Factors Affecting Advertising Appeals and their Impact on Consumers’ Buying Behavior with a Mediating Role of Purchase Intention: Evidence from Beverage Industry of Pakistan

Abstract

Advertising is considered an effective source of effective communication with customers. With different appeals used in ads, it is imperative to see if those appeals actually affect the consumers’ purchase intention and buying behavior. Despite playing a key role in the economy, there was insufficient research done on the beverage industry’s advertisements and their impact on consumers’ buying behavior in Pakistan. Therefore, I choose the beverage industry of Pakistan to conduct the research. In this study, I have analyzed the impact of emotional appeal and celebrity endorsement appeal on the consumers’ buying behavior with a mediating role of purchase intention. Theory of planned behavior was used as an underpinning theory. The research type is quantitative, as the questionnaires were filled by the participants. After collecting data, it was analyzed through SPSS software for multiple tests including Reliability test, Correlation test and Regression test and Hayes Process to analyze the impact of variables and mediation. Other than collecting primary data, secondary data has also been analyzed in the form of existing literature with the help of different journals and articles. The findings concluded that both the appeals; emotional and celebrity endorsement affected the consumers’ buying behavior and there was a partial mediation of purchase intention in between emotional appeal and consumers’ buying behavior as well as celebrity endorsement appeal and consumers’ buying behavior.