Impact of Advertising Appeals on
Purchase Intention with the Mediating Role of Customer’ Attitude towards Advertisement
Nayanamini, S.R.C. and Leninkumar, V.
Trincomalee
Campus, Eastern University, Sri Lanka. nayanaminichalani@gmail.com, vithyal@esn.ac.lk
ABSTRACT
This study examines the impact of advertising appeals on
purchase intention in the facial cream market, with particular emphasis on the
mediating role of customer attitudes toward advertisements. The research
focuses on three dimensions of advertising appeals: emotional appeal, rational
appeal, and celebrity endorsement. A quantitative research design was employed,
and data were collected from 384 respondents. The data were analyzed using
descriptive statistics, correlation analysis, and regression techniques to test
the proposed relationships.
The findings reveal that advertising appeals significantly
influence customer attitudes toward advertisements, which in turn positively
affect purchase intention. Importantly, customer attitude toward advertisement
was identified as a key mediating variable in the relationship between
advertising appeals and purchase intention. The results indicate a partial
mediation effect, suggesting that advertising appeals affect purchase intention
both directly and indirectly through customer attitudes.
This study offers valuable insights for cosmetic marketers
by highlighting the importance of designing emotionally engaging and
strategically balanced advertising messages to enhance consumer attitudes and
purchase intentions. Future research could expand the study to broader
geographic regions and explore similar relationships across different product
categories to enhance external validity.
Keywords: Advertising Appeals, Emotional Appeal, Rational
Appeal, Celebrity Endorsement, Customer Attitude toward Advertisement, Purchase
Intention.
I. INTRODUCTION
I.I. Background
of the study
The
global cosmetics industry has experienced substantial growth in recent years,
driven by increasing consumer awareness of personal care, beauty, and overall
well-being. Factors such as evolving lifestyle patterns, rising disposable
incomes, rapid urbanization, and the pervasive influence of digital media have
significantly accelerated demand across diverse product categories. Despite
economic fluctuations and market uncertainties, the cosmetics sector has
consistently demonstrated resilience and adaptability. However, the outbreak of
the COVID-19 pandemic, which initially disrupted major markets in Asia, one of
the leading regions in cosmetics production and consumption, had a significant
impact on global supply chains, consumer purchasing behaviour, and retail
operations. Consequently, key segments including personal care, hair care, body
care, and skincare experienced a notable decline and required considerable time
to recover. However, the post-pandemic period has shown gradual stabilization
and renewed growth, highlighting the industry's capacity to adapt to shifting
consumer priorities and evolving market dynamics (Roszi, Mohamad, Maryam, &
Zamry, 2024).
Within
this highly competitive environment, advertising plays a critical role in
enabling cosmetic brands to reach and influence their target audiences.
Contemporary consumers are continuously exposed to a vast volume of brand
communications, making it increasingly challenging for marketers to capture
attention and effectively convey brand messages. As a result, the success of
advertising campaigns depends on several strategic factors, such as brand
positioning, creativity, media selection, timing, and message intensity
(Ganjoo, 2021).
A
central component of advertising effectiveness is the advertising appeal, or
message strategy, which is instrumental in attracting consumer attention,
shaping brand perceptions, and influencing purchase intention. Marketing
practitioners face ongoing challenges in selecting appropriate advertising
appeals such as romance, humor, fear, fantasy, adventure, and emotional or
rational cues to elicit desired consumer responses. The suitability of these
appeals is often determined by product characteristics, brand positioning,
perceived benefits, and cultural context (Zafran & Masud, 2023).
Emotional
advertising appeals are particularly significant in the cosmetics industry, as
consumer decisions regarding products such as facial creams are often
influenced by social and psychological needs. Consumers often choose cosmetic
products based on how they feel, how the product reflects their self-image, and
the emotional satisfaction it gives them, rather than focusing only on the
product’s features or technical details. Emotional appeals, therefore, play a
vital role in fulfilling psychological needs and enhancing consumer engagement
(Shukor, Sulaiman, Chin, & Zakuan, 2016).
Conversely, rational advertising appeals emphasize product
attributes, functional benefits, and scientific evidence, aiming to influence
consumer decision-making through logical evaluation and information processing.
In the skincare and cosmetics sector, such appeals often highlight efficacy,
ingredients, and dermatological validation to build credibility and trust
(Long, 2024).
Another
widely adopted marketing communication strategy in the cosmetics industry is
celebrity endorsement, which is used to enhance brand image and consumer trust.
Advertisers often assume that celebrity endorsements can positively influence
purchase intention, improve brand recall, and strengthen advertising
effectiveness by leveraging the credibility and attractiveness of well-known
personalities (Chan, Ng, Edwin K, & Luk, 2017).
Purchase
intention represents the likelihood that a consumer will plan or be willing to purchase
a particular product based on the alignment between product attributes and
personal needs. However, it is important to note that purchase intention does
not necessarily translate into actual purchase behaviour unless the consumer
follows through with the decision-making process (Shukor, Sulaiman, Chin, &
Zakuan, 2016).
In
this context, consumers’ attitudes toward advertising have been widely examined
as a critical determinant of advertising effectiveness. Such attitudes reflect
individuals’ overall evaluations: favourable or unfavourable of advertising
messages and significantly influence how consumers respond to marketing
communications (Singh & Gautam, 2020). Consequently, understanding the
mediating role of consumer attitudes toward advertising is essential for
explaining how different advertising appeals ultimately shape purchase
intention.
I.II. Problem
Statement
In
today’s highly competitive cosmetics industry, marketers face increasing
challenges in designing effective advertising strategies that can successfully
influence consumer purchase intention. The proliferation of advertising
messages across multiple media platforms has made it difficult for brands to
capture consumer attention and create meaningful engagement. As a result,
selecting the most effective advertising appeal has become a critical yet
complex decision for marketers.
Despite
the widespread use of emotional and rational appeals
Without
a comprehensive understanding of how different advertising appeals influence
purchase intention both directly and indirectly through consumer attitudes, marketers
may struggle to allocate resources efficiently and design impactful campaigns.
This issue is further compounded in the post-pandemic environment, where
consumer preferences, media consumption habits, and purchasing behaviours have
undergone significant changes.
Therefore,
this study seeks to address these gaps by examining the impact of advertising
appeals on purchase intention, with a specific focus on the mediating role of
consumers’ attitudes toward advertising in the cosmetics industry. By providing
empirical evidence within a specific market context, this research aims to
contribute to both academic literature and practical marketing strategies
I.III.
Research Objectives
1. To examine the
impact of advertising appeals on the purchase intention of facial cream
2. To examine the
impact of advertising appeals on customer’ attitude towards advertisement of
facial cream
3. To examine the
impact of customer’ attitude towards advertisement on purchase intention of
facial cream
4. To examine the
mediating impact of customer’ attitude towards advertisement between
advertising appeals and Purchase intention
II. BREIF
LITERATURE REVIEW AND CONCEPTUAL FRAMEWORK
II.I. Advertising
Any type of paid, impersonal communication by a designated
sponsor about a company, good, service, or concept is considered advertising.
The term "paid" in this definition refers to the requirement that
advertising space or time be purchased, with the exception of public service
announcements, where media outlets contribute the space or time. Because of its
impersonal nature, the advertising uses mass media (such as radio, television,
magazines, and newspapers) that have the ability to reach a wide audience.
Since advertising is impersonal, there is typically no chance for the recipient
of the message to provide rapid reaction, with the exception of direct
response marketing
Advertising is a
type of communication that usually aims to convince potential consumers to buy
or use more of a specific brand of good or service. It is a component of
business strategies to establish, structure, and, if feasible, regulate
markets, particularly for mass-produced consumer goods. The goal of many ads is
to boost the consumption of those goods and services by developing and
reimagining the "brand image."
II.II.
Advertising Appeal
The appeal
of an advertisement reflects core message behind the advertisement
Advertising Appeals are powerful communication methods that capture
people's attention and encourage them to acquire a specific product or service
The goal of
advertising appeals is to change consumers' perceptions of themselves and the
potential financial gain of buying a product. Consequently, the consumer's
decision to buy is influenced by the message conveyed through advertising
appeals. Accurate information that focuses on the features of the product is
the foundation of advertising appeals. Subgroups of advertising benefits and
appeals include amusement, such as humorous content and interactive
games which increase consumer involvement and enjoyment, and informative
content which raises product benefits and features that positively alter
consumers' state of mind
II.III.
Rational Appeal
The informational or rational appeals are used to persuade
customers about their product, which has a unique selling point that solves
consumer problems. The purpose of informative or rational appeals is to
persuade customers to purchase a specific brand. Furthermore, rational
advertising appeals seek to promote information on the benefits or reasons for
adopting such a product, such as the comfort, convenience, and economy that it provides. Quality,
durability, efficiency, performance, dependability, and product efficacy are
some of the other reasons rational advertising appeals exist. All of these
rational persuasive motives are significant for customers who deliver
information about various products and segments of the market
Rational
Appeals, sometimes called informative, informational, or logical appeals, rely
on logic, reason, and evidence. These arguments assume that consumers make
logical and reasoned conclusions during the decision-making process. Rational
Appeals emphasize product benefits, quality, features, function, price,
information packaging, purchase time, place, characteristics, and their
efficiency
II.IV.
Emotional Appeals
Emotional
Appeals aim to address consumers' psychological or social requirements.
Emotional Appeals rely on appealing to customers' feelings, which can be
divided into two categories: personal and social. Personal feelings include
laughter, fear, love, pleasure, and happiness, whereas social-based feelings
encompass status, shame, gratitude, respect, rejection, and more. Emotions can
be positive or negative. Positive emotional appeals include love and comedy,
negative emotional appeals elicit fear, fright, and guilt
In
today's environment, many businesses rely on emotional appeals in their
marketing to attract customers or influence purchasing decisions. Cosmetic
companies, like other businesses, employ emotional appeals to entice customers
to buy their products or draw their attention to a certain product. These
companies use emotional appeals because they deal directly with the consumer's
feelings, which tend to psychologically stimulate the consumer by instilling
emotions and feelings like happiness and joy. Believed that cosmetics marketers
appeal to consumers' emotions through emotional appeals, providing them a
reason to buy cosmetics. For example, they depict someone with wrinkles,
pimples, or stretch marks on her face and another depiction of the same person
without those ailments
II.V. Celebrity
Endorsement
Celebrities
are a potent asset for marketers since they can serve as a significant
reference group. Celebrities can serve as long term brand ambassadors, advocate
products, or provide testimonies regarding the advantages of utilizing them
II.VI. Customer’ Attitude towards advertisement
By establishing a link between people's thoughts and
actions, perception and learning can work together to influence the development
of predetermined attitudes. Since attitudes are thought to be the connection
between what customers think and, eventually, what they buy, they are a crucial
component of consumer theory
II.VII. Cosmetic
Industry
In the global cosmetics market, the skincare category now
has the most market share, while the women's segment is expected to grow at
the fastest rate (Roszi Naszariah
Nasani Naseri el al., 2024). The study refers to cosmetics as things
that beautify the skin, hair, or teeth, such as makeup, lotions, beauty creams,
and scents. Some of these cosmetics include Optimal Anti-Aging Cream, Avalon
Organic Cream, Dove Beauty Cream, Nivea Cream, Vaseline, Beauty Fair Body
Lotion, Clear Win Soap, Skin Clear Soap, Eveeno Skin Lotion, Skin Success,
Beauty Glow Cream, Johnson Cream, Johnson Body Oil, Pears Soap, Pears Oil, Dove
Soap, Lux Soap, White Powder, Brown Powder, Lipsticks,
and many others
II.VIII.
Purchase Intention
The idea of purchasing intention refers to consumers'
propensity to actively look for relevant information and make decisions about
the goods or services they want
II.IX.
Conceptual Framework
Three variables were conceptualised as below such as
Advertising Appeal is the independent variable and Purchase Intention is the
dependent variable and Customer’Attitude towards advertisement for this study
purpose.
 |
Source: Developed
for Study Purpose
Following hypothesis are derived from the
conceptual framework:
H1: Advertising Appeal has a
positive impact on Purchase Intention.
H2: advertising
appeal has a positive impact on customer’ attitude towards advertisement.
H3: customer’
attitude towards advertisement has a positive impact on Purchase intention
H4: As
the mediating role customer’ attitude towards advertisement has a positive impact on advertising appeal and
purchase intention.
III. RESEARCH
METHODOLOGY
III.I.
Research approach
According to
III.II.
Population and sampling design
According
to
Convenience
sampling method is a non-probability Sampling technique where members of the
target population who satisfy specific requirements, such as ease of access,
close nearby locations, availability at a specific moment, or readiness to
participate, are selected. Additionally, convenience sampling is
cost-effective, and the participants are easily accessible
III.III.
Data Analysis
Measure of Reliability analysis,
correlation and regression analysis were done using IBM SPSS statistics -22.
Regression analysis was done to fit the model and Sobel test was used to
determine the indirect effect of independent variable on dependent variable.
IV. DATA
ANALYSIS AND FINDINGS
IV.I. Correlation
Analysis
The
correlation coefficient is the measurement that measures the strength of the
relationship between two variables and finds out the direction of the
relationship
Table IV.I Correlations
|
Correlations |
||||
|
|
advertising appeal |
Customer’ attitude towards advertisement |
Purchase Intention |
|
|
Advertising Appeal |
Pearson Correlation |
1 |
0.655 |
0.787 |
|
Sig. (2-tailed) |
|
0.000 |
0.000 |
|
|
Customer’ attitude towards advertisement |
Pearson Correlation |
0.655 |
1 |
0.722 |
|
Sig. (2-tailed) |
0.000 |
|
0.000 |
|
|
Purchase Intention |
Pearson Correlation |
0.787 |
0.722 |
1 |
|
Sig. (2-tailed) |
0.000 |
0.000 |
|
|
|
Correlation is significant at the 0.01
level (2-tailed). |
||||
Survey Data 2024
This correlation table shows the relationship between
Advertising Appeal, Customer Attitude toward Advertisement, and Purchase
Intention using Pearson correlation analysis. There is a strong positive
relationship between Advertising Appeal and Customer Attitude toward
Advertisement (r = 0.655, p = 0.000). This means that more appealing
advertisements tend to create more positive customer attitudes. There is also a
very strong positive relationship between Advertising Appeal and Purchase
Intention (r = 0.787, p = 0.000). This suggests that attractive advertisements
significantly increase customers’ intention to purchase. Similarly, Customer
Attitude toward Advertisement has a strong positive relationship with Purchase
Intention (r = 0.722, p = 0.000). Customers with positive attitudes toward
advertisements are more likely to intend to buy the product. Since all p-values
are less than 0.01, all relationships are statistically significant at the 1%
level. Overall, the findings indicate that advertising appeal positively
influences customer attitudes and purchase intention.
IV.II.Regression Analysis
Table IV.II: Regression Analysis between Dependent and Independent
Variables
|
Model Summary |
||||
|
Model |
R |
R Square |
Adjusted R Square |
Std. Error of the
Estimate |
|
1 |
0.787 |
0.619 |
0.618 |
0.55047 |
|
a. Predictors: (Constant) Advertising appeal b. Dependent Variable : Purchase Intention |
||||
Source: Survey data
The
model summary demonstrates the impact of advertising appeal on purchase
intention. The correlation coefficient (R) is 0.787 demonstrating a strong
positive impact of advertising appeal on the dependent variable, purchase
intention. The R square value 0.619 indicates that approximately 61.9% of the
variability in consumer purchase intention can be explained by advertising
appeal. The adjusted R square considers the number of predictors is 0.618.
Overall results demonstrate that Advertising appeal significantly impact on
purchase intention
|
ANOVAa |
||||||
|
Model |
Sum of Squares |
df |
Mean Square |
F |
Sig. |
|
|
1 |
Regression |
187.636 |
1 |
187.636 |
619.229 |
0.000b |
|
Residual |
115.449 |
381 |
0.303 |
|
|
|
|
Total |
303.086 |
382 |
|
|
|
|
|
a. Dependent Variable: Purchase Intention |
||||||
|
b. Predictors: (Constant) Advertising
appeal |
||||||
Source
(Survey Data, 2024)
According
to table, the ANOVA results indicate that the regression model, with
Advertising Appeal as the predictor, significantly explains variations in
consumer purchase intention. The regression sum of squares (187.636)
indicates that advertising appeal explains a significant amount of the total
variance in purchase intention, whereas the residual sum of squares (115.449)
represents the variance that the model does not account for. The F-statistic
(619.229) indicates that the association between advertising appeal and
purchase intention is statistically significant at the P<0.01 level. This
high F-value suggests that the predictor (advertising appeal) has a significant
effect on the dependent variable (purchase intention). In conclusion, the data
demonstrates that advertising appeal significantly impact on purchase
intention.
Table 4.19 Coefficient
|
Coefficientsa |
||||||
|
Model |
Unstandardized Coefficients |
Standardized Coefficients |
t |
Sig. |
||
|
B |
Std. Error |
Beta |
||||
|
1 |
(Constant) |
0.468 |
0.131 |
|
3.563 |
0.000 |
|
Advertising appeal |
0.944 |
0.038 |
0.787 |
24.884 |
0.000 |
|
The
regression results indicate that advertising appeal has a significant and
positive impact on purchase intention. The unstandardized coefficient (B =
0.944) suggests that for every one-unit increase in advertising appeal, the
dependent variable increases by 0.994 units, holding other factors constant.
The standardized coefficient (Beta = 0.787) highlights a strong positive relationship
in advertising appeal. The t-value (24.884) is large, and the associated
p-value (Sig. = 0.000) is highly significant (p < 0.05) confirming the importance
advertising appeal explaining variations in the dependent variable. Furthermore,
the constant (B = 0.468) represents the baseline level of the dependent
variable and is also statistically significant (Sig. = 0.000). These findings
underline advertising appeal impact on purchase intention in facial cream
products.
To identify the Impact of
advertising appeals on customer’ attitude towards advertisement of facial cream
|
Model Summary |
||||
|
Model |
R |
R Square |
Adjusted R Square |
Std. Error of the Estimate |
|
1 |
.655a |
.429 |
.427 |
.67885 |
|
a. Predictors: (Constant) Advertising appeal |
||||
Source (Survey Data, 2024)
The study determines how advertising appeals affect
customer' attitude toward facial cream advertisement. The R-value of 0.655
implies a moderate to strongly favorable relationship between advertising
appeals and customer attitudes. This implies that as advertising appeals become
more effective, customer’ attitude toward advertisements improve. The R Square
score of 0.429 indicates that advertising appeals account for 42.9% of the
variation in customer attitudes regarding advertisements. Findings demonstrates
that there is moderate Impact on advertising appeal on customer’ attitude
towards advertisements.
Table 4.21 Anova
|
ANOVAa |
||||||
|
Model |
Sum of Squares |
df |
Mean Square |
F |
Sig. |
|
|
1 |
Regression |
131.726 |
1 |
131.726 |
285.844 |
.000b |
|
Residual |
175.577 |
381 |
.461 |
|
|
|
|
Total |
307.303 |
382 |
|
|
|
|
|
a. Dependent Variable: Customer’ attitude
towards advertisement |
||||||
|
b. Predictors: (Constant) Advertising
appeal |
||||||
Source (Survey Data, 2024)
The ANOVA results reveal that the regression model,
which examines the effect of advertising appeal on customer attitude toward
advertisements, is statistically significant. The regression sum of squares
(131.726) indicates that advertising appeal explains a significant portion of
the total variance in customer attitude toward advertisements. Confirming that
the advertising appeal and customer attitude is statistically significant at
the P<0.01 level. Overall, the
results highlight that advertising appeal has a strong and statistically
significant impact on shaping customer attitudes toward advertisements.
Coefficients
|
Coefficientsa |
||||||
|
Model |
Unstandardized Coefficients |
Standardized Coefficients |
T |
Sig. |
||
|
B |
Std. Error |
Beta |
||||
|
1 |
(Constant) |
.799 |
.162 |
|
4.932 |
.000 |
|
Advertising appeal |
.791 |
.047 |
.655 |
16.907 |
.000 |
|
Source (Survey Data, 2024)
The findings indicate a considerable positive association
between advertising appeal and customer attitude toward advertisements. The
constant (0.799) represents a baseline positive attitude in the absence of
advertising appeal, but the unstandardized coefficient shows that each one-unit
increase in advertising appeal results in a 0.791 unit improvement in customer
attitude. The standardized coefficient 0.655 indicates that advertisement
appeal has a strong influence, as evidenced by a significant value (16.907).
These findings indicate that increasing advertising appeal effectively improves
customer attitudes.
To identify
the Impact of customer’ attitude towards advertisement on purchase intention
Model Summary
|
Model Summary |
||||
|
Model |
R |
R Square |
Adjusted R Square |
Std. Error of the Estimate |
|
1 |
.722a |
.521 |
.520 |
.61728 |
|
a. Predictors: (Constant) Customer attitude towards advertisement |
||||
Source (Survey Data, 2024)
The model summary emphasizes the
effect of customer’ attitude toward advertisements on purchase intention.
The R-value of 0.722 indicates a substantial positive correlation, implying
that positive consumer attitudes regarding advertisements are significantly
connected with increased purchase intention. With a R Square value of 0.521,
buyers' views about advertisements account for 52.1% of the variance in
purchase intention. The Adjusted R Square of 0.520 verifies the model's
dependability by controlling for the number of predictors. The Standard Error
of the Estimate (0.61728) represents the average deviation of actual values
from predicted values, indicating high predictive accuracy. Overall, the
study found that customer’ attitude toward advertisement are a strong
predictor of purchase intention.
Anova
|
ANOVAa |
||||||
|
Model |
Sum of Squares |
df |
Mean Square |
F |
Sig. |
|
|
1 |
Regression |
102.102 |
1 |
102.102 |
185.304 |
.000b |
|
Residual |
175.767 |
319 |
.551 |
|
|
|
|
Total |
277.869 |
320 |
|
|
|
|
|
a. Dependent Variable: Purchase intention |
||||||
|
b. Predictors: (Constant) Customer’ attitude towards advertisement |
||||||
Source (Survey Data, 2024)
The ANOVA results assess the
model's ability to predict purchase intention based on consumer' attitudes
towards advertisement. The Regression Sum of Squares (102.102) represents the
variance in purchase intention explained by the predictor. The residual sum of
squares (175.767) reflects unexplained variance, whereas the total sum of
squares (277.869) represents overall variance. The F-value (185.304), which is
unusually high, illustrates the model's excellent explanatory power. The
p-value (Sig.) of 0.000 indicates that the effect of customer attitudes on
purchase intention is statistically significant. This demonstrates the
importance of customer’ attitude affecting purchase intention.
Coefficient
|
Coefficientsa |
||||||
|
Model |
Unstandardized Coefficients |
Standardized Coefficients |
t |
Sig. |
||
|
B |
Std. Error |
Beta |
||||
|
1 |
(Constant) |
1.171 |
.126 |
|
9.266 |
.000 |
|
Customer’ attitude towards advertisement |
.717 |
.053 |
.722 |
20.357 |
.000 |
|
Source (Survey Data, 2024)
The coefficients table depicts the impact of customer’
attitude towards advertisement on purchase intention. The constant (B =
1.171) represents the initial degree of purchase intention when the customer's
attitude is zero. The unstandardized coefficient for customer attitude (B =
0.717) shows that for every one-unit increase in customer attitude, purchase
intention rises by 0.717 units. The standardized coefficient (Beta = 0.722)
indicates a high positive correlation between the two variables. The t-value (20.357)
and p-value (Sig. = 0.000) show that the association is highly statistically
significant. This shows that customer’ attitude towards advertisements has a
positive impact on purchase intention.
To identify the mediation impact of
customer’ attitude between Advertising appeals and Purchase intention
Model Summary
|
Model Summary |
||||
|
Model |
R |
R Square |
Adjusted R Square |
Std. Error of the Estimate |
|
1 |
.833a |
.694 |
.692 |
.49416 |
|
a. Predictors: (Constant) Advertising
appeal, customer’ attitude towards advertisement b. Dependent variable – Purchase Intention |
||||
Source
(Survey Data, 2024)
The model summary assesses the combined impact of
advertising appeals and customer attitudes towards advertisements on purchase
intent. The R-value (0.833) indicates a strong positive correlation, implying
that the predictors have a significant link with purchase intention. According
to the R Square (0.694), advertising appeals and customer' attitude
towards advertisement account for 69.4% of the variance in purchase
intention. Adjusted R Square (0.692) verifies the model's dependability after
accounting for the number of predictors. The Standard Error of the Estimate
(0.49416) represents a low average variation between actual and anticipated
values, indicating strong predictive accuracy. Overall, the model shows that
advertising appeals and customer' attitudes have a considerable influence on
purchase intention.
Anova
|
ANOVAa |
||||||
|
Model |
Sum of Squares |
df |
Mean Square |
F |
Sig. |
|
|
1 |
Regression |
102.102 |
1 |
102.102 |
185.304 |
.000b |
|
Residual |
175.767 |
319 |
.551 |
|
|
|
|
Total |
277.869 |
320 |
|
|
|
|
|
a. Dependent Variable: Purchase intention |
||||||
|
a. Predictors: (Constant) Advertising
appeal, Customer’ attitude towards advertisement |
||||||
Source (Survey Data, 2024)
The ANOVA table assesses the
model's ability to predict purchase intention using advertising appeals and
customer perceptions regarding advertisements. The Regression Sum of Squares
(102.102) indicates the variation in purchase intention caused by the predictors,
whereas the Residual Sum of Squares (175.767) represents the unexplained
variation. The F-value (185.304), calculated by dividing the regression mean
square by the residual mean square, is very high, showing that the model
successfully accounts for the variance in purchase intention. The p-value
(Sig.) of 0.000 indicates that the predictors, advertising appeals and customer
attitudes, have a statistically significant effect on purchase intention.
Table 4.28 Coefficients
|
Coefficientsa |
||||||
|
Model |
Unstandardized Coefficients |
Standardized Coefficients |
t |
Sig. |
||
|
B |
Std. Error |
Beta |
||||
|
1 |
(Constant) |
.181 |
.122 |
|
1.488 |
.137 |
|
Customer’attitude towards advertisement |
.359 |
.037 |
.362 |
9.632 |
.000 |
|
|
Advertising appeal |
.660 |
.045 |
.550 |
14.646 |
.000 |
|
|
a. Dependent Variable: Purchase intention |
||||||
Source (Survey Data, 2024)
The coefficients table investigates how customer’ attitude
towards advertisement and advertising appeals influence purchase
intention. The constant (B = 0.181) indicates the baseline purchase intention
when both predictors are zero, however it is not statistically significant (p =
0.137). The unstandardized coefficient for customer attitude toward
advertisements (B = 0.359) shows that a one unit increase in customer attitude
boosts purchase intention by 0.359 units, with a Beta of 0.362 indicating a
moderate positive effect. The unstandardized coefficient for advertising appeal
(B = 0.660) demonstrates that a one unit increase in advertising appeal results
in a 0.660-unit rise in purchase intention, with a Beta of 0.550, indicating a
higher positive impact than customer attitude. Both predictors show statistical
significance (p = 0.000). Advertising appeal showing a greater influence on
purchase intention than customer’ attitude towards advertisement.
Sobel
Test
In
the mediation analysis, the researcher examined the relationship between the
independent variable (Advertising appeal) and the dependent variable (Purchase
intention) with customer’ attitude towards advertisement as the mediating
variable. Following analysis describe the mediator analysis.
a= regression
coefficient for the association between independent and mediator.
b= coefficient
for the association between the mediator and the dependent variable.
sa= Standard
error a.
sb= Standard
error b.
According to
the regression outputs in the current study, the following figures have to be
utilized for calculating the proposed mediating effect of flow experience.
|
|
a |
b |
Sa |
Sb |
|
Advertising Appeal |
.0.791 |
.0.717 |
0.047 |
0.035 |
Source
(Survey Data,2024)
a(sa)
= B.791 se (0.047)
b(sb)
= B.717 se (0.035)
|
Coefficientsa |
||||||
|
Model |
Unstandardized Coefficients |
Standardized Coefficients |
t |
Sig. |
||
|
B |
Std. Error |
Beta |
||||
|
1 |
(Constant) |
0.799 |
0.162 |
|
4.932 |
.000 |
|
Advertising appeal |
0.791 |
0.047 |
0.655 |
16.907 |
.000 |
|
Source
(Survey Data,2024)
|
Coefficientsa |
||||||
|
Model |
Unstandardized Coefficients |
Standardized Coefficients |
t |
Sig. |
||
|
B |
Std. Error |
Beta |
||||
|
1 |
(Constant) |
1.171 |
.126 |
|
9.266 |
.000 |
|
Customer’attitude towards advertisement |
.717 |
.035 |
.722 |
20.357 |
.000 |
|
Source
(Survey Data,2024)
|
Variables |
Sobel Test |
||
|
Test statistics |
Std. Error: |
p-value |
|
|
Advertising appeal |
13.00412218 |
0.04361286 |
0.000 |
Source (Survey Data,2024
The
Sobel test showed a statistically significant mediating effect between
advertising appeal and consumer purchase intention. The p- value of 0.000
indicates that the indirect effect of advertising appeal on consumer purchase
intention through customer’ attitude towards advertisement is statistically
significant. This suggest that the impact of advertising appeal on purchase
intention is not only due to direct effect but also involves an indirect impact
through the mediating variable.
To
determine the point estimates of the indirect effect with a statistically
significant P- value in the Sobel test, the researcher calculates the
unstandardized beta coefficient for the A*B.
Point
Effect = 0.791* 0.717 = 0.567147
The
points effect indicate that the indirect effect quantifies how much of the
independent variables impact on the dependent variable is mediated through the
mediating variable. The value 0.567147 is the estimate of the indirect effect
between advertising appeal and purchase intention through customer’ attitude
towards advertisement.
Table IV.III: Summary of Hypothesis Results
|
|
Hypothesis |
P- Value |
Beta |
Conclusion |
|
H1 |
Advertising Appeal has a positive impact on
Purchase Intention. |
0.000 |
0.787 |
Accepted |
|
H2 |
advertising appeal has a positive impact on
customer’ attitude towards advertisement. |
0.000 |
0.655 |
Accepted |
|
H3 |
customer’ attitude towards advertisement has
a positive impact on Purchase intention. |
0.000 |
0.722 |
Accepted |
|
H4 |
As the mediating role customer’ attitude
towards advertisement has a positive impact on advertising appeal and
purchase intention. |
0.000 |
|
Accepted |
Source (Survey Data,2024)
V.I. Conclusions
The Study investigates the impact of Advertising appeals
(Rational appeal, Emotional appeal, and Celebrity Endorsement) on Purchase
Intention in the Facial cream market, mediated by customer’ attitude towards
advertisement. The study identified the gaps and emphasizing the need to
explore how advertising appeals rational, emotional, and celebrity endorsement
affect consumer behaviour. The study's objectives included examining direct and
mediated impact between advertising appeals, customer attitudes, and purchase
intention.
Literature review contextualized advertising appeals and
customer attitudes as critical variables influencing purchase intention. The
conceptual framework positioned advertising appeal as the independent variable,
purchase intention as the dependent variable, and customer’ attitude toward
advertisement as a mediating variable. A quantitative approach using survey
data from 383 respondents through convenience sampling method. Statistical
tests, including reliability analysis, correlation, regression, and Sobel
tests, were conducted using SPSS software. Research findings demonstrated that
advertising appeal and customer’ attitude towards advertisement has a positive
impact on purchase intention. Furthermore it is showed advertising appeal
(0.944) has more impact on purchase intention than customer’ attitude towards
advertisement ( 0.717) And also
customer’ attitude towards advertisement positive impact on advertising appeal
and purchase intention. The results confirm that well-structured advertising
appeals can foster favourable attitudes, enhancing purchase intentions.
V.II. Recommendations
To enhance the impact of advertising appeals on purchase
intention, marketers in the facial cream market should emphasize rational
appeal, emotional appeal, celebrity endorsement. For Rational appeals
advertisements should clearly highlight product's features and benefits, high
quality elements, emphasize the safety, demonstrating productivity. Regarding
emotional appeals integrating visual elements, inspiring good music, stories,
highlights family intimacy, including adventure or thrilling scene. For celebrity
endorsements, selecting well aligned endorsers with attractive attributes,
credibility, and expertise is crucial for building trust and brand
associations. Enhancing customer’ attitude towards advertisement also be a
priority for marketers, Marketers should make sure that their ads are reliable,
trustworthy, entertaining, pleasing, exciting.
These can be favourable impact on the attitudes and views of consumers
towards advertisements. To increase purchase intention, use consistent
messaging across rational, emotional, and celebrity endorsements. Efforts
should be directed toward creating compelling advertisements that not only
capture attention but also motivate consumers to buy and recommend products.
Furthermore, businesses should constantly monitor consumer feedback to improve
strategies and ensure alignment with changing consumer expectations and
preferences. Advertising media is a key channel for delivering appeals and
influencing customer attitudes. Focus on social media platforms like facebook,
instragram, and other media are highly favoured by target audience. This study
recommended to schedule evening hours (6 P.M. - 10 P.M) when engagement levels
are highest.
V.III. Future Research
Directions
Future research can be broaden its
geographical scope to include other districts or regions, allowing for
comparative analysis and generalization across Sri Lanka. Expanding the study
to other cosmetic products such as skincare or healthcare items, would provide
a more comprehensive understanding of advertising effectiveness. Longitudinal
studies are recommended to observe how consumer attitudes and purchase
intentions evolve over time. Additionally exploring the role of emerging
technologies, such as AI driven personalization could reveal new opportunities
for innovative advertising. Finally cross cultural studies can provide insights
into the impact of sociocultural differences on the effectiveness of
advertising appeals.
VI.
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