Abstract
This study aims to understand the impact of advertising creativity on purchase intention in the airline industry. To this end, drawing on the Stimulus-Organism-Response (S-O-R) framework, the associations among advertising creativity, attitude toward advertising, flow experience, and purchase intention were investigated. Utilizing a total sample of 174 respondents in Turkey, the partial least squares structural equation modeling (PLS-SEM) approach was adopted to testing the research model. The results suggest that advertising creativity significantly affects purchase intention, attitude toward advertising, and flow experience. On the other hand, flow experience has no significant effect on purchase intention. Furthermore, attitude toward advertising mediates the relationship between advertising creativity and purchase intention.
Highlights
The advertising expenses of airlines have increased steadily in recent years
Considering that creative advertisements are original, innovative, novel, and distinctive (El-Murad & West, 2004), these characteristics can build positive cognitive and emotional perceptions in consumers and subsequently affect purchase intention/decision (Smith et al, 2008). When this process is considered within the framework of Stimulus-Organism-Response (S-O-R) (Mehrabian & Russell, 1974), it can be built on the basis of a) exposure to creative advertisements, b) creating cognitive and emotional perceptions, and c) influencing the intention or decision
Based on the S-O-R model and previous studies, this current study suggests that attitude towards advertising and flow experience mediates the impact of creativity in airline advertising on purchase intention
Summary
A study, conducted in the US, reported that the advertising expenditures of the airline industry were $183.8 billion in 2019 (Statista, 2019) While this issue may be attributed to increased competition, it results in consumers being exposed to more advertisements, meaning the existence of similar and immediately forgettable contents (Danaher & Mullarkey, 2003). Some questions such as “Which features should advertisements have to stand out from their counterparts?” and “What kinds of advertising should be done?” have been raised by practitioners and researchers (Sameti & Khalili, 2017) In this sense, it is worth examining how airline advertising can be more effective and drive consumers to purchase. Considering that creative advertisements are original, innovative, novel, and distinctive (El-Murad & West, 2004), these characteristics can build positive cognitive and emotional perceptions in consumers and subsequently affect purchase intention/decision (Smith et al, 2008). The S-O-R model establishes a ground to examine the effects of some cognitive and affective influences on a particular behaviour in a systematic manner (Moon et al, 2017)
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