Effective Digital Advertising: The Influence of Customised Ads, Self-esteem and Product Attributes
JOURNAL OF CREATIVE COMMUNICATIONS(2023)
Abstract
We investigate consumers' attitudes and behaviours when receiving customised website advertising, the effect of their psychological beings and content of advertising messages, using a 2 (customisation: customised vs non-customised) x 2 (product attributes: utilitarian vs hedonic) x 2 (self-esteem: high vs low) experiment on 240 participants, aged 16-34 living in Taiwan, to explain their effects on advertising effectiveness and the mediating role of advertising value. High self-esteem consumers have a more favourable attitude and behaviour when receiving a customised ad. For low self-esteem consumers, the customised ad effectively influences purchase intention. In the non-customised advertising condition, a hedonic product attribute fosters greater purchase intention. High self-esteem consumers have a stronger purchase intention when receiving the hedonic product attribute in the non-customised ad condition. Furthermore, customisation influences attitude and purchase intention.
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Key words
Customisation,self-esteem,product attributes,advertising value
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