Investigating the impact of advertising appeals on customer purchase intention applied on personal care product

Abstract

Purpose: The purpose of this research is to study the impact of advertising appeal on the purchase intention at skin care products Methodology: This research’s data was obtained from both primary and secondary data, as the researchers reviewed and used previous academic articles studying the effect of advertising appeal on the intention to purchase skin care products. The researchers also conducted in-depth interviews with industry experts in order to obtain valuable insight about the effect of advertising appeals on the purchase intention, an online questionnaire was formed and answered by 203 respondents with the purpose of measuring their opinion about the topic of advertising appeals. Finally, the data obtained from the previous convenience methods were analyzed using SPSS program and Smart PLS program. Findings: The findings of this research indicated that the four types of advertising appeals are used to trigger better purchase intention and they are eager to affect the advertising target audience potential to be affected by the message revealed through emotional; rational; humor and fear appeals. Implications: The research provides a set of recommendations to personal care companies on how to make benefit from the advertising appeals. In addition, the study recommends various strategies to raise marketing manager understanding of the diverse appeals. These suggestions aim to enhance their marketing efforts and subsequently properly choose the most viable appeal that will pass a credible message to target audience. By implementing these recommendations, the personal care brands can strengthen its credibility and attractiveness brand amongst their target audience. Originality/ Value: This research provided an investigation of the effect of advertising appeals on customers’ purchase intention, although there are previous researches conducted about the same topic, they were all applied on foreign countries. However, this research has allowed the exploration of the topic in the Egyptian market specifically.