Please use this identifier to cite or link to this item: https://hdl.handle.net/20.500.13087/2274
Title: The impact of advertising creativity on purchase intention in the airline industry: A stimulus-organism-response (S-O-R) perspective
Authors: Sarılgan, Ali Emre
Akan, Şahap
Bakır, Mahmut
Süleç, Havane
Keywords: Airline industry
S-O-R framework
Flow experience
Purchase intention
Social media advertising
Flow Experience
Recall
Consumers
Store
Roles
Brand
Satisfaction
Involvement
Attitude
Loyalty
Issue Date: 2022
Publisher: Varna Univ Management-Vum
Abstract: This study aims to understand the impact of advertising creativity on purchase intention in the airline industry. To this end, drawing on the Stimulus-Organism-Response (S-O-R) framework, the associations among advertising creativity, attitude toward advertising, flow experience, and purchase intention were investigated. Utilizing a total sample of 174 respondents in Turkey, the partial least squares structural equation modeling (PLS-SEM) approach was adopted to testing the research model. The results suggest that advertising creativity significantly affects purchase intention, attitude toward advertising, and flow experience. On the other hand, flow experience has no significant effect on purchase intention. Furthermore, attitude toward advertising mediates the relationship between advertising creativity and purchase intention.
URI: https://hdl.handle.net/20.500.13087/2274
ISSN: 1994-7658
1314-0817
Appears in Collections:İnşaat Mühendisliği Bölümü Koleksiyonu
Scopus İndeksli Yayınlar Koleksiyonu
WoS İndeksli Yayınlar Koleksiyonu

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