The influence of advertising appeals on viral advertising, brand awareness, and purchase intention: The moderator role of hedonic personality


  • Wisnu Prajogo Master of Management Program, STIE YKPN School of Business, Yogyakarta
  • Edi Purwanto Master of Management Program, STIE YKPN School of Business, Yogyakarta



Advertising Appeals, Purchase Intentions, Brand Awareness, Hedonic Personality, Viral Intentions, Attitude toward Advertising


Viral advertising has become a trending topic nowadays. This study aims to examine the effect of advertising appeals on viral advertising, brand awareness, and purchase intentions with the hedonic personality playing as a moderating role. The use of hedonic personality itself to predict viral intentions, brand awareness, and purchase intentions have not been widely discussed by other researchers. This study can be classified as explanatory research with purposive sampling and partial least square as sampling techniques and data analysis. This study was designed to focus on individuals who can be classified as social media active users with a minimum age of 18 years old. The result shows that advertising appeals (humor and informative) have a positive and significant impact on viral intention and attitude toward advertisement. Thus, the higher viral intention and the positive attitude toward advertisement will increase the possibility of purchase and the level of brand awareness. While hedonic personality was significantly proved moderates the relationship between viral intentions and brand awareness in this study. The nature of respondents in this study who mainly are at high level of hedonic personality make the moderation role of hedonic personality has no significant impact on the relationship of viral intentions on purchase intentions. Therefore, the viral factor on hedonic consumers did not seem to correlate purchase intentions.


Al-Rawi, A. (2019). Viral news on social media. Digital Journalism, 7(1), 63–79.

Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644.

Chakraborty, U. (2019). The impact of source credible online reviews on purchase intention. Journal of Research in Interactive Marketing, 13(2), 142–161.

Chang, H.-J., Eckman, M., & Yan, R.-N. (2011). Application of the Stimulus-Organism-Response model to the retail environment: the role of hedonic motivation in impulse buying behavior. The International Review of Retail, Distribution and Consumer Research, 21(3), 233–249.

Chang, W. Y., & Chang, I. Y. (2014). The influences of humorous advertising on brand popularity and advertising effects in the tourism industry. Sustainability (Switzerland), 6(12), 9205–9217.

Chattopadhyay, A., & Basu, K. (1990). Humor in advertising: The moderating role of prior brand evaluation. Journal of Marketing Research, 27(4), 466–476.

Chung, K.-H., Yu, J.-E., Kim, W., & Shin, J.-I. (2016). The antecedent and consequences of brand image in a low-priced cosmetic brand of South Korea: The moderating effect of gender. International Journal of U- and e- Service, Science and Technology, 9(2), 175–184.

Das, G. (2014). Linkages of retailer awareness, retailer association, retailer perceived quality and retailer loyalty with purchase intention: A study of Indian food retail brands. Journal of Retailing and Consumer Services, 21(3), 284–292.

East, R., Uncles, M. D., Romaniuk, J., & Lomax, W. (2016). Measuring the impact of positive and negative word of mouth: A reappraisal. Australasian Marketing Journal (AMJ), 24(1), 54–58.

Enyioko, N. C., & Okwandu, G. A. (2019). Effect of Social Media Marketing on the conversion rate of deposit money banks in Nigeria. JEMA: Jurnal Ilmiah Bidang Akuntansi Dan Manajemen, 16(1), 1.

Haribowo, I. N. (2017). Pengaruh pengumuman likuidasi bank terhadap minat menarik uang dari bank. MODUS, 29(1), 17–35.

Kapferer, J.-N., Klippert, C., & Leproux, L. (2014). Does luxury have a minimum price? An exploratory study into consumers’ psychology of luxury prices. Journal of Revenue and Pricing Management, 13(1), 2–11.

Keller, K. L. (2013). Building strong brands in a modern marketing communications environment. In D. E. Schultz, C. H. Patti, & P. J. Kitchen (Eds.), The Evolution of Integrated Marketing Communications: The Customer-Driven Marketplace (pp. 65–82). New York, NY, US: Routledge.

Kim, W., & Park, T. (2016). Factors leading to viral intention on exercise posts. In Lecture Notes in Computer Science (including subseries Lecture Notes in Artificial Intelligence and Lecture Notes in Bioinformatics) (pp. 123–129).

Kim, Y. (2015). Assessing the effects of perceived value (utilitarian and hedonic) in LCCs and FSCs: Evidence from South Korea. Journal of Air Transport Management, 49, 17–22.

Korgaonkar, P. K., Karson, E. J., & Akaah, I. (1997). Direct marketing advertising: The assents, the dissents, and the ambivalents. Journal of Advertising Research, 37(5), 41–55.

Krishnamurthy, S., & Singh, N. (2005). The international eâ€marketing framework (IEMF). International Marketing Review, 22(6), 605–610.

Kuang Chi, H., Ren Yeh, H., & Ting Yang, Y. (2009). The impact of brand awareness on consumer purchase intention: The mediating effect of perceived quality and brand loyalty. The Journal of International Management Studies, 4(1), 135–144. Retrieved from

Kudeshia, C., & Kumar, A. (2017). Social eWOM: Does it affect the brand attitude and purchase intention of brands? Management Research Review, 40(3), 310–330.

Kuikka, A., & Laukkanen, T. (2012). Brand loyalty and the role of hedonic value. Journal of Product & Brand Management, 21(7), 529–537.

Lance, P., & Guy, J., G. (2006). From subservient chickens to brawny men: a comparison of viral advertising to television advertising. Journal of Interactive Advertising, 6(2), 26–33.

Lancendorfer, K. M., Atkin, J. L., & Reece, B. B. (2008). Animals in advertising: Love dogs? Love the ad! Journal of Business Research, 61(5), 384–391.

Lee, K.-H., & Shin, D. (2010). Consumers’ responses to CSR activities: The linkage between increased awareness and purchase intention. Public Relations Review, 36(2), 193–195.

Lee, M. J., & Chen, Y. C. (2013). Underage drinkers’ responses to negative-restrictive versus proactive-nonrestrictive slogans in humorous anti-alcohol abuse messages: Are humorous responsible drinking campaign messages effective? Journal of Health Communication, 18(3), 354–368.

Lee, Y.-G., Byon, K. K., Ammon, R., & Park, S.-B. R. (2016). Golf product advertising value, attitude toward advertising and brand, and purchase intention. Social Behavior and Personality: An International Journal, 44(5), 785–800.

MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of Marketing, 53(2), 48–65.

Mahapatra, S., & Mishra, A. (2017). Acceptance and forwarding of electronic word of mouth. Marketing Intelligence & Planning, 35(5), 594–610.

Moran, G., Muzellec, L., & Nolan, E. (2014). Consumer moments of truth in the digital context. Journal of Advertising Research, 54(2), 200–204.

Nikolinakou, A., & King, K. W. (2018). Viral Video Ads: Examining Motivation Triggers to Sharing. Journal of Current Issues & Research in Advertising, 39(2), 120–139.

Nusair, K., Hua, N., Ozturk, A., & Butt, I. (2017). A theoretical framework of electronic word-of-mouth against the backdrop of social networking websites. Journal of Travel & Tourism Marketing, 34(5), 653–665.

Nuseir, M. T. (2019). The impact of electronic word of mouth (e-WOM) on the online purchase intention of consumers in the Islamic countries – a case of (UAE). Journal of Islamic Marketing, 10(3), 759–767.

Overby, J. W., & Lee, E.-J. (2006). The effects of utilitarian and hedonic online shopping value on consumer preference and intentions. Journal of Business Research, 59(10–11), 1160–1166.

Park, J. K., & John, D. R. (2012). Capitalizing on brand personalities in advertising: The influence of implicit self-theories on ad appeal effectiveness. Journal of Consumer Psychology, 22(3), 424–432.

Petrescu, M., Korgaonkar, P. K., Mangleburg, T. F., & Root, A. R. (2016). Ad appeals in the context of viral advertising. In K. Plangger (Ed.), Thriving in a New World Economy (pp. 95–95). Springer, Cham.

Pham, M., Valette-Florence, P., & Vigneron, F. (2018). Luxury brand desirability and fashion equity: The joint moderating effect on consumers’ commitment toward luxury brands. Psychology & Marketing, 35(12), 902–912.

Primanto, A. B., & Dharmmesta, B. S. (2019). What happens after they laugh: How humorous advertisements have an effect on consumers’ attitudes, word of mouth intentions, and purchase intentions, with the need for humor playing a moderating role. Journal of Indonesian Economy and Business, 34(2), 117.

Rust, R. T., & Oliver, R. W. (1994). The death of advertising. Journal of Advertising, 23(4), 71–77.

Sallam, M. A., & Algammash, F. A. (2016). The effect of attitude toward advertisement on attitude toward brand and purchase intention. International Journal of Economics, Commerce and Management, 4(2), 509–520.

Severi, E., Choon Ling, K., & Nasermoadeli, A. (2014). The impacts of electronic word of mouth on brand equity in the context of social media. International Journal of Business and Management, 9(8), 84–96.

Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services, 46, 58–69.

Sharma, R. R., & Kaur, B. (2018). Modeling the elements and effects of global viral advertising content: A cross-cultural framework. Vision: The Journal of Business Perspective, 22(1), 1–10.

Sheng, M. L., & Teo, T. S. H. (2012). Product attributes and brand equity in the mobile domain: The mediating role of customer experience. International Journal of Information Management, 32(2), 139–146.

Sloot, L. M., Verhoef, P. C., & Franses, P. H. (2005). The impact of brand equity and the hedonic level of products on consumer stock-out reactions. Journal of Retailing, 81(1), 15–34.

Sofi, S. A., & Nika, F. A. (2017). Role of intrinsic factors in impulsive buying decision: An empirical study of young consumers. Arab Economic and Business Journal, 12(1), 29–43.

Sung, J. (2016). The effectiveness of advertisement after consumer dissatisfaction. International Journal of IT Business Strategy Management, 2(1), 47–52.

Vinh, T. T., Phuong, T. T. K., Nga, V. T. Q., & Nguyen, N. P. (2019). The effect of social media communication on brand equity through Facebook: evidence from CGV Cinemas, Vietnam. International Journal of Electronic Customer Relationship Management, 12(2), 143–166.

Wang, C.-L., Chen, Z.-X., Chan, A. K. K., & Zheng, Z.-C. (2000). The influence of hedonic values on consumer behaviors. Journal of Global Marketing, 14(1–2), 169–186.

Weinberger, M. G., & Gulas, C. S. (1992). The impact of humor in advertising: a review. Journal of Advertising, 21(4), 35–59.

Wu, C., Sundiman, D., Kao, S.-C., & Chen, C.-H. (2018). Emotion induction in click intention of picture advertisement: a field examination. Journal of Internet Commerce, 17(4), 356–382.

Zarouali, B., Poels, K., Walrave, M., & Ponnet, K. (2019). The impact of regulatory focus on adolescents’ evaluation of targeted advertising on social networking sites. International Journal of Advertising, 38(2), 316–335.