A eficácia da publicidade pop-up nas intenções de compra dos consumidores millennials
Palavras-chave:
Digitalização, Publicidade pop-up, Millineal Generation, Brand Trust, Purchase IntentionResumo
Objetivo: O artigo explora a eficácia da publicidade pop-up em influenciar as intenções de compra dos consumidores da geração millennial. O objetivo principal é analisar como os anúncios pop-up impactam o comportamento do consumidor, com foco na confiança na marca como fator mediador.
Métodos: A pesquisa utiliza a abordagem de Modelagem de Equações Estruturais com Mínimos Quadrados Parciais (SEM-PLS) para avaliar a relação entre anúncios pop-up, confiança na marca e intenção de compra. Os dados foram coletados de 280 entrevistados que utilizaram a internet nos últimos cinco anos. O estudo investiga como os anúncios pop-up influenciam as decisões de compra, mediadas pela confiança na marca.
Resultados: O estudo revela que os anúncios pop-up podem ser tanto distrativos quanto perturbadores para as atividades do consumidor. Embora tenham o potencial de aumentar a visibilidade da marca, sua natureza invasiva pode afetar negativamente as intenções de compra. No entanto, a confiança na marca desempenha um papel significativo na mitigação desses efeitos, atuando como um mediador entre a natureza disruptiva dos anúncios pop-up e o comportamento de compra do consumidor.
Contribuição: Esta pesquisa contribui para o entendimento das estratégias de marketing digital, destacando a complexa relação entre publicidade pop-up, confiança na marca e intenção de compra. Ela enfatiza a importância da confiança na marca como mediador, fornecendo insights para os profissionais de marketing sobre como projetar campanhas de anúncios pop-up mais eficazes.
Conclusão: A publicidade pop-up pode impactar negativamente as intenções de compra se for usada em excesso ou de maneira inadequada. No entanto, quando combinada com uma forte confiança na marca, ela tem o potencial de impulsionar o engajamento e o comportamento de compra dos consumidores. Os profissionais de marketing devem equilibrar cuidadosamente o uso dos anúncios pop-up para minimizar sua natureza disruptiva e aumentar a confiança na marca.
Referências
Abbasi, A. Z., Rehman, U., Hussain, A., Ting, D. H., & Islam, J. U. (2021). The impact of advertising value of in-game pop-up ads in online gaming on gamers’ inspiration: An empirical investigation. Telematics and Informatics, 62, 101630.
Anwar, S. K., Kusumawati, A., & Sanawiri, B. (2014). The Influence Of Brand Awareness And Product Attribute Toward Purchase Decision (Study on the Undergraduate Students of Administrative Science Faculty of 2014 Batch as Samsung Smartphone Consumers and Users Customer ). Jurnal Administrasi Bisnis (JAB), 55(1), 214–221.
ARUNGBEMI, O. G. (2020). Influence Of Online Pop-Up Advertising On Students’buying Habits (A Study Of Mountain Top University Students).
Ausserdorfer, J., Hauptmann, J., & Kantorska, G. (2018). The Influence of pop-up stores on the brand equity of online retailers. The Strategic Brand Management: Master Papers, September/(4).
Bendig, D., Schulz, C., Theis, L., & Raff, S. (2023). Digital orientation and environmental performance in times of technological change. Technological Forecasting and Social Change, 188, 122272.
Bougie, R., & Sekaran, U. (2019). Research methods for business: A skill building approach. John Wiley & Sons.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81–93.
Cheung, M. L., Leung, W. K. S., & Chan, H. (2020). Driving healthcare wearable technology adoption for Generation Z consumers in Hong Kong. Young Consumers. https://doi.org/https://doi.org/10.1108/YC-04-2020-1123
Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720.
Dam, T. C. (2020). Influence of brand trust, perceived value on brand preference and purchase intention. The Journal of Asian Finance, Economics and Business (JAFEB), 7(10), 939–947.
Dang, V. T., Nguyen, N., & Wang, J. (2020). Consumers’ perceptions and responses towards online retailers’ CSR. International Journal of Retail & Distribution Management, 48(12), 1277–1299.
Davis, F. D. (1989). Technology acceptance model: TAM. Al-Suqri, MN, Al-Aufi, AS: Information Seeking Behavior and Technology Adoption, 205–219.
Davranova, M. D. (2019). Internet Advertising: Perceptions of the users. International Journal of Marketing and Business Communication, 8(2019), 25–36.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., & Krishen, A. S. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168.
Fachryto, T., & Achyar, A. (2018). Effect of online behavioral advertising implementation on attitude toward ad and purchase intention in Indonesian E-marketplace. Sriwijaya International Journal of Dynamic Economics and Business, 2(2), 123–138.
Gong, J., Said, F., Ting, H., Firdaus, A., Aksar, I. A., & Xu, J. (2023). Do privacy stress and brand trust still matter? Implications on continuous online purchasing intention in China. Current Psychology, 42(18), 15515–15527.
Ha, H., & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour: An International Research Review, 4(6), 438–452.
Ha, S., & Stoel, L. (2009). Consumer e-shopping acceptance: Antecedents in a technology acceptance model. Journal of Business Research, 62(5), 565–571. https://doi.org/10.1016/j.jbusres.2008.06.016
Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review.
Halliday, S. V., & Astafyeva, A. (2014). Millennial cultural consumers: co-creating value through brand communities. Arts Marketing: An International Journal. https://doi.org/https://doi.org/10.1108/AM-01-2014-0003
Harridge‐March, S. (2006). Can the building of trust overcome consumer perceived risk online? Marketing Intelligence & Planning, 24(7), 746–761.
Hong, I. B., & Cha, H. S. (2013). The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, 33(6), 927–939.
Hsieh, A.-Y., Lo, S.-K., Chiu, Y.-P., & Lie, T. (2021). Do not allow pop-up ads to appear too early: Internet users’ browsing behaviour to pop-up ads. Behaviour & Information Technology, 40(16), 1796–1805.
Hussain, A., Abbasi, A. Z., Hollebeek, L. D., Schultz, C. D., Ting, D. H., & Wilson, B. (2022). Videogames-as-a-service: converting freemium-to paying-users through pop-up advertisement value. Journal of Services Marketing, 36(3), 398–415.
Hwang, J., Yoon, Y.-S., & Park, N.-H. (2011). Structural effects of cognitive and affective reponses to web advertisements, website and brand attitudes, and purchase intentions: The case of casual-dining restaurants. International Journal of Hospitality Management, 30(4), 897–907.
Imsa, M. A. (2020). Online advertising effectiveness for advertiser and user. 2nd Jogjakarta Communication Conference (JCC 2020), 216–221.
Juliana, J., Djakasaputra, A., Pramono, R., & Hulu, E. (2021). Brand Image, Perceived Quality, Ease of Use, Trust, Price, Service Quality on Customer Satisfaction and Purchase Intention of Blibli Website With Digital Technology As Dummy Variable in the Use of Eviews. Journal of Critical Reviews.
Juliana, J., & Johan, J. (2020). Pengaruh brand image terhadap keputusan memilih universitas dengan brand trust sebagai variabel intervening. J. Bus. Bank, 9(2), 229–246.
Klein, J. F., Falk, T., Esch, F.-R., & Gloukhovtsev, A. (2016). Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail. Journal of Business Research, 69(12), 5761–5767.
Lala, G. (2014). The emergence and development of the technology acceptance model (TAM). Marketing from Information to Decision, 7, 149–160.
Lee, J., Park, D., & Han, I. (2011). The different effects of online consumer reviews on consumers’ purchase intentions depending on trust in online shopping malls: An advertising perspective. Internet Research, 21(2), 187–206.
Lee, K.-Y., & Samanta, P. K. (2023). Does Online Brand Influence Offline Word-of-mouth? Using Pop-up Stores as a Means of Surprise and Brand Experience. Asian Journal of Business Research Volume, 13(2).
Martins, J., Costa, C., Oliveira, T., Gonçalves, R., & Branco, F. (2019). How smartphone advertising influences consumers’ purchase intention. Journal of Business Research, 94, 378–387.
Mergillano, M. R., Nabor, B. G., Halili, R. R., Hinanay, K. G., & Grimaldo, J. R. (2022). Elements of online advertisements: Its impact on late generation z’s purchase intention. Journal of Business and Management Studies, 4(2), 362–382.
Mosavi, S. A., & Ghaedi, M. (2012). A survey on the relationship between trust, customer loyalty, commitment and repurchase intention. African Journal of Business Management, 6(36), 10089.
Movahedisaveji, M. M., & Shaukat, B. (2020). Mediating role of brand app trust in the relationship between antecedents and purchase intentions-Iranian B2C mobile apps. Journal of Management Analytics, 7(1), 69–104.
Nair, P. K., Ali, F., & Leong, L. C. (2015). Factors affecting acceptance & use of ReWIND: Validating the extended unified theory of acceptance and use of technology. Interactive Technology and Smart Education, 12(3), 183–201.
Park, E., & Ohm, J. (2014). The impacts of media type, placement and exposure type on attitudes towards advertisements on mobile devices. International Journal of Mobile Communications, 12(2), 160–176.
Pham, V. K., Nguyen, T. Le, Do, T. T. H., Tang, M. H., & Thu Hoai, H. Le. (2020). A study on switching behavior toward online shopping of vietnamese consumer during the Covid-19 time. https://doi.org/https://doi.org/10.2139/ssrn.3651300
Robertson, T. S., Gatignon, H., & Cesareo, L. (2018). Pop-ups, ephemerality, and consumer experience: the centrality of buzz. Journal of the Association for Consumer Research, 3(3), 425–439.
Sanny, L., Arina, A., Maulidya, R., & Pertiwi, R. (2020). Purchase intention on Indonesia male’s skin care by social media marketing effect towards brand image and brand trust. Management Science Letters, 10(10), 2139–2146.
Shubhangam, K., Srivastava, M., Ravi, R., & Singh, R. (2020). Influence of social media advertisement on customer’s purchase decision: A literature review. International Journal on Recent Trends in Business and Tourism (IJRTBT), 4(4), 25–31.
Smith, K. T. (2011). Digital marketing strategies that Millennials find appealing, motivating, or just annoying. Journal of Strategic Marketing, 19(6), 489–499.
Sovania, E., & Erasashanti, A. P. (2020). The Effect Of Ussd Pop-Up Notification Advertising On Interests In Buying Sme’s Products. Journal of Applied Business and Economics (JABE), 6(4), 274–286.
Suhaily, L., & Darmoyo, S. (2017). Effect Of Product Quality, Perceived Priceand Brand Image On Purchase Decision Mediated By Customer Trust (Study On Japanese Brandelectronic Product). Jurnal Manajemen, 21(2), 179–194.
Tambajong, M., Lapian, J. S., & Tumewu, F. J. (2019). The Effectiveness Of Pop Up Advertising On Social Media (Case Study: Facebook User At Student College Feb Unsrat Institution). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis Dan Akuntansi, 7(3).
Tan, Z., Sadiq, B., Bashir, T., Mahmood, H., & Rasool, Y. (2022). Investigating the impact of green marketing components on purchase intention: The mediating role of brand image and brand trust. Sustainability, 14(10), 5939.
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Abbasi, A. Z., Rehman, U., Hussain, A., Ting, D. H., & Islam, J. U. (2021). The impact of advertising value of in-game pop-up ads in online gaming on gamers’ inspiration: An empirical investigation. Telematics and Informatics, 62, 101630.
Anwar, S. K., Kusumawati, A., & Sanawiri, B. (2014). The Influence Of Brand Awareness And Product Attribute Toward Purchase Decision (Study on the Undergraduate Students of Administrative Science Faculty of 2014 Batch as Samsung Smartphone Consumers and Users Customer ). Jurnal Administrasi Bisnis (JAB), 55(1), 214–221.
ARUNGBEMI, O. G. (2020). Influence Of Online Pop-Up Advertising On Students’buying Habits (A Study Of Mountain Top University Students).
Ausserdorfer, J., Hauptmann, J., & Kantorska, G. (2018). The Influence of pop-up stores on the brand equity of online retailers. The Strategic Brand Management: Master Papers, September/(4).
Bendig, D., Schulz, C., Theis, L., & Raff, S. (2023). Digital orientation and environmental performance in times of technological change. Technological Forecasting and Social Change, 188, 122272.
Bougie, R., & Sekaran, U. (2019). Research methods for business: A skill building approach. John Wiley & Sons.
Chaudhuri, A., & Holbrook, M. B. (2001). The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty. Journal of Marketing, 65(2), 81–93.
Cheung, M. L., Leung, W. K. S., & Chan, H. (2020). Driving healthcare wearable technology adoption for Generation Z consumers in Hong Kong. Young Consumers. https://doi.org/https://doi.org/10.1108/YC-04-2020-1123
Cheung, M. L., Pires, G., & Rosenberger, P. J. (2020). The influence of perceived social media marketing elements on consumer–brand engagement and brand knowledge. Asia Pacific Journal of Marketing and Logistics, 32(3), 695–720.
Dam, T. C. (2020). Influence of brand trust, perceived value on brand preference and purchase intention. The Journal of Asian Finance, Economics and Business (JAFEB), 7(10), 939–947.
Dang, V. T., Nguyen, N., & Wang, J. (2020). Consumers’ perceptions and responses towards online retailers’ CSR. International Journal of Retail & Distribution Management, 48(12), 1277–1299.
Davis, F. D. (1989). Technology acceptance model: TAM. Al-Suqri, MN, Al-Aufi, AS: Information Seeking Behavior and Technology Adoption, 205–219.
Davranova, M. D. (2019). Internet Advertising: Perceptions of the users. International Journal of Marketing and Business Communication, 8(2019), 25–36.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., & Krishen, A. S. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168.
Fachryto, T., & Achyar, A. (2018). Effect of online behavioral advertising implementation on attitude toward ad and purchase intention in Indonesian E-marketplace. Sriwijaya International Journal of Dynamic Economics and Business, 2(2), 123–138.
Gong, J., Said, F., Ting, H., Firdaus, A., Aksar, I. A., & Xu, J. (2023). Do privacy stress and brand trust still matter? Implications on continuous online purchasing intention in China. Current Psychology, 42(18), 15515–15527.
Ha, H., & Perks, H. (2005). Effects of consumer perceptions of brand experience on the web: Brand familiarity, satisfaction and brand trust. Journal of Consumer Behaviour: An International Research Review, 4(6), 438–452.
Ha, S., & Stoel, L. (2009). Consumer e-shopping acceptance: Antecedents in a technology acceptance model. Journal of Business Research, 62(5), 565–571. https://doi.org/10.1016/j.jbusres.2008.06.016
Hair Jr, J. F., Sarstedt, M., Hopkins, L., & Kuppelwieser, V. G. (2014). Partial least squares structural equation modeling (PLS-SEM): An emerging tool in business research. European Business Review.
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Harridge‐March, S. (2006). Can the building of trust overcome consumer perceived risk online? Marketing Intelligence & Planning, 24(7), 746–761.
Hong, I. B., & Cha, H. S. (2013). The mediating role of consumer trust in an online merchant in predicting purchase intention. International Journal of Information Management, 33(6), 927–939.
Hsieh, A.-Y., Lo, S.-K., Chiu, Y.-P., & Lie, T. (2021). Do not allow pop-up ads to appear too early: Internet users’ browsing behaviour to pop-up ads. Behaviour & Information Technology, 40(16), 1796–1805.
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Imsa, M. A. (2020). Online advertising effectiveness for advertiser and user. 2nd Jogjakarta Communication Conference (JCC 2020), 216–221.
Juliana, J., Djakasaputra, A., Pramono, R., & Hulu, E. (2021). Brand Image, Perceived Quality, Ease of Use, Trust, Price, Service Quality on Customer Satisfaction and Purchase Intention of Blibli Website With Digital Technology As Dummy Variable in the Use of Eviews. Journal of Critical Reviews.
Juliana, J., & Johan, J. (2020). Pengaruh brand image terhadap keputusan memilih universitas dengan brand trust sebagai variabel intervening. J. Bus. Bank, 9(2), 229–246.
Klein, J. F., Falk, T., Esch, F.-R., & Gloukhovtsev, A. (2016). Linking pop-up brand stores to brand experience and word of mouth: The case of luxury retail. Journal of Business Research, 69(12), 5761–5767.
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Lee, K.-Y., & Samanta, P. K. (2023). Does Online Brand Influence Offline Word-of-mouth? Using Pop-up Stores as a Means of Surprise and Brand Experience. Asian Journal of Business Research Volume, 13(2).
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Pham, V. K., Nguyen, T. Le, Do, T. T. H., Tang, M. H., & Thu Hoai, H. Le. (2020). A study on switching behavior toward online shopping of vietnamese consumer during the Covid-19 time. https://doi.org/https://doi.org/10.2139/ssrn.3651300
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