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What affects users to click social media ads and purchase intention? The roles of advertising value, emotional appeal and credibility

Wen-Kuo Chen (Department of Money and Banking, National Kaohsiung University of Science and Technology, Kaohsiung, Taiwan)
Chia-Ju Ling (Ph.D. Program in Management, Dayeh University, Changhua, Taiwan)
Chien-Wen Chen (Department of Business Administration, Feng Chia University College of Business, Taichung, Taiwan)

Asia Pacific Journal of Marketing and Logistics

ISSN: 1355-5855

Article publication date: 25 November 2022

219

Abstract

Purpose

This study is based on a web-based advertising value model, adding emotional appeal, advertising credibility, advertising clicks, product evaluation and incentive to examine the impact on consumers' product evaluation and purchase intention.

Design/methodology/approach

In total, 313 valid online questionnaires were collected from those who had browsed the social media advertisement.

Findings

The results show that advertising credibility and emotional appeal have a higher impact on advertising attitude than informativeness and irritation in the original web-based advertising value model.

Research limitations/implications

The findings strengthen the literature on the antecedents of advertising attitude in social media context, confirming advertising clicks as a predictor of product evaluation, and determining that advertising attitude, product evaluation and incentive play key roles as predictors of consumer purchase intention.

Practical implications

The findings are particularly relevant to advertising marketing managers. In the context of social media advertising, the advertising credibility of consumers is the key to increasing consumers' willingness to purchase. Advertisers must establish a good advertising reputation to consumers in the social media context.

Originality/value

This study combines the web-based advertising value model, advertising clicks, product evaluation and incentive to investigate the factors that influence customers' purchase decisions in the context of social media.

Keywords

Citation

Chen, W.-K., Ling, C.-J. and Chen, C.-W. (2022), "What affects users to click social media ads and purchase intention? The roles of advertising value, emotional appeal and credibility", Asia Pacific Journal of Marketing and Logistics, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/APJML-01-2022-0084

Publisher

:

Emerald Publishing Limited

Copyright © 2022, Emerald Publishing Limited

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