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ISSN : 1229-8778
This study is performed to examine the effects of social distance between recommender and consumer and two different types of advertising messages on ad attitudes and purchase intention. Possible hypotheses were social distance will interact with two different types of advertising messages in ad attitudes and purchase intention. This study divided participants into 4 experimental groups with social distance(close vs. far) and two different types of advertising messages(concrete vs. abstract message). A total of 4 experimental ads were used in this experiments, one for each experimental group. A total of 180 participants were allocated to a 4 experimental groups, participated in the experiment. Two-way ANOVA showed that there was significant interacting effects in ad attitudes and purchase intention between social distance and two different types of advertising messages. That is, the concrete message is considered more effective in building ad attitudes and purchase intention to the experimental group with close social distance to recommender while the abstract message is more effective in building ad attitudes and purchasing intention to the group with far social distance to recommender. However, T-test analysis showed that there was no significant difference in purchase intention between abstract message and concrete message on the experimental group with close social distance to recommender. Based on the results, theoretical and practical implications as well as limitations and further research directions were presented and discussed.
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