Hooking Consumers with Stories: Sequential Mediation Analyses On Ad Credibility and Purchase Intentions

Yıl 2021, Cilt: 8 Sayı: 1, 1 - 21, 29.01.2021

Mehmet Safa Çam

https://doi.org/10.17680/erciyesiletisim.797809

Cited By: 1

Öz

The present study aims to compare two different advertising types that are known to have a significant role on advertising credibility and purchase intentions. The effects of narrative ads through being-hooked and of expert endorsement through internalization on the dependent variables were analyzed via empirical research design. The hypothesized model was tested with the sequential mediation analyses. Besides, the differences of mediator variables within the scope of ad credibility and buying intentions were investigated by conducting a series of t-tests. The subjects were exposed to one of the stimulus ad types composed of either story-based (n=128) or expert endorsement (n=124) advertising style. The results showed that both the direct effects of narrative advertising and the mediating effects of being-hooked significantly predicted the dependent variables. Although almost similar findings were reached for the expert endorsing and internalization, the mean scores remained behind the narrative ad type.

Anahtar Kelimeler

Narrative ad, Expert endorser, Being-hooked, Internalization, Credibility

Tüketicileri Hikayelerle Kancalamak: Reklam Güvenilirliği ve Satın Alma Niyeti Üzerine Seri Aracı Değişken Analizleri

Öz

Bu çalışma, reklam güvenilirliği ve satın alma niyetleri üzerinde önemli rol oynadığı bilinen iki farklı reklam türünü karşılaştırmayı amaçlamaktadır. Öyküleyici reklamların kancalanma etkisi aracılığıyla ve uzman desteğini içselleştirme yoluyla bağımlı değişkenler üzerindeki etkileri ampirik araştırma tasarımı ile analiz edilmiştir. Hipotezleri içeren araştırma modeli, Hayes (2013) tarafından geliştirilen PROCESS adlı bir SPSS eklentisi üzerinden sıralı aracılık analizleriyle test edilmiştir. Ayrıca, aracılık değişkenlerinin reklam güvenilirliği ve satın alma niyetleri kapsamındaki farklılıkları bir dizi t-testi yapılarak araştırılmıştır. Denekler, öyküleyici (n= 127) veya uzman desteği (n= 124) formatlarından oluşan uyaran reklamlarından birine maruz bırakılmışlardır. Sonuçlar hem öyküleyici reklamın doğrudan hem de kancalanmanın aracılık etkisinin bağımlı değişkenleri önemli ölçüde tahmin edebildiğini göstermiştir. Her ne kadar uzman onayı ve içselleştirme aracılığı için neredeyse benzer bulgulara ulaşılmış olsa da, ortalama puanlar öyküleyici reklam türünün gerisinde kalmıştır. Sonuç bölümünde araştırmanın sonuçları, sınırlılıklar ve öyküleyici reklam yaklaşımının farklı etkileri üzerine yapılabilecek çalışmalar için öneriler sunulmuştur.

Anahtar Kelimeler

Öyküleyici reklam, Uzman desteği, Kancalama, İçselleştirme, Güvenilirlik

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