The effects of advertisement appeals on consumer purchasing intention of smartphones in Turkey

Advertising is a form of communication that attempts to influence the behavior of a defined target audience. Any message developed and placed with the ultimate intention of persuading a group to take a specific action (such as buying a product) can be considered an advertisement. There are different tactics that use for advertising like advertisement media, advertisement message, advertisement appeals, etc. In the current study focused on the advertisement appeal and its effects on the consumer purchasing intention in the smartphones market of Turkey. Most common type of advertisement appeals are emotional appeal, humor appeal, rational appeal, and fear appeal. All these factors formed the basis of this study where the effect of these factors was evaluated on the consumer purchase intention (consumer buying behavior) of smartphones market in Turkey. In order to do this research, the data was collected from smartphones users in Turkey. To analyze the relationship between dependent and four independent variables, structural equation model (SEM) and confirmatory factor analyze (CFA) were used in SPSS version 21 and SPSS AMOS version 22. The result of this research showed which fear and rational appeals in advertisement don't have any impact on the smartphones users' purchase intention in Turkey, whereas emotional and humor appeals have impact on the Turkish smartphones consumers purchase intention. Keywords: Advertisement appeals, Emotional appeal, Humor appeal, rational appeal, Fear appeal, consumer purchase intention.