| Title |
The influence of emotion-based and rational choice-based stimuli on the advertising impact of ads on the facebook platform |
| Translation of Title |
Emociniais ir racionalaus pasirinkimo pagrindais grindžiamų stimulų įtaka reklamos poveikiui „Facebook“ platformoje. |
| Authors |
Qadir, Ehsan |
| Full Text |
|
| Pages |
60 |
| Keywords [eng] |
Facebook advertising, rational appeals, emotional appeals, consumer engagement, purchase intention, advertising effectiveness, attitude toward advertising, social media marketing, product quality, price value. |
| Abstract [eng] |
Problem, objectives and tasks of the FMTP: This study examines how emotional and rational advertising appeals promote the Facebook ads, in terms of consumer attention and buying intention. Research Methods used in FMTP: The research employs a quantitative research method by conducting a survey with 440 participants to determine the main predictors, Product Quality, Price Value, Involvement and Advertising Recognition and the effect of these factors on Attitude Towards Facebook Advertising and the Purchase Intention afterwards. Research and results obtained: The results indicate that the attitude and purchase intentions of consumers are strongly influenced by the cognitive and value-based factors (especially Price Value and Involvement) but not by Advertising Recognition. This study, unlike the existing literature that focuses mainly on the use of emotional appeal as the sole method of influencing consumer behaviour in social media, reveals that rational, utilitarian content plays a key role in creating consumer behaviour on Facebook. Conclusion of FMTP: The findings provide viable information to marketers who want to maximise advertisement messages and strategic guidelines to improve the effectiveness of advertisement on social media. |
| Dissertation Institution |
Vilniaus universitetas. |
| Type |
Master thesis |
| Language |
English |
| Publication date |
2026 |
