The Influence of Nostalgic Advertising on Viral Intention and Purchase Intention

DOI

10.2991/aebmr.k.210831.103How to use a DOI?

Keywords

Digital Marketing, Nostalgic Advertising, Attitude Towards The Ad, Purchase Intention, Viral Intention

Abstract

Nowadays, many companies attempt to combine a unique theme into their advertisement through social media platforms such as Facebook, YouTube, and Instagram. One of their purposes to attempt this strategy is to expecting become viral and increasing the purchase intention of their products from their targeted viewers. A previous study found that nostalgic content in advertise had a positive relationship with the attitude toward the ad. Thus, this present study developed a model to find the effect of the nostalgic advertisement on attitude toward the ad, attitude on the brand, purchase intention on viral intention, as well as the relationship between them. The model was tested by collecting data from respondents. The criteria for respondents were, who lived in Jakarta, between 20- 54 years old, and they did not use the advertised product. Then the next process was guiding them to watch the selected nostalgic advertisement, and the last process was filling the questionnaire form to observe the effect after watching the advertise. The findings demonstrated the nostalgic advertising had positively significant to attitude toward the ad. The study also found that there was a positive relationship between attitude and ad, attitude and brand, viral intentions and purchase intention. These findings provide insightful implications for marketers and advertisers to help them determining the content theme for their further advertising.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ryan Dharmasaputro
AU  - Adrian Achyar
PY  - 2021
DA  - 2021/09/02
TI  - The Influence of Nostalgic Advertising on Viral Intention and Purchase Intention
BT  - Proceedings of the 5th Global Conference on Business, Management and Entrepreneurship (GCBME 2020)
PB  - Atlantis Press
SP  - 529
EP  - 533
SN  - 2352-5428
UR  - https://doi.org/10.2991/aebmr.k.210831.103
DO  - 10.2991/aebmr.k.210831.103
ID  - Dharmasaputro2021
ER  -