Emotional Appeal in Social Advertising on Consumer

Attitude and Purchase Intentions

Minh Thi Hong Le1*, Nguyen Thi Hoai Thanh, Pham Le Bao Ngan, Phung Huu
Thien, Phung Nhat Lam
1
College of Business, University of Economics Ho Chi Minh City (UEH), Vietnam
59C, Nguyen Dinh Chieu Street, District 3, Ho Chi Minh City, Vietnam
minhlth@ueh.edu.vn

Abstract. This research investigates the influence of positive emotional appeals

in social advertising on customer purchasing behavior, with a specific emphasis
on the affective aspect of the ABC attitude model. The research offers a thorough
analysis by investigating the influence of emotion, humor, and excitement on
customer attitudes towards advertising and subsequent brand assessments. Data
was used by SmartPLS to analyse, collected online about 300 Vietnamese
respondents. The results indicate that social advertising can enhance consumer
attitudes toward brand perceptions and advertising. Enhancing emotion in
advertising can increase the engagement between consumers and advertising
tactics. Both theoretical and practical implications were discussed.

Keywords: Social advertising, ABC Attitude theory, Purchase intention, SDGs.

1 Introduction
The global advertising landscape is increasingly emphasizing the importance of
emotional advertising. Statista has predicted that global advertising spending will reach
$989 billion by 2024, especially for digital advertising and social media Statista [1].
This trend highlights the importance of predicting customer sentiment to increase the
effectiveness of advertising, as well as the importance of advertising in marketing
activities.
When developing advertising strategies, to increase customer engagement, emphasis
should be placed on the emotional level, especially in diverse and competitive markets
[2]. Ho Chi Minh City is a major economic hub, so studying the effectiveness of
advertising in a major economic hub will create effective engagement with customers
here [3]. Therefore, studying the effectiveness of advertising will help brands develop
appropriate advertising content strategies.
Previous research has indicated the crucial role of emotional advertising in shaping
consumer behavior and purchase decisions [4, 5]. Emotional adversiting expressed
love, humor, and excitemnent content that enhance consumers’ attitudes toward brand,s
thereby, improving purchase intentions and fostering brand loyalty [6]. By creating
hedonic value, emotional advertising can attract consumers’ attention [7]. ABC model
of attitude encompasses affect, behavior and cognition that provides a key theoretical
background to creative advertising campaigns. In that, affect (emotion) is easy to create

© The Author(s) 2024

T. A. Trinh et al. (eds.), Proceedings of the 2nd International Conference - Resilience by Technology and Design
(RTD 2024), Advances in Intelligent Systems Research 186,
https://doi.org/10.2991/978-94-6463-583-6_14
288 M. T. H. Le et al.

a engagement between brand and consumers [8]. Affect includes both positive and
negative sides. Positive side mentions positive feelings and entertainment to the
audiences [9]. Meanwhile, negative side mentions fear, worrried to the audiences.
Depending on different purposes, brands choose a right side to engage with their
consumers. By leveraging the affective component of this model, the current study
seeks to dissect how positive emotions such as humor and enthusiasm not only shape
consumer attitudes towards advertisements but also drive behavioral outcomes like
increased purchase intention [10]. This approach allows for a more detailed analysis of
the emotional dynamics at play in social marketing, offering insights that can help
businesses craft more effective and emotionally resonant advertising strategies.
However, there is lack of research in findings types of positive emotional advertising
in social marketing that enhancing the appealings then encouraging consumer behavior
[11, 12]. This study provides insightful information for companies looking to improve
their marketing tactics in a cutthroat market by examining the ways in which emotions,
humor, and excitement impact consumer attitudes toward advertising and brand
perceptions.

2 Theoretical background
The ABC Model of Attitudes, which includes affective, behavioral, and cognitive
components, offers a complete framework for investigating the evolution of consumer
attitudes and their impact on behavior [13, 14]. The affective component, which refers
to a consumer's emotional or feeling attachment to a product, typically has a significant
influence on opinion development. For example, an individual's taste for chocolate ice
cream may stem mostly from pleasant feelings rather than a cognitive evaluation of its
flavor [15]. The cognitive side of the object includes thoughts or facts about the item
that legitimize or explain these sentiments and behaviors, but the emotional response
typically results in linked actions, such as buying the item.
The application of the ABC model in social marketing expressed the key role of
emotional appeals influencing consumer behavior. Previous studies have shown the
affective emotions advertising encouraging engagement and actions [9, 12].
Nevertheless, there is a deficiency in comprehending the complete impact of good
emotional advertising on customer behavior and views. The objective of this study is
to investigate the impact of various emotional appeals, such as love, comedy, and
excitement, on customer emotions (affective), following purchasing behaviors
(behavioral), and brand perceptions (cognitive) [16].

3 Hypotheses

3.1 A Subsection Sample

Advertising often uses love as an emotional tool because it emphasizes important
human connections such as friendship, family, and romantic relationships [17]. This
appeal draws attention to the emotional value of the ad and fosters a sense of connection
that can significantly influence a customer’s purchasing decisions [18].
 Emotional Appeal in Social Advertising on Consumer Attitude 289

Love can be expressed in a variety of contexts, often evoking admiration and positive
emotions in the viewer (Khana, 2016). When there is love, consumers will have a
positive feeling towards the ad, which makes them more inclined to want to own the
advertised product or service.
Humor is a powerful marketing strategy that can engage viewers and generate
interest in the advertised product or service. Humorous advertising is more effective
than serious advertising in increasing consumer awareness and preference for a product
(Speck, 1987; Weinberger & Gullas, 1992). When consumers feel happy, they become
more agreeable, as well as evaluate the ad positively.
Advertising that focuses on excitement and enjoyment is effective in increasing
brand awareness and promoting brand recall. By using enthusiasm to engage consumers
in actively learning about the special features of a product, advertisers can improve
understanding of their message (Khana, 2016). Therefore, it can be inferred that
excitement appeals are expected to have a positive impact on the entertainment value
of advertising.
Hypothesis 1 (H1): The inclusion of emotional appeals in advertising will
enhance the perceived entertainment value of the advertisement. Specifically:
● H1a: Love appeals in advertising will positively influence the perceived
entertainment value.
● H1b: Humor appeals in advertising will positively influence the perceived
entertainment value.
● H1c: Excitement appeals in advertising will positively influence the
perceived entertainment value.

3.2 Entertainment value impacts on Advertising Value

Entertainment value in advertising significantly increases consumer involvement
and purchase intention by making the advertisement more interesting and memorable,
thus improving brand attitudes and information processing [19]. Entertainment
advertising attracts consumers' attention and promotes positive cognitions, which
increases the likelihood of purchase. Recent research shows that entertainment value in
advertising increases consumer awareness and attitudes toward the brand, leading to
increased purchase intention by making the advertisement more memorable and
interesting [20]. Advertising that provides entertainment also improves consumers'
overall awareness and involvement, which can promote higher purchase intentions as
consumers become more invested in the brand [20]. In addition, entertainment value
drives effectiveness in social media marketing and aligns with media expectations,
thereby further enhancing engagement and conversion rates [21]. Therefore, while
entertainment enhances the overall effectiveness of advertising, its impact is also
influenced by media-related factors and service experience.

H2: The entertainment value of an advertisement positively influences its perceived

advertising value.
290 M. T. H. Le et al.

3.3 Advertising Value impacts on Attitude towards advertisement

Consumers' views toward the marketer have a substantial impact on the perceived
value of advertising. The credibility of the marketer has an impact on customer attitudes
[22]. Their research suggests that when consumers have good views towards the
advertiser, it increases their perception of the value of the advertising. Ohanian [23]
provided evidence to support this theory and developed a scale to measure the impact
of celebrity endorsements. The study found that consumers' opinions were positively
impacted by the celebrities' perceived attractiveness, intelligence, and dependability,
which raised the perceived value of the advertisement.
Huh, Delorme [24] proposed that when consumers regard an advertiser as more
credible, they are more likely to view the advertisement as valuable and effective. This
is because consumers tend to give more significance to advertisements that come from
trustworthy sources. Van-Tien Dao, Nhat Hanh Le [25] conducted a meta-analysis in
their research to support the hypothesis that strong advertiser credibility positively
affects perceived advertising value as well as advertising effectiveness. Further
evidence was presented by [26], who examined the effect of marketing credibility on
consumer reactions. Their research showed that people's perceptions of advertising
value are greater and more favorable when advertisers are trustworthy. In conclusion,
these research show that positive perceptions of advertisers can raise the perceived
worth of advertising.
H3: Positive attitudes toward the advertiser will enhance the perceived value of the
advertisement.
3.4 Attitude toward advertisement impacts Brand attitude
An individual's tendency to respond either favorably or unfavorably to a brand
following exposure to advertising stimuli is referred to as their attitude toward the brand
[27]. Studies have shown that attitudes regarding brands and advertising are two
different things [28]. In situations when customers are unfamiliar with a brand, their
perception of the advertisement frequently forms the foundation for their perception of
the brand. This is particularly true when the brand is unknown to the consumer, who is
more likely to base their opinion of the brand on how they react to the advertisement
[14, 22]. In light of these dynamics, the following theory is put forward:
H4: A positive attitude toward the advertisement will significantly enhance the
attitude toward the brand
3.5 Brand attitude impacts on Purchase Intention
A substantial and advantageous correlation between brand attitude and purchase
intention [29]. The manner in which brand attitude influences purchase intention is
distinct from the relationship between brand attitude and attitude toward advertising
[28]. Given the increasing popularity of online shopping, having a positive brand
attitude becomes a vital determinant of consumers' intention to make a purchase [30].
Therefore, the subsequent theory is suggested:

H5: Brand attitude significantly and positively influences consumers' purchase

intentions toward the advertised product.
 Emotional Appeal in Social Advertising on Consumer Attitude 291

4 Research Method

4.1 Data collection method

To explore the effect of emotional advertising on consumer purchasing decisions, an

online survey was administered targeting participants in Ho Chi Minh City (HCMC).
The recruitment process involved randomly selecting participants via popular social
media platforms, including Facebook, Instagram, and Zalo, to ensure a diverse
demographic representation. Individuals who expressed interest in participating were
provided with a link to a Google Form questionnaire, which was designed to capture
their attitudes and behaviors toward emotional advertising and its influence on their
purchasing decisions.
To examine the impact of emotional advertising on consumer purchase decisions,
we conducted an online survey targeting Ho Chi Minh City (HCMC) residents. Online
participants were randomly recruited through popular social media platforms, including
Facebook, Instagram, and Zalo, to obtain a representative sample. Those interested in
participating were directed to a Google Form questionnaire designed to assess their
attitudes and behaviors regarding emotional advertising and its impact on purchase
decisions. The questionnaire included a range of questions, from demographic
information to detailed questions about respondents’ experiences and reactions to
emotional advertising. Of the 330 responses collected, we excluded 30 responses, due
to incomplete responses or duplicate submissions. The data will be used for analysis.

4.2 Measurement

Likert scale was used to measure the items (1-Strongly disagree, 5-Strongly agree).
The scale items were adopted from previous studies and adjusted to fit with the current
content. Advertising value, humor, exhilaration, entertainment, and informativeness
items were adapted from [31]. Emotion of love items were adapted from [32]. The scale
for attitude toward the advertisement was adapted from [33], and the scale for brand
attitude was also adapted from the same study. Ultimately, the scale for assessing
purchase intention was adapted from [32].

4.3 Data analysis method

In order to evaluate the model, it is crucial to undertake two primary steps: appraising
the dependability and accuracy of the scales, and reviewing the connections among the
hypotheses in the model [34]. The initial stage is assessing the measurement model by
scrutinizing the reliability, convergent validity, and discriminant validity of the
constructs inside the model. Subsequently, as recommended by [35], the structural
model is assessed using a sequence of procedures: (1) Conducting tests on the route
coefficients, (2) calculating the coefficient of determination (R²), and (3) evaluating the
impact magnitude (f² value).
292 M. T. H. Le et al.

5 Data analysis results

5.1 Demographic information

The survey collected 300 valid responses, with 64% female and 90% aged 18-22, in
line with the research focus on young consumers. 93.7% were university students in Ho
Chi Minh City, with 53.3% currently unemployed and 34% working part-time. Income
was at the average level (46% below VND5 million/month, 40% between VND5-10
million/month), indicating that this consumer group spends online thoughtfully. Other
information was presented in Table 1.

Table 1. Demographic Information.

Variables Frq. (%) Variables Frq. (%)
Age Education
18-22 270 90.0 College/Vocational training 6 2.0
23-27 22 7.3 University 281 93.7
28-32 6 2.0 After university 13 4.3
>32 2 0.7 Occupation
Income Don't go to work 160 53.3
Under 5 million/month 138 46.0 Part-time job 102 34.0
5-10 million/month 120 40.0 Work full time 38 12.7
From 10-15 million/month 18 6.0 Gender
Over 15 million/month 24 8.0 Male 108 36.0
Female 192 64.0
 Emotional Appeal in Social Advertising on Consumer Attitude 293

5.2 Measurement model

In order to evaluate the dependability of the variables in this quantitative investigation, the
research team first used the following criteria: outer loadings more than 0.5, Cronbach's Alpha
greater than 0.7, and Composite Reliability (CR) greater than 0.7 [36]. Nevertheless, to more
closely match the precise goals of the study, the team opted to adjust the CR threshold to a
number exceeding 0.6. Based on the first analysis utilizing the technique, it was found that two
variables, EE3 and GT1, were considered unreliable due to their outer loadings being below
0.6, and they did not match the adjusted reliability criterion. These two factors were then
eliminated, and the algorithm analysis was performed again.

Convergent validity of the study variables was also evaluated using the Average Variance
Extracted (AVE) method. All variables have AVE values that surpass the threshold of 0.5. In
addition, the variables meet the Fornell-Larcker criterion for discriminant validity, since the
square root of each variable's average variance extracted (AVE) is higher than its correlations
with other variables. Furthermore, all HTMT values in the Heterotrait-Monotrait (HTMT)
criteria are below 1, as demonstrated by [34].
5.3 Structural model

The researchers employed the bootstrapping technique, with 5,000 sub-samples, to validate the
structural model and assure the precision of the PLS estimates ([36]. The results suggest that
the effect linkages are statistically significant, since the P-value is below 0.05. All impact
coefficients have a positive value, signifying that the linkages within the model are direct. In
order to assess the relative impact of independent factors on a given dependent variable, we
conducted a comparison of the absolute values of the coefficients obtained from the original
sample. A greater magnitude signifies a more significant influence. According to Table 2, all
hypotheses in this model are accepted.

The analysis results show that the independent variables EE, FU, and CT have a minor impact
on GT entertainment. However, GT has a significant impact on GQ (0.694), indicating that
entertainment strongly influences the perceived value of advertising. TQ variables significantly
impact TH variables (0.691), demonstrating that attitudes toward online advertising strongly
influence brand attitudes. The value of advertising has a strong influence on attitudes towards
online advertising. Furthermore, the TH variable significantly impacts the YD variable (0.732),
meaning that attitude toward a brand substantially influences purchase intentions.

Table 2. Hypothesis results.

H0 Relationship t-values Result
EE → G T 0.313 4.319 Accepted
FU → GT 0.183 2.727 Accepted
GQ → T Q 0.747 25.223 Accepted
GT → GQ 0.694 17.593 Accepted
T C → GT 0.291 3.790 Accepted
T H → YD 0.732 20.449 Accepted
T Q →T H 0.691 19.928 Accepted
294 M. T. H. Le et al.

Notes: EE: ; GT: ; FU: ;

6 Conclusion

6.1 Discussion
These findings are consistent with the existing body of literature, providing support and
extending previous research. For example, the significant influence of entertainment on
advertising value supports [20, 21] focus on the importance of entertainment in improving
advertising effectiveness. Furthermore, the consistent findings of [28], Ganesan, Sridhar [33]
support the notion that favorable brand sentiment plays an important role in influencing consumer
purchase behavior. Furthermore, these discoveries offer fresh perspectives by elucidating the
exact impacts of various emotional appeals on the value of advertising and the attitudes of
consumers [7, 12]. This study enhances our comprehension of the interaction between emotional
and entertaining factors in influencing customer buying decisions.
6.2 Theoretical implications
Aligned with the ABC theory, which examines the impact of emotions, actions, and
ideas on attitudes and behaviors, this study's findings offer valuable insights into the
theoretical implications of employing emotional advertising to shape customer
behavior. The results indicate that using emotional appeals in advertising has a
substantial influence on the level of amusement provided by the advertisement.
Consequently, this has a beneficial effect on customer perceptions of both the
commercial and the brand being endorsed. The observed sequential impact is in line
with the ABC model, indicating that emotional engagement (affect) has a substantial
influence on customer perceptions and subsequent purchase intentions. The study found
that overall impressions of a campaign are significantly influenced by the satisfaction
gained from emotional advertising, which in turn influences opinions about the brand
and ultimately determines purchase intention. This supports the theory that emotional
advertising creates a positive impression of the brand, thereby increasing purchase
effectiveness. This result confirms the importance of advertising campaigns to increase
consumer purchase motivation by attracting their attention.
6.3 Practical implications
The study highlights the effectiveness of emotional appeals, such as love, laughter,
and excitement, to enhance the entertainment value of advertising. Marketers will
therefore be able to create more engaging content that engages viewers with positive,
fun emotions. In highly competitive markets, this emotional differentiation can provide
a distinct competitive advantage.
Furthermore, marketers should focus on creating positive yet authentic
advertisements, which will increase the strong personal evaluation between the
individual and the brand, thereby increasing purchases due to a strong emotional
connection with the brand.
The study also found that increasing entertainment value can increase perceived
advertising value, which influences brand awareness and purchase decisions. This in
turn increases loyalty and increases conversion rates. Therefore, businesses should
prioritize increasing creative advertising tactics that emphasize emotional storytelling.
 Emotional Appeal in Social Advertising on Consumer Attitude 295

This is especially important in the digital marketing stage because it creates active user
engagement.

6.4 Limitation and future research

The use of online questionnaires distributed through social media platforms in this
study may have resulted in sample bias, which may limit the ability to generalize the
findings to larger populations that are not actively engaged on these platforms.
Furthermore, the use of self-reported data may be affected by biases such as social
desirability and recall error, which may reduce the validity of the results. The cross-
sectional strategy collects data at a single point in time, limiting the ability to infer
causal connections or long-term effects. Finally, the results may be influenced by the
cultural environment of Ho Chi Minh City, which may limit their relevance to other
areas with distinct socioeconomic or cultural circumstances.
Future research consider longitudianl research desings to track consumers’ change
in attitudes, behaviors over time, providing insights into the long-term influence of
emotional advertising. In addition, conducting experimental designs that manipulate
emotional appeals could provide a more understanding of relationship between
advertising factors and consumers’ reactions. Also, cultural factors should be studied
in responsed to emotional advertising. It can enhance understanding how emotions
impact on consumer behavior.

Acknowledgments. This study was supported by University of Economics Ho Chi

Minh City under grant number 2024-08-15-2461. Special thanks to Resilience by
Technology and Design-CTD UEH for their insightful feedback on earlier drafts of this
paper.
All third-party material rights have been obtained for your research.

Disclosure of Interests. The authors have no competing interests to declare that are
relevant to the content of this article.

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