Effects of facebook advertising media format on emotional response, consumer informedness and purchase intention

Abstract

This study aims to investigate the effects of Facebook Advertising media format on the emotional response, consumer informedness and purchase intention. An experiment was performed in order to explore the above objective. Two distinct media formats of Facebook advertising were set up: (1) the text & picture, (2) the video. Each had a varying degree of stimulation to the audiences. An experiment with 70 students in International University – Vietnam National University was conducted. The results of this study indicate that there is difference between the two groups of students attended in the Consumer Informedness and Purchase Intention. However there is no different on the aspect of Emotional Response. Both practical and theoretical implication is discussed within the context of advertising activities to strengthen to stimulation to consumers in creating suitable advertising media format.