Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

Factors Influence Purchase Intention in Marketing Communication-An Experimental Investigation of Human Images in digital display advertising

Zhang, Xinwei LU (2022) SKOM12 20221
Department of Strategic Communication
Abstract (Swedish)
With the number of digital display advertisements increasing, consumers have become accustomed to ignoring or skipping internet ads. Previous research has investigated the use of different types of human images (like celebrities and social media influencers) in advertising to improve advertising effectiveness. However, existing studies neglect the role of normal people and examine the presence of human images in advertising in general. This study aims to contribute new knowledge about marketing communication. Using the AIDA model and the theory of planned behaviour, the study proposes a new model to explore factors that could influence consumers’ purchase intention. The analysis confirms that there is a significant interaction effect... (More)
With the number of digital display advertisements increasing, consumers have become accustomed to ignoring or skipping internet ads. Previous research has investigated the use of different types of human images (like celebrities and social media influencers) in advertising to improve advertising effectiveness. However, existing studies neglect the role of normal people and examine the presence of human images in advertising in general. This study aims to contribute new knowledge about marketing communication. Using the AIDA model and the theory of planned behaviour, the study proposes a new model to explore factors that could influence consumers’ purchase intention. The analysis confirms that there is a significant interaction effect between ‘attention’, ‘interest’, ‘attitude’, and ‘social norm’ with purchase intention. Additionally, an AB testing experiment approach is applied to test the effect of human images on consumers' purchase intention. The experiment suggests that human images appearing in advertising will positively influence the above four factors as well as consumers’ purchase intention. The result from the experiment also provides evidence that for consumers who can identify the social media influencer shown in the ad, ads that include social media influencer images could lead consumers to generate higher purchase intent than ads that include normal human images. (Less)
Please use this url to cite or link to this publication:
author
Zhang, Xinwei LU
supervisor
organization
course
SKOM12 20221
year
type
H2 - Master's Degree (Two Years)
subject
keywords
Marketing Communication, Digital display advertising, Human images, Social media influencers, AIDA model, TPB model, Purchase intention
language
English
id
9084792
date added to LUP
2022-06-10 11:00:33
date last changed
2022-06-10 11:00:33
@misc{9084792,
  abstract     = {{With the number of digital display advertisements increasing, consumers have become accustomed to ignoring or skipping internet ads. Previous research has investigated the use of different types of human images (like celebrities and social media influencers) in advertising to improve advertising effectiveness. However, existing studies neglect the role of normal people and examine the presence of human images in advertising in general. This study aims to contribute new knowledge about marketing communication. Using the AIDA model and the theory of planned behaviour, the study proposes a new model to explore factors that could influence consumers’ purchase intention. The analysis confirms that there is a significant interaction effect between ‘attention’, ‘interest’, ‘attitude’, and ‘social norm’ with purchase intention. Additionally, an AB testing experiment approach is applied to test the effect of human images on consumers' purchase intention. The experiment suggests that human images appearing in advertising will positively influence the above four factors as well as consumers’ purchase intention. The result from the experiment also provides evidence that for consumers who can identify the social media influencer shown in the ad, ads that include social media influencer images could lead consumers to generate higher purchase intent than ads that include normal human images.}},
  author       = {{Zhang, Xinwei}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Factors Influence Purchase Intention in Marketing Communication-An Experimental Investigation of Human Images in digital display advertising}},
  year         = {{2022}},
}