Investigation of the effect of attitude toward the ad and brand recall on purchase intention with the persuasion knowledge model

Developments in the internet and communication technology have seen that digital advertising media gain importance as an alternative to traditional advertising media. The aim of this study is to compare consumers' source credibility, persuasion knowledge, brand recall, attitude towards advertising and purchase intentions towards the brand in terms of branded contents published by celebrities or social media influencers on television which is one of the traditional advertising media and social media which is one of the digital advertising media and to investigate the relationships of these variables with each other. For this purpose, factor analysis, correlation, regression, t-test and variance analysis were performed with the data collected from 430 people using the online questionnaire method to test the hypotheses of the research in this study, which was carried out in the frame of the persuasion knowledge model. In the study, it was found that consumers' level of persuasion knowledge and brand recall are lower in social media than those on television, but conversely their attractiveness to the source is higher in social media. In addition, it has been observed that celebrities are perceived as more attractive and expert, provide more positive advertising attitudes and lead to more brand recall than social media influencers. It has been found that the more their level of persuasion knowledge and their perceived source expertise and trustworthiness, the more consumers recall the brand. The increase in consumers' credibility to source leads to an increase in their attitudes towards advertising. As consumers' attitudes towards advertising increase, their brand recall and purchase intention towards the brand also increase. Additionally it has been revealed that the more consumers recall the brand, the more they increase the purchase intention towards the brand.