Advertising value of online advertisement on sustainable brand purchase intention: The moderating role of user-generated video among Gen Z in Malaysia

Abstract

The global population post-pandemic has fuelled the sustainability movement worldwide where consumers have transitioned from offline to online businesses. Increased sustainable users lead to businesses actively promoting their products using online advertisements. Nonetheless, research on the advertising value of online ads and their effect on sustainable customers remains scarce. Hence, this study aims to increase understanding of online advertisement value by applying the Ducoffe advertising value model. Specifically, the factors that determine customers’ advertising value based on credibility, perceived entertainment, and informativeness were examined using user-generated video (UGV) as a moderator. Data were gathered from 250 sustainable product customers in Malaysia, while the proposed conceptual model was assessed using the Partial Least Squares (PLS) method. The findings revealed a significant direct relationship between informativeness and a significant indirect relationship between UGV in advertisements towards sustainable product purchase intention. Conversely, no significant relationship on credibility and perceived entertainment was discovered. The results significantly contribute to sustainability literature and advertisement strategy implications.