Understanding the Effect of Advertising Values on Sustainable Product Purchase Intention: Extended Ducoffe Advertising Value Model
Following the advertising value model by Ducoffe, this study develops a conceptual framework, which provides several insights. First, three variables consist of informativeness, entertainment, and irritation of advertisement will be directly influencing purchase intention. Secondly, the researcher d...
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Human Resource Management Academic Research Society
2023
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Online Access: | https://eprints.ums.edu.my/id/eprint/36058/1/ABSTRACT.pdf https://eprints.ums.edu.my/id/eprint/36058/2/FULL%20TEXT.pdf https://eprints.ums.edu.my/id/eprint/36058/ http://dx.doi.org/10.6007/IJARBSS/v13-i2/16308 |
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my.ums.eprints.360582023-07-21T06:45:06Z https://eprints.ums.edu.my/id/eprint/36058/ Understanding the Effect of Advertising Values on Sustainable Product Purchase Intention: Extended Ducoffe Advertising Value Model Nornajihah Nadia Hasbullah Zurina Patrick Hainnuraqma Rahim K. K. Ramachandran HF5801-6182 Advertising TS155-194 Production management. Operations management Following the advertising value model by Ducoffe, this study develops a conceptual framework, which provides several insights. First, three variables consist of informativeness, entertainment, and irritation of advertisement will be directly influencing purchase intention. Secondly, the researcher developed the mediator interaction to reveal the effect of the source of advertisements on influencer credibility between advertising value and sustainable product purchase intention. To address the research objective, an online survey will be carried out based on quantitative research methods. By using a purposive sampling, the Millennial generation were selected as a respondent. Meanwhile, the researcher will analyse data by using PLS SEM. The study was expected to be significant for all the variables. In hence, this study would be benefit for companies and digital marketers to deeply understand how customer view social media advertisement and create more effective advertisement structure. Human Resource Management Academic Research Society 2023-02 Article NonPeerReviewed text en https://eprints.ums.edu.my/id/eprint/36058/1/ABSTRACT.pdf text en https://eprints.ums.edu.my/id/eprint/36058/2/FULL%20TEXT.pdf Nornajihah Nadia Hasbullah and Zurina Patrick and Hainnuraqma Rahim and K. K. Ramachandran (2023) Understanding the Effect of Advertising Values on Sustainable Product Purchase Intention: Extended Ducoffe Advertising Value Model. International Journal of Academic Research in Business and Social Sciences, 13. 622 -633. ISSN 2222-6990 http://dx.doi.org/10.6007/IJARBSS/v13-i2/16308 |
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HF5801-6182 Advertising TS155-194 Production management. Operations management Nornajihah Nadia Hasbullah Zurina Patrick Hainnuraqma Rahim K. K. Ramachandran Understanding the Effect of Advertising Values on Sustainable Product Purchase Intention: Extended Ducoffe Advertising Value Model |
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Following the advertising value model by Ducoffe, this study develops a conceptual framework, which provides several insights. First, three variables consist of informativeness, entertainment, and irritation of advertisement will be directly influencing purchase intention. Secondly, the researcher developed the mediator interaction to reveal the effect of the source of advertisements on influencer credibility between advertising value and sustainable product purchase intention. To address the research objective, an online survey will be carried out based on quantitative research methods. By using a purposive sampling, the Millennial generation were selected as a respondent. Meanwhile, the researcher will analyse data by using PLS SEM. The study was expected to be significant for all the variables. In hence, this study would be benefit for companies and digital marketers to deeply understand how customer view social media advertisement and create more effective advertisement structure. |
format |
Article |
author |
Nornajihah Nadia Hasbullah Zurina Patrick Hainnuraqma Rahim K. K. Ramachandran |
author_facet |
Nornajihah Nadia Hasbullah Zurina Patrick Hainnuraqma Rahim K. K. Ramachandran |
author_sort |
Nornajihah Nadia Hasbullah |
title |
Understanding the Effect of Advertising Values on Sustainable Product Purchase Intention: Extended Ducoffe Advertising Value Model |
title_short |
Understanding the Effect of Advertising Values on Sustainable Product Purchase Intention: Extended Ducoffe Advertising Value Model |
title_full |
Understanding the Effect of Advertising Values on Sustainable Product Purchase Intention: Extended Ducoffe Advertising Value Model |
title_fullStr |
Understanding the Effect of Advertising Values on Sustainable Product Purchase Intention: Extended Ducoffe Advertising Value Model |
title_full_unstemmed |
Understanding the Effect of Advertising Values on Sustainable Product Purchase Intention: Extended Ducoffe Advertising Value Model |
title_sort |
understanding the effect of advertising values on sustainable product purchase intention: extended ducoffe advertising value model |
publisher |
Human Resource Management Academic Research Society |
publishDate |
2023 |
url |
https://eprints.ums.edu.my/id/eprint/36058/1/ABSTRACT.pdf https://eprints.ums.edu.my/id/eprint/36058/2/FULL%20TEXT.pdf https://eprints.ums.edu.my/id/eprint/36058/ http://dx.doi.org/10.6007/IJARBSS/v13-i2/16308 |
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13.149126 |