The Impact of Emotional Advertising on Consumer Buying Behavior for Apparel Products in Gujranwala

The purpose of the study was to determine the impact of emotional advertising on customer purchasing behaviour. High-end items, particularly garment companies, are the focus of research. It also intends to investigate the most effective advertising appeal for influencing customer purchase decisions. The question mark-based survey was done with a sample size of 150 respondents, and their reactions to various attractions such as love, joy, and excitement were recorded. Hypothetical models have been validated through the use of hypothetical analysis and structural equation modelling (SEM). The findings demonstrate that pleasant emotions such as love, laughter, and happiness have a beneficial influence on customer purchasing intentions. This study supports the favourable relationship between emotional advertising and consumer purchasing behaviour when it comes to clothing companies.

Online Star vs. Celebrity Endorsements: The Role of Self-Concept and Advertising Appeal in Influencing Purchase Intention

Despite the fact that companies increasingly value online star endorsements as Internet celebrity economy booms, scientific knowledge on the effect of online star endorsements on consumers’ purchase intention is limited. Based on the theories of self and construal level theory, this study investigates the impact of online star vs. celebrity endorsements on purchase intention and explores the underlying mechanism as well as boundary conditions. The results of four studies reveal the following: (1) Compared with no endorsement, both celebrity endorsements and online star endorsements lead to increases in consumers’ purchase intention, with no significant difference between the two. (2) Self-concept mediates these relationships; specifically, celebrity and online star endorsements activate the ideal and actual self respectively, and enhance consumers’ willingness to purchase. (3) The effect of endorsements on consumers’ purchase intention is moderated by advertising appeals. That is, celebrity endorsements enhance purchase intention when consumers are exposed to symbolic appeals in advertisements, and online star endorsements enhance purchase intention when it is matched with functional advertising appeals.

Cuteness or Coolness—How Does Different Anthropomorphic Brand Image Accelerate Consumers’ Willingness to Buy Green Products?

Green consumption is an important component of environmental protection behavior. The behaviors of individual consumers are having unprecedented impacts on the sustainable development of a green society. Previous research has discussed how anthropomorphic beneficiaries of environmental behavior (e.g., nature/earth) impact green consumption behavior and compared the influence of anthropomorphic presence and absence on consumers. However, few have examined the impact of different types of anthropomorphic carriers with environmental benefits (e.g., green product/brand) on consumers. This research explores the matching effects on the willingness of consumers to buy green products between the anthropomorphic image of the brand (cute vs. cool) and advertising appeals (self-interest vs. altruism); in addition, the underlying mechanisms of matching effects are revealed. The results show that, under the self-interested advertising appeal, the cool anthropomorphic image can lead to higher purchase intention of green products due to the mediating role played by the brand capacity trust. However, when exposed to altruistic advertising appeal, the cute anthropomorphic image can enhance brand goodwill trust of consumers and make consumers more willing to buy green products. Finally, this paper discusses the contributions and limitations.

Face consciousness and purchase intention of organic food: the moderating effect of purchase situation and advertising appeal

PurposeThis paper aims to examine the effect of face consciousness on purchase intention of organic food, to test whether this relationship would be moderated by purchase situation (group vs individual) and advertising appeal (altruistic vs egoistic), and to explain the mediating role of perceived social value in these moderating effects.Design/methodology/approachFour between-subjects experiments were carried out (N = 123, N = 126, N = 130, N = 123) by using online questionnaires. Measured variables were introduced to assess participants' face consciousness, perceived social value and purchase intention. Two manipulated between-subjects variable were introduced to test how purchase situation (group vs individual) and advertising appeal (altruistic vs egoistic) moderates the relationship between face consciousness and purchase intention of organic food. SPSS Statistics 24 was used for the analysis of all experimental data.FindingsConsumers with high face consciousness were more willing to buy organic food. Compared with the individual situation, face consciousness had a stronger impact on the purchase intention when the individual was in a group situation. Compared with egoistic appeals, face consciousness had a stronger impact on the purchase intention when the advertising appeal was altruistic. Perceived social value partly mediated the moderating effect of purchase situation and advertising appeal.Originality/valueThis study validates previous contributions on the effect of face consciousness on purchase intention of organic food and extends them by introducing two moderating variables. Additionally, it introduces perceived social value as a mediating variable to explain the mechanism of this effect.

ENSURING COMPETITIVENESS OF ENTERPRISES THROUGH THE DESIGN OF EXTERNAL ADVERTISING AS A MEANS OF MARKETING COMMUNICATION

Topicality. The relevance of this topic is due to the fact that the attention of all participants in business processes to the tools of marketing communications in product promotion has increased significantly. It has been proven that the information collected or received by consumers for the purpose of advertising helps them to determine the relevant characteristics of goods and evaluate these goods, which allows customers to rank their preferences and make decisions about choosing a product and its purchase. Thus, the main relevance of advertising is being able to adjust the preferences of potential buyers in the direction of giving preference to those products whose sale is in the interests of their sellers. However, the importance of advertising is also ensured by its impact on the habits, thinking and lifestyle of people, the formation of their behavior, their reaction to the actions of producers. The use of advertising measures in the marketing communications of the manufacturer allows him to establish direct contact with potential consumers, with whom it is not possible to establish contact under other conditions.Aim and tasks. The aim of the article is to study the design features of external advertising as an effective means of marketing communication.Research results. This paper highlights the most important factors in the design of external advertising as a means of marketing communication that affect the level of advertising effectiveness. It is proved that the design of outdoor advertising is the component of enterprise development that ensures the achievement of the best results in bringing information to the consumer, which significantly affects competitiveness. In the conditions of unstable, fast-moving external environment and intensification of competition among enterprises, their development depends on constant search and introduction of new ideas as innovations are a basis of development of the enterprises.Conclusion. The article reveals the problems of creating the design of outdoor advertising as a means of marketing communication. It shows that the distinguishing feature of outdoor advertising is that the advertising appeal should be bright, and at the same time simple and concise, such that conveys the main idea to the consumer and motivates him to concrete actions, ie built on the principle of minimalism.

Social Advertising Effectiveness in Driving Action: A Study of Positive, Negative and Coactive Appeals on Social Media

Background: Social media offers a cost-effective and wide-reaching advertising platform for marketers. Objectively testing the effectiveness of social media advertising remains difficult due to a lack of guiding frameworks and applicable behavioral measures. This study examines advertising appeals’ effectiveness in driving engagement and actions on and beyond social media platforms. Method: In an experiment, positive, negative and coactive ads were shared on social media and promoted for a week. The three ads were controlled in an A/B testing experiment to ensure applicable comparison. Measures used included impressions, likes, shares and clicks following the multi-actor social media engagement framework. Data were extracted using Facebook ads manager and website data. Significance was tested through a series of chi-square tests. Results: The promoted ads reached over 21,000 users. Significant effect was found for appeal type on engagement and behavioral actions. The findings support the use of negative advertising appeals over positive and coactive appeals. Conclusion: Practically, in the charity and environment context, advertisers aiming to drive engagement on social media as well as behavioral actions beyond social media should consider negative advertising appeals. Theoretically, this study demonstrates the value of using the multi-actor social media engagement framework to test advertising appeal effectiveness. Further, this study proposes an extension to evaluate behavioral outcomes.

Code Mixing in Health and Hygiene Products Online Advertisements in Indonesia during COVID-19 Pandemic

During the Covid-19 Pandemic, sales figures for health and hygiene products increased sharply. To promote their products, manufacturers take advantage of online media as a promotional medium for reasons of cutting costs and effectiveness. Advertisers employ a variety of creative strategies, including language usage. Certain advertisements incorporate a foreign language, such as English, into the native language. Code mixing is a sociolinguistic study that examines what happens when two languages are mixed in the same sentence in a multilingual society. The purpose of this study was to determine whether code mixing can be used to create advertising appeals in several health and hygiene products online advertisements, which according to Belch include rational and emotional appeals. Throughout the 12 health and hygiene products examined, various forms of code mixing were used as a form of advertising appeal, both rational and emotional. Code mixing can be used deliberately, for example, to attract millennial consumers. However, it could also be coincidental, as there is no equivalent word in Indonesian. Keywords: Code Mixing, Health and Hygiene Products, Online Advertisements.

STATUS AND CLASSIFICATIONS OF SLOGANES IN ADVERTISING COMMUNICATION

An advertising slogan is a special genre of advertising text that acts as a connecting link in the entire advertising campaign. In addition, slogans also perform a number of other functions, being the most important unit of advertising communication, they influence the recipients of information, affect their emotions and behavior. The relevance of the topic is due to the increased interest in the rapidly developing language of advertising. The article is devoted to general issues of the functioning of an advertising slogan in the structure of advertising activities, classification of slogans in advertising communication. Research methods are determined by the goals and objectives of the work. In a complex linguistic analysis, the following general scientific theoretical methods are used: the continuous sampling method, the descriptive-analytical method, the comparative-comparative method. The theoretical significance of this study lies in the expansion, deepening and systematization of theoretical information about the concept of an advertising slogan. The scientific and practical significance of the work lies in the fact that the materials of the study can be used in theoretical courses on advertising in the study of intercultural communication. Results. The totality of the typological characteristics of the slogan distinguishes it from the background of other verbal units of advertising appeal. These are laconicism and imagery of form, expressiveness, focus on dialogue with the addressee. The slogan of a product that is just entering the market must contain the brand name. This will allow the consumer to be remembered faster. Having analyzed the functions and typological characteristics of the slogan, we came to the conclusion that the slogan is a key autonomous element of the advertising message and can be used both in the context of advertising, being its component, and separately, having semantic, structural, compositional features. The slogan can act as a linguistic unit, independent of other elements of the advertising text, expressing the essence of the advertising campaign, the company's image, the dominant idea. Thus, the changes caused by extralinguistic factors inevitably lead to the creation of new advertising images, which in turn requires a qualitative transformation of the nature of the advertising text and the emergence of new advertising slogans.

FEATURES OF HEADLINE FORMATION IN ADVERTISING TEXT

The article deals with the system of advertising texts. Advertising is described as a phenomenon of modern society; it is such information that affects the mass consciousness; analyzing these structures one can learn that most of the advertising headlines are composed of simple sentences. The impact of advertising on the consciousness of people has a psychological impact on perception. It is advertising that enables the relationship between the addressee and the addresser, playing an important role in informing people. Advertising texts are created to purposefully induce influence and to increase the demand for the advertised product or services. Before choosing a particular mode of influence, the advertisers determine for themselves what the goal they are pursuing in a specific case, in order to achieve it in a particular type of advertising. Proposal of linguistic means, according to which the headline is built, requires a fast-reading message. The inducement of an advertising text depends primarily on the headline. Many factors are important for the success of an advertisement, but the most important expression must be a meme. Units of all levels of the language are involved in creating a text that is capable of inducing and attracting attention while being memorable. In a sentence, the factor is not only the principle of the structure of the linguistic means, but also the achievement of a certain power to influence the customer. The ultimate goal of advertising is to make someone purchase something, so in their message the advertisers must clearly inform their consumers what actions they must take in order to purchase, call, register, and etc. Advertising is an appeal, so with the ready advertising product advertisers appeal to their customers or clients, through which they hope to encourage them to make a purchase or use the services. Preparation of advertising appeal is considered one of the most important elements of advertising. The specifics of the headlines are very important. It is concluded that the peculiarity of the headline is a simple sentence structure that is understandable.