Influence of Rational and Emotional Appeals on Purchasing Through Online: The Case on Social Media

Mohammad Toufiqur Rahman and Tanjina Pial

International Journal of Financial Research, 2020, vol. 11, issue 1, 34-42

Abstract: Advertising appeals is a powerful process for companies to influence customers¡¯ buying decisions. The primary aim of this research is to figure out that every customer has the same impact on all advertising appeal or not and what sort of promotional appeal can be more easily and efficiently applied to consumers. To get the answer, the information was gathered by organized questionnaires from 82 people randomly in various regions in Bangladesh, who frequently do online purchase through social media, between April and July 2019. The research shows that most of the customers are influenced by both emotional and rational advertising appeals. From t-test it has been observed that both males and females are influenced by the same way whether the advertising positioning is rational or emotional. It has also been observed that all categories customers are influenced more by those emotional advertisements that depict sociality and in rational positioning, all are influenced that demonstrating the product uses, benefits and features. The age group ¡®less than 30 years¡¯ and the ¡®students¡¯ are more influenced by emotional than from rational appeals.

Keywords: emotional positioning; rational positioning; appeal; influence; purchasing (search for similar items in EconPapers)
Date: 2020
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Downloads: (external link)
http://www.sciedu.ca/journal/index.php/ijfr/article/view/16222/10232 (application/pdf)
http://www.sciedu.ca/journal/index.php/ijfr/article/view/16222 (text/html)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:jfr:ijfr11:v:11:y:2020:i:1:p:34-42

DOI: 10.5430/ijfr.v11n1p34

Access Statistics for this article

International Journal of Financial Research is currently edited by Gina Perry

More articles in International Journal of Financial Research from International Journal of Financial Research, Sciedu Press
Bibliographic data for series maintained by Gina Perry ().