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

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...

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Autor principal:	Mehmet Safa Çam
Formato:	article
Lenguaje:	EN TR
Publicado:	Erciyes University 2021
Materias:	öyküleyici reklam uzman desteği kancalama i̇çselleştirme güvenilirlik narrative ad expert endorser being-hooked internalization credibility Communication. Mass media P87-96
Acceso en línea:	https://doaj.org/article/945c9fe967444f5785a220d2e9c978d0
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spelling	oai:doaj.org-article:945c9fe967444f5785a220d2e9c978d02021-12-02T14:20:14ZHooking Consumers with Stories: Sequential Mediation Analyses On Ad Credibility and Purchase Intentions1308-31982667-581110.17680/erciyesiletisim.797809https://doaj.org/article/945c9fe967444f5785a220d2e9c978d02021-01-01T00:00:00Zhttps://dergipark.org.tr/tr/pub/erciyesiletisim/issue/60090/797809https://doaj.org/toc/1308-3198https://doaj.org/toc/2667-5811The 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.Mehmet Safa ÇamErciyes Universityarticleöyküleyici reklamuzman desteğikancalamai̇çselleştirmegüvenilirliknarrative adexpert endorserbeing-hookedinternalizationcredibilityCommunication. Mass mediaP87-96ENTRErciyes iletişim Dergisi, Vol 8, Iss 1, Pp 1-21 (2021)
institution	DOAJ
collection	DOAJ
language	EN TR
topic	öyküleyici reklam uzman desteği kancalama i̇çselleştirme güvenilirlik narrative ad expert endorser being-hooked internalization credibility Communication. Mass media P87-96
spellingShingle	öyküleyici reklam uzman desteği kancalama i̇çselleştirme güvenilirlik narrative ad expert endorser being-hooked internalization credibility Communication. Mass media P87-96 Mehmet Safa Çam Hooking Consumers with Stories: Sequential Mediation Analyses On Ad Credibility and Purchase Intentions
description	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.
format	article
author	Mehmet Safa Çam
author_facet	Mehmet Safa Çam
author_sort	Mehmet Safa Çam
title	Hooking Consumers with Stories: Sequential Mediation Analyses On Ad Credibility and Purchase Intentions
title_short	Hooking Consumers with Stories: Sequential Mediation Analyses On Ad Credibility and Purchase Intentions
title_full	Hooking Consumers with Stories: Sequential Mediation Analyses On Ad Credibility and Purchase Intentions
title_fullStr	Hooking Consumers with Stories: Sequential Mediation Analyses On Ad Credibility and Purchase Intentions
title_full_unstemmed	Hooking Consumers with Stories: Sequential Mediation Analyses On Ad Credibility and Purchase Intentions
title_sort	hooking consumers with stories: sequential mediation analyses on ad credibility and purchase intentions
publisher	Erciyes University
publishDate	2021
url	https://doaj.org/article/945c9fe967444f5785a220d2e9c978d0
work_keys_str_mv	AT mehmetsafacam hookingconsumerswithstoriessequentialmediationanalysesonadcredibilityandpurchaseintentions
_version_	1718391561814802432

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

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