How does advertising in the skincare industry affect the attitude and purchase intention of consumers in Ho Chi Minh City: the importannce of informativeness

Abstract

In the current context, marketers are very concerned about the effectiveness of their advertising. Therefore, the impact of advertising on consumer attitudes, and purchase intention is an important issue for research. This study examines the impact of entertainment, credibility, advertising value, informativeness, and interactivity on consumer attitudes toward advertising as well as the impact of attitudes toward advertising, entertainment, credibility on consumers’ purchase intention. Data were collected through a survey in Ho Chi Minh City for skincare industry advertising (including students and working people) (n = 203). The results show that credibility and interactivity factors do not have a significant level of significance in consumers’ attitudes towards advertising. On the other hand, entertainment, advertising value, and especially informativeness significantly influence consumers’ attitudes toward advertising. Besides, attitudes toward advertising also credibility play an important role in boosting consumers’ purchase intention. In addition to determining and testing the required levels of the independent variable for the mediating variable (ATT), also ATT variables for the dependent variable (PI), our research is clinical to reinforce the results of previous research articles. Discussions, limitations, and implications are also presented in the paper. These findings provide valuable guidance for marketers in creating effective advertising through the data the research team has collected and drawn conclusions from the ten reputable articles presented below.