The effects of source and message content used in an advertisement on consumer attitudes and purchasing intention by the level of involvement: An experimental research

The message content and the source conveying the message in an advertisement make it noticed and affect its credibility. Thus, consumers have more positive attitudes towards advertising and brand and tend to buy it. Consumers are influenced by the source or the message in an advertisement depending on their involvement level. The main purpose of this thesis is to determine the effects of source and message content in an advertisement on consumers' attitudes and purchasing intention by the level of involvement, with an experimental implementation. The research includes four stages: pretests, advertisements preparation, pilot study and main study. The sample of this study applied in Mersin was formed from individual consumers by convenience sampling method. Data were collected online and face-to-face with a questionnaire containing a print advertisement created for the study and questions. 718 normally distributed questionnaires were obtained. Independent samples t-test was used to identify low and high involvement groups. Demographic characteristics of the sample and manipulation controls were evaluated with descriptive statistics. The validity of the scales was tested with exploratory and confirmatory factor analysis. For the reliability of the scales, the Cronbach's Alpha internal consistency coefficient was calculated. Independent samples t-test, SEM path analysis and Multiple Group analysis were used to test hypotheses. According to the findings, in the high involvement, consumers' attitudes towards advertising and purchase intention differ whether the message is cognitive or emotional. In the low involvement, consumers' attitudes towards advertising differ if the source is a celebrity or a consumer. In addition, consumers' attitudes towards advertising, attitudes towards brand and purchase intentions vary depending on whether the message is cognitive or emotional. A cognitive message is more effective on dependent variables at both levels of involvement. The effects of message on attitudes towards advertising differs depending on involvement level. The study provides theoretical and managerial contributions in terms of consumer attitudes and behaviors. Key Words: Involvement, Source, Message content, Attitude, Purchase intention.