Emotional Appeal in Social Advertising on Consumer Attitude and Purchase Intentions

DOI

10.2991/978-94-6463-583-6_14How to use a DOI?

Keywords

Social advertising; ABC Attitude theory; Purchase intention; SDGs

Abstract

This research investigates the influence of positive emotional appeals in social advertising on customer purchasing behavior, with a specific emphasis on the affective aspect of the ABC attitude model. The research offers a thorough analysis by investigating the influence of emotion, humor, and excitement on customer attitudes towards advertising and subsequent brand assessments. Data was used by SmartPLS to analyse, collected online about 300 Vietnamese respondents. The results indicate that social advertising can enhance consumer attitudes toward brand perceptions and advertising. Enhancing emotion in advertising can increase the engagement between consumers and advertising tactics. Both theoretical and practical implications were discussed.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Minh Thi Hong Le
AU  - Nguyen Thi Hoai Thanh
AU  - Pham Bao Ngan
AU  - Phung Huu Thien
AU  - Phung Nhat Lam
PY  - 2024
DA  - 2024/11/26
TI  - Emotional Appeal in Social Advertising on Consumer Attitude and Purchase Intentions
BT  - Proceedings of the 2nd International Conference - Resilience by Technology and Design (RTD 2024)
PB  - Atlantis Press
SP  - 287
EP  - 298
SN  - 1951-6851
UR  - https://doi.org/10.2991/978-94-6463-583-6_14
DO  - 10.2991/978-94-6463-583-6_14
ID  - Le2024
ER  -