The Role of Conative-Affective Loyalty as a mediator of Retargeting Ad toward Purchase Intention

Abstract

Retargeting advertisements are becoming more popular on the Internet due to their effectiveness in outperforming traditional targeted advertisements. As the retargeting advertising market grows, advertisers and businesses should place a greater emphasis on effective retargeting advertising. This study proposes a comprehensive advertising model that integrates retargeting advertising and consumer brand loyalty in order to better understand the antecedents of purchase intention and influence processes in the context of retargeting advertisements. In 2020, a convenience sample of 139 consumers from a brand's ecommerce site completed a questionnaire survey to ascertain their attitudes, perceptions, and behavior using partial least squares structural equation modeling (PLS-SEM) in order to forecast their purchase intention after exposure to retargeting advertising. According to the findings, retargeting advertising has a positive relationship with the incentive and entertainment value of the advertising message, as well as a fully mediating relationship with the consumer's conative-affective loyalty toward the brand and purchase intention. Advertising value and consumer loyalty both increase purchase intent. This study makes a theoretical contribution to the implementation of the retargeting advertising model while also assisting marketers and advertisers in identifying influential criteria for effective advertising.