Using rational and emotional appeals in online advertisements for Muslim customers

Abstract

Purpose – The purpose of this study is to verify the factors affecting the use of emotional and rational appeals in online advertising among Muslim customers in Iran. Design/methodology/approach – By reviewing the literature of advertising appeals and developing a comprehensive theoretical model, the effect of rational and emotional appeals on online advertising was examined. Expert questionnaire was administered to verify the validity of collected features. The Student's t-test was utilized to analyze the data collected from 271 participants. Findings – Five latent variables, namely user type, product involvement, e-lifestyle, advertising strategies, and internet motives were examined to explain factors affecting online advertising appeals among Muslim customers in Iran. It was found that “advertising strategies” and “user type” are the most effective factors influencing Muslims customers in developing an online advertising campaign. Research limitations/implications – The sample of this study was Iranian experts and it is necessary to conduct a survey with a larger sample size. Originality/value – This study provides insights into factors affecting the selection of emotional and rational appeals in Muslims countries. Moreover, it reports the primary columns of online advertising appeals.

The advertising standardisation debate revisited

“…In addition there is an increase in demand for Islamic studies; halal supply chains, tourism, finance and banking . The emergence of new market opportunities has generated considerable debate amongst academics and practitioners regarding appropriate marketing strategies and tools to use when communicating with Muslim consumers (Abdullah and Ahmad, 2010;Behboudi et al, 2014;De Run et al, 2010;Kruckeberg, 1996;Yusuf, 2010;Zakaria and Abdul-Talib, 2010).…”

Brand Equity of Lahore Fort as a Tourism Destination Brand

“…Pakistan is a Muslim state where a large number of places for spiritual and historical tourism exist, from shrines to places such as the Lahore Fort. It has been acknowledged that Muslims perceive brand promotions very differently and they must be considered a separate market for study (Behboudi, Vazifehdoust, Najafi, & Najafi, 2014). The country remains an excellent venue to investigate place branding, as no study has epitomized destination branding regarding the various destinations located all across Pakistan (Haq & Wong, 2010).…”

Effect of Rational Advertisement Appeal on Online Branding in Pakistan

“…Among Muslim customers whose lifestyle gives preference to e-shopping, are influenced by rational appeals. As regards of the motive behind using the internet, customers who use internet to look up for information are more influenced by rational appeals (Behboudi et al, 2014).…”

“…A particular element of an advertisement can be called an appeal when it is able to attract the targeted audience. There are two approaches by which appeals can be incorporated in the advertisement message and these are rational appeals and emotional appeals (Behboudi et al, 2014). In this paper the focus would be on rational advertisement appeal.…”

“…Such appeals alter the attitude of the customers receiving the message regarding the product and are based on the power to persuade related to the features of the product. Information, reason and logical arguments are the means by which rational appeals motivate the customers to make right decision (Behboudi et al, 2014).…”