j.jretconser.2021.102696

Cited by 41 publications

(23 citation statements)

References 47 publications

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“…The positive impact of influencer credibility on customer brand awareness is consistent with the results of research by other authors. Similar results were obtained in studies conducted among internet users of various nationalities and ages: Chinese internet users and influencer followers (Tan et al 2021), young users of social media in Turkey (Bilgin 2020), millennials in Lebanon , students in Indonesia (Susilowati and Sari 2020), Thai online customers (Kosakarika 2020), Australian social media users (Arli 2017) and followers of one Indonesian influencer (Kosim and Pasaribu 2021). The only results that differ from others are in the study from Febriyantoro (2020), conducted on millennials in Indonesia, which did not find association with purchase intention.…”

Section: Discussionsupporting

confidence: 79%

“…As presented in the literature review, the mediating role of brand awareness has been studied in different factors influencing purchase intention, such as via YouTube ads (Febriyantoro 2020), social networking site advertising (Nofal et al 2020), social media marketing (Kosakarika 2020), ad informativeness and ad persuasiveness (Tan et al 2021). (Our research is among the first to analyze the mediating role of brand awareness in the relationship between influencer credibility and purchasing intention, constituting a new contribution to science.…”

Section: Discussionmentioning

confidence: 99%

“…As indicated by AlFarraj et al ( 2021) in the marketing literature, influencers' credibility is associated with the effectiveness of communication, the aim of which may be brand awareness. Many prior studies show that brand awareness is a significant precedent of internet (Tan et al 2021) and social media (Bilgin 2020; Dabbous and Barakat 2020) users' purchase intention. Significant positive relationship was found between brand awareness, brand association and perceived quality and brand loyalty and brand purchasing intention (Susilowati and Sari 2020).…”

Section: The Relationship Between Influencer Credibility Brand Awaren...mentioning

confidence: 99%

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Relationship between Advertising Disclosure, Influencer Credibility and Purchase Intention

Sesar

Martinčević

Boguszewicz-Kreft

2022

JRFM

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Understanding influencer credibility and online advertising and explaining its implications is the basis for analyzing customer purchase behavior. Novelties in digital marketing are visible in the growth of advertising through digital platforms using micro-influencers, compared to the former trend of using celebrities in creating brand awareness with the purpose to reach many customers and influence their buying decisions. The aim of this study is to examine how advertising disclosure (displayed/not displayed) affects influencer credibility, while analyzing influencer type (celebrity/micro-influencer) as a moderator variable underlying this relationship. Further, this paper investigates whether brand awareness mediates the relationship between influencer credibility and purchase intention. The questionnaire was designed and data were collected from 364 respondents using the convenience sampling method on the student population from one Croatian university. Regression analysis was performed to test the set hypothesis in SPSS using the PROCESS approach and independent sample t-test. The findings show: (1) displayed advertising status increases influencers’ credibility, and (2) this relationship is not moderated by influencer type. Moreover, (3) influencer credibility has a positive and significant relationship with purchase intention, and (4) this relationship is mediated through brand awareness. Research results indicate the importance of advertising disclosure and influencer credibility in influencer marketing, since brand awareness created through influencers’ credibility increased by displayed advertising disclosure significantly affects purchase intention of participants.

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Section: Discussionsupporting

confidence: 79%

Section: Discussionmentioning

confidence: 99%

Section: The Relationship Between Influencer Credibility Brand Awaren...mentioning

confidence: 99%

See 1 more Smart Citation

Relationship between Advertising Disclosure, Influencer Credibility and Purchase Intention

Sesar

Martinčević

Boguszewicz-Kreft

2022

JRFM

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“…When someone is highly driven, competent and capable, and has abundant cognitive resources in accordance with the sufficiency principle, they are more likely to choose a systematic method [1]. When making judgments, people should take into account all relevant information that has been supplied, according to the theory of systematic information processing [2]. During the purchasing process, customers might receive and analyse both persuasive and informative aspects [3].…”

Section: Literature Review Ad Systematic Cues: Ad Informativeness And...mentioning

confidence: 99%

Proposed Marketing Strategy for Increasing Batik Danar Hadi Purchase Intention among Gen Y and Z

Haniah¹,

Belgiawan²

2023

ijcsrr

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Batik is Indonesian heritage that remains popular and have special place in Indonesia’s fashion industry. Indonesian people nowadays especially generation Y and Z use batik only on certain occasions because most of them still have the impression that batik is old-fashioned and only can be used in certain events. Batik Danar Hadi is one of pioneers for batik brand in Indonesia, their products can be worn daily which not only used for formal or important occasions. This study aims to examines how ad informativeness, ad persuasiveness, and brand awareness variables will influence purchase intention on Batik Danar Hadi with generation Y and Z as the objects. After analysing the result, Researcher proposed marketing strategy to Batik Danar Hadi according to the research results. Researchers have distributed questionnaires to assess the variables of ad informativeness, ad persuasiveness, brand awareness and purchase intentions. The results of the survey were 426 respondents, 350 respondents filled in completely, 25 respondents were dropped due to invalid data (including inverse, standard deviation, and outliers), leaving 325 respondents who met the criteria. Before distributing the research questionnaires, the researcher had carried out a small sample measurement of 30 people to get suggestions, input, and comments from respondents if there were statements that could not be understood. In this study, instrument testing was carried out with reliability and validity tests, model testing, and hypothesis testing using the SmartPLS3 test tool. The researcher developed the solutions as a solution for the business issue in a form of marketing strategy. The results of this study indicate that ad informativeness and ad persuasiveness have a positive and significant effect on brand awareness, while brand awareness has a positive and significant effect on purchase intention.

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“…2004) bahwa brand awareness merupakan suatu hal penting yang dapat benar benar mempengaruhi purchase intention terhadap suatu merek. Hasil penelitian ini pun sejalan dengan penelitian dari(Dabbous & Barakat, 2020; Lu et al., 2014;Semuel & Setiawan, 2018;Tan et al, 2021) yang menyatakan bahwa brand awareness mempengaruhi offline purchase intention SIMPULAN DAN SARAN Kesimpulan Berdasarkan hasil pengolahan dapat dipahami bahwa media sosial penting untuk mempromosikan produk-produk perusahaan. Sehingga penting bagi perusahaan, ataupun pelaku usaha mengerti apa saja hal-hal yang penting dan apa saja yang dapat memediasi antara media sosial dengan keputusan pembelian secara offline.…”

unclassified

Pengaruh Sosial Media Terhadap Pembentukan Brand Awareness dan Purchase Intention Merek Sepatu Olahraga

Tedja

Abednego²

2022

Jurnal Riset Bisnis

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Media sosial sekarang ini sudah banyak mengubah bagaimana cara perusahaan melakukan promosi agar dapat membentuk consumer engagement dan brand awareness terhadap pelanggan sehingga menghasilkan purchase intention. Penelitian ini ditujukan untuk memahami seberapa besar pengaruh yang dapat dihasilkan oleh kualitas konten dan interaktivitas merek dalam media sosial yang akan mendukung pembentukan brand awareness dan juga purchase intention. Penelitian ini memanfaatkan pengolahan data structural equation modeling. Dalam penelitian ini tidak hanya sekedar melakukan penelitian media sosial terhadap purchase intention melainkan memanfaatkan juga motif hedonisme, motif utilitarian, consumer engagement dan brand awareness sebagai mediasi. Hasil dari penelitian ini menyatakan bahwa hanya kualitas konten yang mempengaruhi motif hedonisme dan utilitarian dari pengguna Instagram. Tentunya juga hal ini sangat mempengaruhi consumer engagement dan brand awareness yang dihasilkan sehingga terbentuklah purchase intention. Penelitian ini memanfaatkan objek sepatu olahraga karena objek tersebut sudah berkembang pesat di Indonesia juga diiringi dengan sepatu olahraga yang sudah menjadi gaya hidup bagi para konsumen. Dengan begini diharapkan merek-merek sepatu olahraga ini dapat lebih mnemperhatikan kualitas konten yang di sajikan di Instagram dan juga memperhatikan interaktivitas dengan pengguna sehingga bisa mendorong offline purchase intention.

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The effects of ad heuristic and systematic cues on consumer brand awareness and purchase intention: Investigating the bias effect of heuristic information processing

Cited by 41 publications

References 47 publications

Relationship between Advertising Disclosure, Influencer Credibility and Purchase Intention

Relationship between Advertising Disclosure, Influencer Credibility and Purchase Intention

Proposed Marketing Strategy for Increasing Batik Danar Hadi Purchase Intention among Gen Y and Z

Pengaruh Sosial Media Terhadap Pembentukan Brand Awareness dan Purchase Intention Merek Sepatu Olahraga

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