The impact of advertising creativity on purchase intention in the airline industry: A stimulus-organism-response (S-O-R) perspective

Authors

  • Ali Emre Sarılgan Eskisehir Technical University, Department of Aviation Management, 26470 Eskisehir, Turkey. E-mail: aesarilgan@eskisehir.edu.tr
  • Şahap Akan Anadolu University, Department of Civil Aviation Management, 26210 Eskişehir, Turkey. E-mail: sakan@anadolu.edu.tr
  • Mahmut Bakır Anadolu University, Department of Civil Aviation Management, 26210 Eskişehir, Turkey. E-mail: mahmutbakir@anadolu.edu.tr
  • Havane Süleç Eskisehir Technical University, Department of Aviation Management, 26470 Eskisehir, Turkey. E-mail: havanesulec@eskisehir.edu.tr

Keywords:

Airline industry, S-O-R framework, Flow experience, Purchase intention, Social media advertising

Abstract

This study aims to understand the impact of advertising creativity on purchase intention in the airline industry. To this end, drawing on the Stimulus-Organism-Response (S-O-R) framework, the associations among advertising creativity, attitude toward advertising, flow experience, and purchase intention were investigated. Utilizing a total sample of 174 respondents in Turkey, the partial least squares structural equation modeling (PLS-SEM) approach was adopted to testing the research model. The results suggest that advertising creativity significantly affects purchase intention, attitude toward advertising, and flow experience. On the other hand, flow experience has no significant effect on purchase intention. Furthermore, attitude toward advertising mediates the relationship between advertising creativity and purchase intention.

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Published

2021-10-20

How to Cite

Sarılgan, A. E., AKAN, Şahap, Bakır, M. ., & Süleç, H. (2021). The impact of advertising creativity on purchase intention in the airline industry: A stimulus-organism-response (S-O-R) perspective. European Journal of Tourism Research, 30, 3014. Retrieved from https://ejtr.vumk.eu/index.php/about/article/view/2169