The impact of advertising creativity on purchase intention in the airline industry: A stimulus-organism-response (S-O-R) perspective

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.

Advertising creativity: Its influence on media response states towards the Hierarchy of effects

“…The consumer response of learning and remembering ad claims refer to the ads associating brands with positively valued traits. As brands are more associated with positive traits as evaluated by consumers, the more favorably disposed the consumers will be toward purchase [ 35 , 18 ]. Emotions influence the selectivity of attention, motivating action and behavior, facilitating encoding and retrieval of information [ 40 ] and providing a conducive context to learning and retention of information.…”

“…This final stage of the HOE refers to the intent to recommend or intent to purchase the advertised brand and is highly dependent on the prior stages working as a funnel to take effect. Creative ads also produce high levels of liking and purchase interest, positively affecting brand attitudes and purchase intentions [ 19 , 20 , 35 ]. AC has been argued to signal product quality among consumers affecting quality perceptions and influencing brand intention [ 36 ].…”

Mega shopping malls technology-enabled facilities, destination image, tourists’ behavior and revisit intentions: Implications of the SOR theory

“…Scholars widely use SOR in the retail studies for traditional shopping experience reviews as a review tool for consumers' purchase decision-making processes and consumer behavior (Othman et al, 2016;Bigne et al, 2019;Jeong et al, 2020). Researchers use SOR theory to evaluate consumers' online shopping behavior (Zimmerman 2017;Bigne et al, 2019;Sarılgan et al, 2022;Talwar et al, 2022). Researchers use SOR theory to assess consumers' online shopping behavior.…”

“…On the other hand, the Stimuli-Organism-Response theory is widely used in retail studies for traditional shopping experience reviews as a review tool for consumers' purchase decision-making processes and behavior (Othman et al, 2016;Bigne et al, 2019;Jeong et al, 2020). It is also extensively used in online shopping behavior and how people are driven for online purchases using various variables and moderators with a prime focus on the convenience of online shopping and the ease of use of those websites (Zimmerman 2017;Bigne et al, 2019;Sarılgan et al, 2022;Talwar et al, 2022). The flexibility of this theory and its ability to obtain various variables-often used in different supporting theories-is the reason for choosing it as the grounding theory in this study.…”

A Study of the Impact of Museum Website Creativity on Customer Citizenship Behavior

“…For example, Lange et al (2016) confirmed that creative window is an important driver of customer visit behavior [2]. Sılgan et al (2022) empirically found that creative advertising has a positive impact on product purchase intention based on S-O-R theory [3]. In addition, studies of other scholars also show that website creativity has a positive impact on tourists' offline travel intention (Cai et al [4], 2017).…”