Study on the Influence of Advertising Attractiveness on the Purchase Decisions of Women and Men

Łatuszyńska, Małgorzata; Wawrzyniak, Agata; Wąsikowska, Barbara; Furaiji, Fatimah

doi:10.14254/2071-8330.2013/6-2/2

Cited by 9 publications

(12 citation statements)

References 23 publications

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“…It is characteristic that women are interested in higher standard dwellings and at the same time they are aware of and prepared for all the additional costs this entails. Consequently, today's marketing activities are specifically oriented towards the fairer sex, since-in the opinion of real estate agents and professionals in the field-women usually have the final word when it comes to buying a home [73,74].…”

Section: Characteristics Of the Study Sample: Age Gendermentioning

confidence: 99%

Buying vs. Renting a Home in View of Young Adults in Poland

Bryx

Sobieraj

Metelski

et al. 2021

Land

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The deteriorating housing situation of young adults in many countries has become a subject of global interest. Researchers point to a number of factors that influence young adults’ decisions to own or rent a home. This paper examines the relationship between young adults’ inclination to own their own home and a range of different socio-economic factors. The study is of a quantitative-qualitative nature and was based on the results of a computer-assisted web interview (CAWI) questionnaire. The survey was conducted among young Poles aged 18–45 (n = 983). To analyse the results of the questionnaires, a logistic regression was used in which 24 different dichotomous and categorical variables were considered. Taking into account a number of individual characteristics (e.g., gender, education, hometown population size, etc.), the results show, for example, that single individuals and those with a higher level of tolerance for mortgage interest rates are more likely to own a home than to rent. This result highlights the desirability of easier access to mortgage credit. At the other end of the spectrum are those living with parents and those with dependents. The results imply that they are less interested in buying a home. Interestingly, declarations of a lack of funds for an own contribution when buying a new house/dwelling, or reluctance to expose oneself to financial difficulties throughout one’s life, do not discourage young adults from striving for their own dwelling, which further demonstrates the need to create appropriate mechanisms/instruments to facilitate the purchase of a dwelling for young adults.

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Section: Characteristics Of the Study Sample: Age Gendermentioning

confidence: 99%

Buying vs. Renting a Home in View of Young Adults in Poland

Bryx

Sobieraj

Metelski

et al. 2021

Land

View full text Add to dashboard Cite

show abstract

“…For example, several preliminary studies have shown that there is a positive relationship between advertising attractiveness (Amandeep et al. , 2017; Furaji et al. , 2013), influencer marketing (Kavaliauskienė & Margis, 2017; Lou & Yuan, 2019) and online customer review (Guo et al.…”

Section: Discussionmentioning

confidence: 99%

“…This study's result has interesting implications for researchers and managers. Apart from many previous studies that examine the relationship between advertising attractiveness (Furaji et al. , 2013; Khuong, 2015; Triyono et al.…”

Section: Discussionmentioning

confidence: 99%

“…The positive relationship between advertising attractiveness and purchase decision has been agreed upon by several researchers. In their study, Furaji et al. (2013) analyzed consumer behavior with a survey approach.…”

Section: Literature Review and Hypothesis Developmentmentioning

confidence: 99%

“…Previous studies have shown the relationship between advertising attractiveness (Furaji, Łatuszyńska, Wawrzyniak, & Wąsikowska, 2013; Khuong, 2015; Triyono, Ginting, Karina, & Sembiring, 2019), influencer marketing (Guptaa, 2021; Kavaliauskienė & Margis, 2017; Lou & Yuan, 2019; Nagori, 2020) and online customer reviews (Constantinides & Holleschovsky, 2016; Thomas, Wirtz, & Weyerer, 2019; Zhang, Zheng, & Wang, 2020) on purchase decision. In general, the results of the study showed that there was a positive relationship in each observed variable.…”

Section: Introductionmentioning

confidence: 99%

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Why customers buy an online product? The effects of advertising attractiveness, influencer marketing and online customer reviews

Arief,

Mustikowati,

Chrismardani

2023

LBSJMR

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PurposeDigitalization in marketing activities has made it easier for people to make purchase decision. This platform encourages every firm to optimize digitalization as part of its marketing strategy. Optimization of attractive digital marketing involves advertising attractiveness, influencer marketing and online customer reviews. This study aims to investigate advertising attractiveness, influencer marketing and online customer reviews on purchase decision.Design/methodology/approachThe study was conducted with a quantitative approach. A total of 120 respondents were involved in this study by using convenience sampling techniques in data collection. Multiple linear regression was used to analyze the data.FindingsThe results of the study show that influencer marketing and online customer reviews have an impact on online purchase decision. Meanwhile, advertising attractiveness does not show any influence on purchase decision.Practical implicationsDespite the start-ups have modified the website by increasing the content to make it more informative, it seems that customers are not interested in making a purchase. Therefore, notwithstanding the role of website attractiveness, the use of physical attractiveness is still considered an effective way to encourage customers to make purchasing decisions. In this way, a firm needs to make adjustments between the customers' personality, lifestyle and attitudes and endorsers.Originality/valueThis study developed previous empirical studies which a positive relationship between advertising attractiveness, influencer marketing, online customer reviews and purchase decision. The development of the model was carried out by elaborating variable indicators. In addition, the source of increasing credibility was not based on physical attractiveness, but rather emphasizes the website quality.

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Experimental Study of Consumer Behavior Using Agent-Based Simulation

Furaiji

Łatuszyńska

2018

Problems, Methods and Tools in Experimental and Behavioral Economics

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Study on the Influence of Advertising Attractiveness on the Purchase Decisions of Women and Men

Cited by 9 publications

References 23 publications

Buying vs. Renting a Home in View of Young Adults in Poland

Buying vs. Renting a Home in View of Young Adults in Poland

Why customers buy an online product? The effects of advertising attractiveness, influencer marketing and online customer reviews

Experimental Study of Consumer Behavior Using Agent-Based Simulation

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