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The advertising effects of product and corporate advertising on Facebook : an experimental study into the effects of message appeal and advertising type on attitude toward advertising, product attitude, corporate reputation, and purchase intention on Facebook

Myroslav, Martynov (2018) The advertising effects of product and corporate advertising on Facebook : an experimental study into the effects of message appeal and advertising type on attitude toward advertising, product attitude, corporate reputation, and purchase intention on Facebook.

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Abstract:The study examines knowledge derived from previous research on advertising effectiveness in product and corporate advertising and investigates whether a highinvolvement product works more effectively with rational or emotional message appeal. The use of advertising on Facebook has increased. Simultaneously, the difference between product and corporate advertising becomes less evident for stakeholders in terms of advertising goals. Corporate advertising, as well as product advertising, can promote product sales that increase skepticism towards advertising intentions for corporate advertisement. This study used a 2 (product-focused vs. corporate) x 2 (rational vs. emotional) experimental design (n=110). Attitude toward advertising, product attitude, purchase intention, and corporate reputation are used as dependent variables. An online survey was used to collect the data. Participants were aged between 18 to 59 (M=26.66, SD=8.14) and 41% of respondents were male (n=45) and 59% of respondents were female (n=65). The results showed that corporate advertising positively influences attitude toward advertising and corporate reputation and attitude toward advertising mediates the relationship between advertising type and corporate reputation. The message appeal, product attitude, and purchase intention showed statistically insignificant results for all scenarios. The interaction of message appeal and advertising type was insignificant too.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/75091
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