How the microfilm marketing strategy stimulates consumers’ purchase intention

Pei-Jung Su1, Hsi-Peng Lu2, Pei-Hsin Lin3
1Executive Department of Business Administration, National Taiwan University of Science and Technology, Taiwan
2Department of Information Management, National Taiwan University of Science and Technology, Taiwan
3Department of Business Administration, National Taiwan University, Taiwan
Cite this article:  Su, P.-J., Lu, H.-P., & Lin, P.-H. (2018). How the microfilm marketing strategy stimulates consumers’ purchase intention. Social Behavior and Personality: An international journal, 46(6), 953-968.

Volume 46 Issue 6 | e6943 | Published: June 2018 | DOI: https://doi.org/10.2224/sbp.6943

Abstract
Full Text
References
Tables and Figures
Acknowledgements
Author Contact

affective and cognitive attitude change and purchase intention. Participants were 316 Taiwanese consumers who had seen “House of Little Moments,” a successful microfilm marketing campaign in Taiwan. The empirical results of confirmatory factory analysis with structural equation modeling revealed that argument quality predicted cognitive responses and story plot predicted affective responses; celebrity effect and microfilm popularity had positive effects on both affective and cognitive responses; and purchase intention was affected by both cognitive and affective responses, with affective responses having the stronger effect. These results imply that the extent of consumers’ emotional reaction to persuasive messages has a particularly important influence on purchase intention in story-based advertising. Therefore, understanding the effect of persuasive messages in microfilm marketing is essential for both advertisers and marketers.

Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.
Please login and/or purchase the PDF to view the full article.