Decoding Advertisement: Unpacking the Influence of Different Type of Advertisement on Consumer Emotion and Purchase Intention

Decoding Advertisement: Unpacking the Influence of Different Type of Advertisement on Consumer Emotion and Purchase Intention

*Ain Aurush, Nor Irvoni Mohd Ishar, Peck-Leong Tan

Arshad Ayub Graduate Business School, Universiti Teknologi MARA Shah Alam, Malaysia

DOI: https://dx.doi.org/10.47772/IJRISS.2024.8110260

Received: 17 November 2024; Accepted: 25 November 2024; Published: 23 December 2024

ABSTRACT

Each consumer has a unique approach to viewing advertisements, and their responses can be unpredictable [42]. Grounded with Social Information Processing Theory (SIPT), this study seeks to elucidate the impact of different compositions of an advertisement value in two types of different advertisements (‘SV1-dynamic ads’ and ‘SV2-neutral ads’) in influencing the consumer emotion and consumer purchase intention. By using quantitative-experimental design with 437 working adults from the Klang Valley region, the relationships between advertisement value dimensions (influencer personality, entertainment value, and informativeness), consumer emotions, and consumer purchase intentions were analyzed. Interestingly, the findings indicate that the influencer personality and entertainment value in both stimuli videos do not significantly influence consumer emotions or purchase intentions. Despite these complexities, the study found that informativeness has a significant influence on consumer emotion but not consumer purchase intention. This suggests that different advertisement styles can elicit varied outcomes in consumer information processing and subsequent behaviors. This study makes significant contributions to both academic literature and practical industries by enlightening the impact of diverse advertisement presentation styles on consumer emotion and behavior. Future research should replicate this study to investigate different types of influencers, such as regular or rising influencers. Besides, this study recommends that qualitative researchers further investigate how marketers can develop advertisements that effectively balance entertainment value with the delivery of essential information to the audience.

Keywords: Advertisement, Emotion, Influencer, Entertainment, Informativeness, Social Information Processing Theory.

INTRODUCTION

Each consumer has a unique approach to viewing advertisements, and their responses can be unpredictable [42]. Therefore, advertisements should not only serve as one-way communication from businesses to consumers but should also consider the consumer’s perspective. Given the critical role that advertisement values play in shaping consumer behaviour and purchase intention, it is imperative to explore the co-creation of advertisements that enhance their value from the consumer’s viewpoint, especially in the current economic climate, as emphasised by Shir-Raz and Avraham [53]. Therefore, this study was conducted with the objectives to investigate how different levels of advertisement will have an impact on consumer emotions and consumer purchase intention settings.

Although various topics related to advertising, such as green marketing, consumer participation, product advertising, and branding, have been studied, this study will focus exclusively on the area of advertisement. As pointed out in a study by Shukla et al. [54], it has been highlighted that the advertisements presented can significantly predict consumers’ projected attitudes and purchase intentions. This underscores the importance of advertisements in shaping consumer behaviour and their subsequent purchasing decisions. Not to mention, prior studies on purchase intention have also emphasised the critical role of advertisements in influencing consumers’ behaviour and subsequently affecting their purchasing behaviour [39][54], highlighting the substantial impact that advertisements have on consumer purchasing choices.

Drawing from SIPT, individuals engage with information by encoding and interpreting it to construct their understanding, which subsequently shapes their behaviour [30]. SIPT suggests that individuals are adaptive, modifying their attitudes and behaviours in response to their social contexts and environmental stimuli [17]. This theory supports the notion that advertisements play a pivotal role in influencing consumer behaviour by providing social and environmental cues that consumers process and respond to accordingly. This adaptive nature of individuals underlines the importance of understanding how social and environmental stimuli, such as advertisements, can shape consumer purchase intentions and actual purchasing behaviour. Hence, SIPT was discovered to be an appropriate theory for researching how advertisements influence consumer purchase intentions.

Therefore, this study aims to make a significant contribution to the literature by holding to the objective of examining how different levels of advertisements (dynamic ads and neutral ads) will influence the relationships of the advertisement value dimensions (influencer personality, entertainment value, and informativeness) towards the consumer’s emotions and consumer purchase intention. Beyond advancing academic knowledge, this research holds considerable implications for the industry. It offers practical insights that can assist marketers in strategically developing advertisements that enhance consumer engagement and drive greater financial returns for businesses. Hence, a quantitative study employing an experimental design approach is utilised by manipulating the context of the independent variable (stimuli video) to analyse its effect on the dependent variable (consumer purchase intention).

LITERATURE REVIEW

Understanding consumer purchase intentions is of paramount importance for marketers, as these intentions often serve as a reliable predictor of actual consumer purchasing behaviour [56]. In today’s highly competitive and dynamic business environment, the capacity of marketers to effectively persuade consumers to make purchases has become increasingly critical. Shah et al. [47] have identified a significant research gap regarding consumer purchasing behaviour in the post-pandemic era, suggesting that exploring this area could offer valuable insights and set a compelling direction for future research. This study aims to address this gap by examining recent shifts in consumer purchasing behaviour, with a specific focus on purchase intention. The pronounced decline and volatility in consumer purchasing habits, as indicated by comprehensive industry data, have created a troubling scenario within the retail sector, as raised by the Malaysia Retailers Association (MRA), which reported a modest growth rate of 1.8% for Malaysia’s retail industry in 2019. This stagnation was attributed to decreased consumer confidence, resulting in poor sales and a marked decline in the Consumer Sentiment Index to 84.0 points [34]. This multifaceted concern has prompted researchers to further investigate Malaysian consumer spending behaviour, with a particular emphasis on understanding the myriad factors that influence consumer purchase intentions through advertisement.

Through extensive reading, the researcher has found that studies in the advertising literature on how consumers perceive advertisements yield inconclusive results. For example, a study in Indonesia by Satria et al. [44] identified a positive relationship between consumers’ purchase intent and advertisements, whereas a study in India by Singh and Banerjee [55] claims that advertisements have no effect on purchase intention. Conversely, Kumar and Tripathi [25], who also conducted their study in India, argued that there is no clear relationship between advertisements and purchase intention. Consequently, a study in Malaysia by Hussain et al. [21] suggests that how consumers interact with advertisements requires more attention and should be examined from a co-creation perspective. This study aims to contribute further insights into the literature on consumer purchase intention, specifically within the context of advertising. This facet underscores the intricate dynamics of consumer interactions with advertisements and highlights the need to integrate various values to enhance the efficacy of advertising strategies. Given the significant impact of advertisement values on consumer behaviour and purchase intentions, it is crucial to examine the co-creation of advertisements that augment their perceived value from the consumer’s standpoint, especially within the current economic environment, as articulated by Shir-Raz and Avraham [53].
A consumer value proposition such as ‘advertisement value’ is a fundamental component of marketing strategy that warrants further scholarly investigation [32]. The value provided by advertisements is considered an essential element when businesses interact with their consumers [49]. Advertisements serve as a form of communication promoting a product, service, brand, or event and can manifest in various formats, including print, native, mobile, video, and more, all of which have the potential to influence consumer purchasing behaviour. However, the impact and effectiveness of advertisements can vary significantly, influenced by several fundamental factors that advertisers must carefully consider. Advertisements not only capture attention and stand out but are also linked to heightened interest and engagement [2][28], effectively enticing consumers to respond [35]. Therefore, a well-crafted advertisement should convey values that educate consumers on the significance of the messages while leaving a lasting impression on the target audience. Additionally, existing literature has noted that advertisement values can enhance consumer purchase intention [19][33][49]. One critical aspect argued by Al-Haddad et al. [5] is the extent to which an advertisement can effectively convey its intended message [5]. In response to this variability, researchers have investigated a range of dimensions related to advertising effectiveness. One area of focus is the method of message delivery to the target audience. For example, Agrawal and Mittal [3] found that the success of video content has led to a growing preference among potential consumers for viewing video reviews of products before making purchasing decisions. This shift underscores the importance of how advertisements are presented and perceived, emphasising the need for businesses to adapt their strategies to align with evolving consumer preferences and behaviours.

According to Zhou et al. [62], message framing is a linguistic technique that enables the presentation of information through various interpretive frames to achieve the desired outcomes for the audience. In their critical analysis, Zhou et al. [62] provide insights into the different types of message framing employed in advertisements. Levin et al. [29] categorise message framing into two primary types: gain-framed messages and loss-framed messages. Gain-framed messages highlight the benefits associated with taking a specific action or the disadvantages of not taking it, while loss-framed messages focus on the costs of taking the action or the benefits of refraining from it. Message framing revolves around the concepts of ‘gaining positive outcomes’ or ‘avoiding negative consequences.’ This strategic use of framing can significantly influence how the message is perceived and acted upon by the audience. According to Shan et al. [48], message framing has an effect on the intention of consumers to make a purchase of a product or service since it increases the amount of information processing that consumers do. Another tactic of marketers in developing an advertisement is through the ‘self-concept’ approach. This form of message framing includes self-presentation style, self-deprecating advertisement, and self-enhancing advertisement. According to Zhou et al. [62], each of the approaches conveys a distinct message. Specifically, (i) self-presentation is a humorous method of promoting a product that emphasises realism, making the content more resonant and honest, and applying affinity and humility that people readily recognise; (ii) self-deprecation is a humorous way to promote a product that focuses on realism, making the content more resonant and honest, and applying affinity and humility that people readily recognise; (iii) a self-enhancing strategy assumes that consumers will ignore potentially contradictory information and believe the product for its superior attributes as portrayed in the advertisement by employing boastful statements and descriptions to emphasise a product’s features and attributes in order to attract attention and induce persuasion [62].

From an alternative perspective, the role of creativity in advertisements is pivotal in maintaining and enhancing consumer purchase intentions. Advertisements imbued with creativity leverage various elements such as originality, flexibility, synthesis, elaboration, imagination, fluency, and artistic values to capture consumer attention and sustain interest [40]. These creative features not only make advertisements more visually striking but also more engaging and appealing, which can significantly bolster the purchase intention impact on consumers [15]. Scholars from around the world, including those from various regions in Asia, have conducted extensive research on the subject of creative advertising. Their studies have examined the effectiveness of creative elements across different mediums, including visual [5][12][15][46], musical [1], video [38], and design [38]. Even though digital technology promises wonders, it has altered the way consumers process information [21]][39]. Therefore, as Masuda et al. [32] point out, the businesses must not only focus on the financial perspective but also broaden their scope to include consumer value propositions, such as advertisements presented to the audience. Advertisements may not always have the same impact and echoes since there are several fundamentals that advertisers must consider, such as the extent to which an advertisement can transmit the relevant message [5]. It is safe to say that the expected attitude of the consumer determines the purchase intention. It is also critical for marketers to create advertisements that will meet consumer expectations and thus lead to purchase intentions, which will benefit the business financially.

For the purposes of this study, the definition provided by Shi et al. [52] will be adopted, which conceptualises purchase intention as the desire of a consumer to purchase as deemed appropriate. This definition aligns with the study’s focus and offers a clear and relevant framework for understanding purchase intention. Consequently, the aim of this study is to conduct a comprehensive investigation into the various dimensions of advertisement value. Specifically, the research seeks to explore the impact of influencer personalities on consumer purchase intentions, assess the influence of advertisement entertainment value on consumer purchase intentions, and evaluate the contribution of advertisement quality to consumer purchase intentions. The framework outlined below will guide the study, offering a foundation for examining these relationships through the lens of Social Information Processing Theory (SIPT). Within this framework, the study seeks to understand the impact of different advertisement compositions on consumer emotions and purchase intentions. Figure 1 illustrates the framework and its interconnections.

Figure 1 Theoretical framework

Hypotheses development

Advertisements often employ emotional appeals to captivate and engage consumers [62]. Aw and Chuah [7] highlight that establishing emotional connections can significantly enhance how consumers process advertisements. The capacity of advertisements to evoke emotions and foster meaningful connections can profoundly affect consumer perceptions and behaviour, underscoring the importance of emotion in effective advertising strategies. If consumers perceive that the value of a product or advertisement does not meet their expectations, they are likely to feel disappointed and may choose not to purchase [43]. This emphasises the necessity of compelling advertising in shaping consumer purchase intentions. While existing research has extensively examined advertisements in terms of informational content richness [6], vividness and interactivity [58], narrative styles [4], originality and uniqueness [10], and specific visual elements, there has been comparatively less focus on how advertisements elicit emotional responses [6][41]. Specifically, this study seeks to explore how emotional appeals in advertisements drive consumer purchase intentions and influence overall consumer behaviour. Therefore, two hypotheses were developed. (H1) Type of advertisement will moderate the relationship between advertisement value dimensions and consumer emotion. (H2) Type of advertisement will moderate the relationship between advertisement value dimensions and consumer purchase intention.

RESEARCH METHODOLOGY

This study follows the concept of ‘research onion’ by Saunders et al. [45]. Through positivism-deductive reasoning approach, the hypotheses were developed based on existing theories. A quantitative-experimental design approach is conducted to examine the effect of manipulating the independent variable (stimuli video) on the dependent variable (consumer purchase intention). A cross-sectional study design is employed by collecting data from different individuals at a single point in time. A personally administered questionnaire was conducted to target population consists of working individuals located in the Klang Valley who are proficient in English. The selection of working individuals in Klang Valley were selected as they are financially independent and have the ability to spend their income. The Klang Valley demographic location is noted for having some of the highest median monthly salaries and wages in Malaysia [14].

The study begins with a thorough review of relevant literature on consumer purchase intention within the industry, alongside an exploration of the applicability of SIPT to the research context. In the first stage of instrument preparation, two distinct stimulus videos were created using a storyboard approach, ensuring consistency in format and quality throughout their development. Both videos feature the same influencer to maintain uniformity. The first video, referred to as “dynamic ads,” emphasises the influencer’s personality and incorporates high levels of entertainment and informational content. Conversely, the second video, labelled “neutral ads,” reduces emphasis on the influencer’s personality, entertainment, and information, representing a neutral condition. This differentiation aimed to create distinct conditions for evaluating the impact of these variables on consumer responses. The questionnaire for data collection was adapted from validated instruments used in previous studies and included a bias management question within the demographic section. The scales adapted from Singh and Banerjee [55] measured the items for influencer personality. The scale of measuring entertainment value was adapted from Lou and Yuan [31]. The scale to measure informativeness was adapted from Lee and Hong [27]. Items related to consumer purchase intention were adapted from Xu et al. [61]. Finally, the consumer emotions were measured with items adapted from Lee and Hong [16]. Responses were elicited on a 5-point Likert scale (ranging from 1 being “strongly disagree” to 5 being “strongly agree”).

To ensure that the videos effectively addressed the study’s objectives, impressions, interpretations, and feedback were gathered through a focus group session. Based on the feedback, the researcher refined the videos and proceeded with the instrument development process, which included finalising the stimuli videos and converting the questionnaires into an online format to facilitate data collection. A pilot study with 30 participants was conducted to confirm the reliability and validity of the questionnaire before initiating the actual data collection. The process in the pilot study were design to replicate the actual data collection process to find an opportunity to scrutinise frameworks and processes that can pre-emptively address potential failures. The results shows that the alpha values for all constructs have ranging from 0.804 to 0.937, and CR ranging from 0.854 to 0.959. Actual data were collected from November 22, 2023, to January 21, 2024, involving 553 respondents. Participants were given the flexibility to select one of the videos before completing the survey. After data collection, respondents who did not meet the eligibility criteria were excluded, resulting in 419 valid responses for analysis as depicted in Table 1.

Table 1 Respondent’s characteristic – Final database

The final data were analysed using IBM SPSS Statistics and PLS-SEM 3.0, enabling a comprehensive evaluation of the data. This dual analysis approach assessed the reliability and validity of the measurement instruments while exploring relationships and potential mediating effects within the theoretical model. In the final stage, the results of the analysis were thoroughly compared and interpreted. The entire procedure is summarized in Figure 2.

Figure 2 the summary of the methodology preparation and procedure follows the framework of the Research Onion

DATA ANALYSIS AND FINDINGS

The results indicated that the internal consistency of each variable was established, with Dijkstra-Henseler’s rho (ρA) values ranging from 0.795 (influencer personality) to 0.931 (entertainment value). These findings (see Table 2) signify a satisfactory level of consistency among participant responses across the items measuring influencer personality, entertainment value, informativeness, consumer purchase intention, and consumer emotions.

Table 2 Internal consistency and convergent validity test result

Note: Emotion (EMO), Entertainment Value (EV), Influencer Personality (IP), Informativeness (INFO), Purchase Intention (PI)

To obtain more precise results, the partial least squares multi-group analysis (PLS-MGA) procedure was employed to investigate consumers’ purchase intentions in response to varying type of advertisements, specifically ‘SV1-dynamic ads’ and ‘SV2-neutral ads.’ The objective was to examine whether different types of advertisement compositions influence the development of consumer emotions and subsequent purchase intentions. This study adhered to the guidelines set forth by Cheah et al. [11] through the MICOM procedure.

In Step 1 of the MICOM test, configural invariance must be established by ensuring ensured: (i) the use of equal indicators in both groups when checking reliability and validity; (ii) similar data treatment, and (iii) similar PLSPM algorithm settings. According to Henseler et al. [20], measurement invariance or equivalence confirms that measurement models assess the same attribute under different conditions. Additionally, the analysis reveals the confidence interval for the indirect effects. In this study, both groups of videos met all the aforementioned requirements in the earlier stages of analysis and treatment. Therefore, following the guideline by Cheah et al. [11], configural invariance for this study is automatically confirmed. In Step 2, the compositional invariance was assessed. The correlation results were compared between the composite scores of the first and second with the 5% quantile. The findings, as shown in Table 3, indicated that the quantile was smaller than or equal to correlation for all constructs. This result was further validated by permutation p-values greater than 0.05, suggesting that the correlation was not significantly less than one. Thus, this study has established partial measurement invariance. Therefore, this study confidently compares standardised path coefficients across the groups through MGA in PLS.

Table 3 Results of measurement invariance

Note: Emotion (EMO), Entertainment Value (EV), Influencer Personality (IP), Informativeness (INFO), Purchase Intention (PI)

In the final analysis (Table 4), the researcher investigated the differences between ‘SV1-dynamic ads’ and ‘SV2-neutral ads’ with regard to the impact of varying type of advertisements on consumer emotions and purchase intentions. The results indicated that only the relationship between informativeness and emotion exhibited a statistically significant p-value (p < 0.05) with the value of 0.041, while other relationships did not show significance (Table 25). This finding suggests a notable difference between the two advertisement types (‘SV1-dynamic ads’ and ‘SV2-neutral ads’) in terms of how informativeness affects consumer emotions.

Table 4 Multi-group analysis (MGA)

Note: Emotion (EMO), Entertainment Value (EV), Influencer Personality (IP), Informativeness (INFO), Purchase Intention (PI)

Furthermore, in group-specific differences analysis findings (see Table 5 in appendix), the p-values in the report showed that the path coefficient was significantly larger in ‘SV1-dynamic ads’ than in the ‘SV2-neutral ads’. This implies that there was a significant difference across two stimuli videos in the relationship between informativeness and consumer emotion. This study also compared the bootstrapping result to assess the difference between the stimuli videos path coefficients. Results shows that ‘SV1-dynamic ads’ Peninsular Malaysia (β = 0.379) had a stronger path coefficient than ‘SV2-neutral ads’ (β = 0.205)’. Hence, it can be concluded that H11 were partially accepted and H12 were fully rejected.

DISCUSSION & CONCLUSION

Advertisement values, type of advertisement and consumer emotion

This study provides valuable insights into the relationship between advertisement value dimensions and consumer emotion. The findings indicate that the influencer personality and entertainment value did not exert a significant impact in either dynamic advertisement or neutral advertisement. This suggests that these particular attributes may not play a critical role in shaping viewer responses to advertisements in this context. Conversely, the results of informativeness demonstrate a significant divergence between the two stimulus videos. This indicates that the level of informativeness presented in the advertisements may be a more influential factor in shaping consumer emotions. The differential response to informativeness suggests that viewers may prioritise the informative content of advertisements over other attributes, such as the influencer’s personality or the entertainment value of the advertisement.

The study posits that consumers’ engagement with advertisement components is pivotal in shaping their emotional involvement. As consumers form initial “hypotheses” about the advertisement [59], these perceptions stimulate mental simulations in response to the advertisement, which, in turn, evoke an automatic emotional reaction [16]. This study suggests that the evaluations consumers form shape their emotions. For instance, while the influencer’s personality in dynamic advertisements enhances the advertisement’s vitality and entertainment value, it may not significantly increase emotional engagement. While consumers might perceive influencers’ acting skills and entertainment elements as enhancing enjoyment, the projected personalities may not align with consumer values.

Conversely, neutral advertisements might intentionally restrain the influencer’s personality to maintain a straightforward presentation, potentially limiting consumers’ ability to form an emotional connection, as the lack of engaging entertainment may reduce its emotional impact. In this study, consumers reported a greater sense of involvement with the information presented, which fostered an emotional connection with the advertisement. Consumers appeared more invested in the content and appreciated being well-informed, as it allowed them to engage with valuable product information. This approach made the advertisement feel both stimulating and purposeful, fulfilling their informational needs and supporting a more thorough evaluation of the product. For example, Apple’s product launches and advertisements frequently prioritize the provision of clear and detailed information regarding product specifications, technical features, and functionality, especially in the promotion of new devices. This approach enhances consumers’ appreciation by ensuring they are well-informed, which, in turn, fosters a stronger emotional connection when advertisements deliver content that is perceived as valuable.

Secondly, this study suggests that ensuring the influencer’s recognition is crucial. Not all followers develop strong parasocial relationships with influencers, which can lead to negative responses from those who do not identify with the influencer’s persona. The increasing scepticism surrounding influencers’ motivations—often perceived as driven by financial incentives rather than a genuine passion for the products they promote—may further diminish the effectiveness of their endorsements [63]. Consumers would need to spend considerable time engaging with influencers through media consumption [15], for them to develop parasocial relationships, gaining a deeper understanding of the influencer and sharing similar perspectives. This perceived connection fosters intimacy and trust, which, as Le et al. [26] suggest, can enhance the influencer’s ability to shape consumer emotions effectively.

This study observed the significant influence on how consumers valued the entertainment element in advertisement. The findings support Shan et al.’s [48] work that consumers often rely on heuristic strategies, drawing upon prior knowledge and emotional connections to evaluate advertisements. For example, while dynamic advertisement may engage viewers through higher entertainment value, they may fail to establish a personal connection or evoke emotional responses. Given that entertainment is often an inherent feature of such advertisements, consumers may come to expect it, reducing its potential to generate additional emotional engagement. This suggests that entertainment alone, even when presented in its most compelling form, may not elicit significant emotional responses unless it is integrated with other elements that resonate with consumers on a personal level. For instance, advertisements that fail to align with consumer needs or are poorly timed for viewing may fail to engage effectively [50][40]. Similarly, neutral advertisements, which prioritise direct information delivery over entertainment, tend to underemphasise entertainment value, leading consumers to find this advertisement less engaging and emotionally stimulating.

Finally, the way in which an information in advertisement is framed significantly impacts how consumers perceive it. As Sharma et al. [50] elaborate, attitude encompasses a consumer’s mental disposition and internal sentiments, which are predictive of their behavioural responses. As consumers engage in the processing of multiple information sources, they continuously evaluate the advertisement, often constructing a more intricate network of cognitive connections [1][12][23]. In this study, neutral advertisement, which heavily rely on verbal communication, were found to necessitate greater cognitive processing from consumers. As noted by Abolhasani and Golrokhi [1], this increased cognitive load can detract from emotional engagement, as consumers must devote more mental resources to understanding the information presented. This finding aligns with existing research suggesting that complex or cognitively demanding information processing can limit the emotional responses elicited by advertisements [1]. In contrast, dynamic advertisement utilises non-verbal cues, such as typeface, body language, and facial expressions, to convey information. These non-verbal elements simplify the communication process and reduce cognitive demands, facilitating easier comprehension and enhancing emotional engagement [38][36]. For example, IKEA’s advertisements typically use minimalist designs and straightforward messaging to prevent cognitive overload. Their advertisement, like those showcasing easy-to-assemble furniture, emphasize clear and concise visual elements and non-verbal communication (such as demonstrations of the furniture in real-life environments) instead of bombarding the viewer with excessive information. This approach supports the study’s conclusion that dynamic advertisements incorporating non-verbal cues (such as visuals and body language) help reduce cognitive load and improve emotional engagement.

Thus, this study suggests that informativeness, when aligned with the advertisement’s style, can enhance consumer emotion by making the advertisement both engaging and trustworthy.

In summary, various factors, such as the consumer’s involvement with the advertisement content, the recognisability and alignment of the influencer’s persona, and the advertisement’s framing, significantly influence the effectiveness of an advertisement in eliciting emotional engagement. Consumers rely on their prior knowledge, emotional connections, and heuristics to evaluate advertisements, which shapes their emotional responses. Dynamic advertisements, while engaging through entertainment elements, may fail to evoke deeper emotional connections if they do not resonate with consumers’ personal values or needs. On the other hand, neutral advertisement, while providing straightforward information, may struggle to foster emotional engagement due to their cognitive demands.

Advertisement values, type of advertisement and consumer purchase intention

This study offers valuable insights into the relationship between advertisement value dimensions and consumer purchase intentions in both type of advertisement. The analysis of both dynamic and neutral advertisements indicates that neither type significantly influences purchase intention directly. The findings reveal a nuanced and complex relationship between informativeness and purchase intention, emphasising a significant positive impact of informativeness on consumer emotions but no direct influence on purchase intention. This finding echoes Al-Haddad et al. [5] that an advertisement does not necessarily resonate equally with all consumers. This finding suggests that, while elements such as an influencer’s personality, entertainment value, and informativeness may enhance an advertisement’s, they do not always translate effectively into increased purchase intentions.

In such instances, consumers often prioritise the utility and practical applications of the product, which can reduce the advertisement’s influence on their motivation to purchase. Consumers may appreciate the advertisement itself but feel limited motivation to purchase, particularly when they do not perceive a direct alignment between the advertisement and the product’s value or benefits. This study thus identifies a tendency among consumers to compartmentalise their engagement with advertisements from their purchase intentions. Additionally, consumers’ heightened sense of social responsibility and increased caution regarding spending—shaped by social norms, economic conditions, moral obligations, and cultural contexts—further influence their purchase decisions [22][18]; [24]. These external factors complicate the decision-making process in response to advertisements, potentially diminishing their impact on consumers’ purchase intentions.

Persuasive strategies represent another critical element that can enhance both consumer purchase intentions and the overall impact of advertisements. When consumers perceive that the value presented in an advertisement falls short of their expectations, disappointment may ensue, potentially deterring them from making a purchase [43]. Cho and Chiu [13] emphasise that individuals exhibit varying levels of ‘elaboration,’ and depending on the degree of ‘elaboration,’ their engagement with the advertisement content varies. This underscores the necessity for advertisements to deliver compelling and clear content that persuades consumers by encouraging cognitive engagement, or ‘elaboration’ of the message presented. For instance, in a recent advertisement by Nike in 2020, the advertisement for the “You Can’t Stop Us” campaign used powerful storytelling to align with its message of resilience, unity, and social justice during challenging times and featured athletes from various sports, backgrounds, and walks of life, uniting them under the theme of overcoming obstacles. The powerful visual montage connected moments of triumph, struggle, and perseverance, underscoring the message that no matter what challenges arise, people can continue to push forward, echoing the campaign’s slogan, “You can’t stop us.” Consequently, this study explores how advertisements that fail to meet consumer expectations regarding product understanding can significantly affect purchase intentions, aligning with the findings of Natarajan et al. [37]. On the other hand, research on forewarnings of persuasive messages indicates that such attempts often elicit a defensive response. This reaction occurs because persuasive efforts perceived as limiting a consumer’s freedom to think and act independently tend to provoke consumers to reassert their autonomy by resisting the message [12]. This paradox highlights the intricate interplay between trust, transparency, and consumer autonomy within advertisement persuasion dynamics.

Consumer knowledge plays a crucial role in shaping responses to advertisements and influencing purchase intentions. Consumers are not passive recipients of advertisement content; rather, their cognitive processing can lead to cognitive dissonance when advertisement content conflicts with their pre-existing knowledge [1] As an illustration, Tesla’s marketing approach heavily relies on word-of-mouth and content marketing, rather than traditional advertising. However, when Tesla does use advertisements, it ensures that the information presented aligns with the pre-existing knowledge of its consumer base. Tesla targets highly knowledgeable and tech-savvy consumers who are often already well-versed in electric vehicles (EVs) and sustainable energy. These consumers are likely to critically evaluate any new advertisement content, especially in terms of its technical accuracy and alignment with their values (e.g., environmental sustainability, innovation, and cutting-edge technology). There is a challenge in finding the right balance between giving too much information and not giving enough information because too little information can make people forget important details, which defeats the purpose of being informative. When consumers perceive an advertisement as manipulative or its content as irrelevant, they may respond negatively, reducing the advertisement’s effectiveness. Consistent with Cho and Chiu [13], consumers tend to examine and critically evaluate the information presented, underscoring the importance of accurate and relevant content to maintain the advertisement’s credibility and effectiveness.

The composition of advertisements raises a variety of critical questions, including those related to the concept, target audience, and core message to be conveyed. Consumers are often willing to scrutinise and critique the claims and promises presented in advertisements. As Sharma et al. [51] note, the content of advertisements significantly affects the credibility of advertised products. However, if the advertisement content is perceived as inappropriate, it can provoke dissatisfaction, adversely impact the user experience, and ultimately reduce the effectiveness of the advertising campaign [60]. Further, Tandyonomanu [57] study suggests that consumers tend to avoid advertisements whenever possible if they disrupt their enjoyment of video content; conversely, they are more likely to engage with advertisements that are enjoyable or entertaining. This aversion can be attributed to several factors, such as incompatibility with user needs, poor timing, functional misalignment, lack of appeal, ambiguity, exaggeration, or characteristics such as excessive volume, length, or repetition [50][40].

Contribution and Future Direction

The findings of this study have significant implications for industry practitioners, especially marketers, advertisers, and content creators. By understanding the nuanced relationship between advertisement, consumer emotions and purchase intentions, businesses can refine their advertising strategies to better resonate with target audiences. The framing and composition of advertisements play a pivotal role in influencing consumer purchase intentions by enhancing the level of information processing and emotional engagement. Marketers must address various questions related to advertisement composition, including the creative concept, target audience, and intended message delivery. Marketers can effectively involve consumers in the advertisement creation process through various strategies, such as crowdsourcing user-generated content, utilizing interactive platforms with customization options, and hosting co-creation events or workshops where consumers can collaborate with brand teams. Additionally, brands can engage consumers through social media by collecting feedback, voting on ad elements, collaborating with influencers to co-create campaigns with their followers, and offering personalized ad experiences based on consumer preferences. By integrating consumers in these ways, marketers can ensure ads are more relevant, authentic, and engaging, ultimately strengthening brand-consumer relationships and improving ad effectiveness.

This study provides several notable contributions to the field of advertising research by identifying key criteria for advertisement composition necessary to influence consumer purchase intention. The statistical analysis of “dynamic ads” and “neutral ads” offers a nuanced understanding of consumer behaviour, highlighting the critical role of information processing in shaping responses to advertisements. The SIPT framework theoretically conceptualizes advertisements as encoded messages that consumers decode, thereby influencing their behavioural outcomes. This insight adds depth to the existing body of advertisement literature, which has predominantly centred on the emotional impacts of advertisements on purchase intention. Nevertheless, this research opens avenues for further exploration into additional antecedents of advertisement effectiveness to identify factors that resonate most with target audiences. Future studies could investigate the influence of advertisement placement on trusted websites compared to spammy platforms, examining how perceived credibility impacts consumer purchase intention. Additionally, exploring the perceived utility of advertisements—such as those offering practical value through tips, tutorials, or discounts—could provide further insights into consumer engagement and satisfaction. Alongside evaluating the practical usefulness of advertisement content, future research might assess the impact of consumer satisfaction with advertisements on their overall effectiveness. Moreover, antecedents linked to social factors, including demographics, personality traits (e.g., independent vs. interdependent orientations), and psychological characteristics warrant attention to understand how individual differences shape consumer behavior toward advertisements. Such findings would not only enrich academic literature but also provide significant practical implications for marketers, enabling a deeper understanding of target audiences and fostering the creation of more relevant and effective advertisements.

The findings of this study should be viewed with some limitations in mind before making broad generalizations. One limitation is that the study focusses on influencers in general without considering the level of recognizability. Since the influencer in this study is a micro-influencer, it would be helpful to investigate different types of influencers, such as regular or rising influencers, who may have different levels of recognition, credibility, and influence. Understanding how these various types affect consumer purchase intentions can help marketers choose the most effective influencers for their campaigns. Based on the findings of this study, it is evident that creating an effective advertisement is a complex task that requires meticulous planning and execution. To ensure that an advertisement successfully communicates a compelling message to its audience, it must be carefully designed. Therefore, this study recommends that qualitative researchers further investigate how marketers can develop advertisements that effectively balance the advertisement with the delivery of essential information to the audience. The results of this exploration will further furnish marketers in industry to develop more quality advertisement. Future research should include comparative studies across different populations. A cross-cultural study encompassing diverse city cultures, including both low-income and high-income cities, would provide a more comprehensive and nuanced understanding of consumer behaviours across different socio-economic and cultural contexts. Additionally, implementing longitudinal studies will allow researchers to track changes in consumer behaviour and attitudes over time, identifying shifts in parasocial relationship levels and how changes in market conditions impact the effectiveness of advertisement towards purchase intention over time. Addressing these limitations and pursuing these research directions will provide a more comprehensive understanding of consumer behaviour and support the development of effective marketing strategies tailored to a diverse and evolving audience.

Funding and Ethics

This research was supported by Universiti Teknologi Mara (UiTM) Malaysia under grant number 100-AAGBS (PT.9/10/7). This study was reviewed and approved by the UiTM Research Ethics Committee under approval number REC/05/2023 (PG/MR/169).

Disclosure of interest

The author report there are no competing financial and non-financial interest to declare.

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APPENDICES

Table 5 Multi-group analysis – bootstrapping