The effect of content and model type in sidebar advertising on middle-aged women’s online purchases of anti-aging products

Abstract

With marketing strategies, for anti-aging products targeted to middle-aged women, changing from traditional mass media to sidebar advertising on social media sites like Facebook, it is important to understand if the middle-age women purchased these anti-aging products based on the content and model type portrayed in the sidebar advertisement. Previous studies about advertising to middle-aged women indicated advertisements did not make a connection with women. This study examined whether or not sidebar advertisements created with credibility, informativeness, and believability would make a connection with middle-aged women motivating them to buy an antiaging product. Three-hundred and eighty-five women participated in the testimonial study. Results indicated that there was significant difference found in middle-aged women's perception of the believability to purchase from an advertisement depicted in an online sidebar advertisement for an anti aging product.