Effect of Deceptive Advertisements on Consumer Buying Behaviour in Personal Care Products
DOI:
https://doi.org/10.48112/bms.v1i4.979Abstract
Abstract Views: 1185
This study aimed to measure the relationship between deceptive advertisements and consumer buying behaviour with mediating effects of product satisfaction and retailer satisfaction in personal care products. The first mediation is that perceived deception affected retailer satisfaction through product satisfaction, whereas the second mediation is that perceived deception affects consumer loyalty and word of mouth through retailer satisfaction. The primary data was collected from the 384 respondents through convenience sampling based on the expectancy disconfirmation theory. PLS-SEM was applied to the data for hypothesis testing. The results of this research indicate that deceptive advertisements have a direct negative impact on product satisfaction and retailer satisfaction. Moreover, both the mediating variables (product satisfaction and retailer satisfaction) significantly affect consumer loyalty and word of mouth. However, all hypotheses were supported and substantiated with the help of the earlier studies conducted in this context and remain consistent with them. This study enriches the literature related to the effects of deceptive advertising on buying behaviour and provides the understanding that will help in reducing perceived deception. This refers to the inclusion of honesty in sales practices and the exclusion of deceptive advertising practices in online and offline retailing. Moreover, this study is also helpful for consumers in buying decision-making.
Keywords:
Consumer loyalty, Deceptive advertisement, Product satisfaction, Retailer satisfaction, Word of mouthReferences
Becker, M., Wiegand, N., & Reinartz, W. J. (2019). Does it pay to be real? Understanding authenticity in TV advertising. Journal of Marketing, 83(1), 24-50. https://doi.org/10.1177/0022242918815880
Chaouachi, S. G., & Rached, K. S. B. (2012). Perceived deception in advertising: Proposition of a measurement scale. Journal of Marketing research & Case studies, 2012, 1.
Chaudary, M. W. T., Ahmed, F., Gill, M. S., & Rizwan, M. (2014). The determinants of purchase intention of consumers towards counterfeit shoes in Pakistan. Journal of Public Administration and Governance, 4(3), 20-38.
Chelliah, J., & Swamy, Y. (2018). Deception and lies in business strategy. Journal of Business Strategy, 39(6), 36-42. https://doi.org/10.1108/JBS-09-2017-0135
Cheng, C., Liu, Y., & Wang, R. (2010). The test for Kendall’s coefficient of concordance conducted by SPSS. Journal of Taishan Medical College, 31(7), 487-490.
Chu, S. C., & Kim, J. (2020). The current state of knowledge on electronic word-of-mouth in advertising research. Electronic Word of Mouth as a Promotional Technique, 1-13.
El Moussaoui, A. E., Benbba, B., & El Andaloussi, Z. (2023). Impact of logistics performance on the store image, consumer satisfaction and loyalty: A quantitative case study. Arab Gulf Journal of Scientific Research, 41(3), 226-239. https://doi.org/10.1108/AGJSR-09-2022-0201
Elbeltagi, I., & Agag, G. (2016). E-retailing ethics and its impact on customer satisfaction and repurchase intention: a cultural and commitment-trust theory perspective. Internet Research, 26(1), 288-310. https://doi.org/10.1108/IntR-10-2014-0244
Farooq, S., & Maqbool, A. (2024). Advertising as an influencing factor on consumer behavior. Revista De Gestao Social E Ambiental, 18(9), e06587-e06587. https://doi.org/10.24857/rgsa.v18n9-076
Garrett, B., Murphy, S., Jamal, S., MacPhee, M., Reardon, J., Cheung, W., ... & Jackson, C. (2019). Internet health scams—Developing a taxonomy and risk‐of‐deception assessment tool. Health & Social Care in the Community, 27(1), 226-240. https://doi.org/10.1111/hsc.12643
Gillespie, E. A., Hybnerova, K., Esmark, C., & Noble, S. M. (2016). A tangled web: Views of deception from the customer's perspective. Business Ethics: A European Review, 25(2), 198-216. https://doi.org/10.1111/beer.12068
Gomes, O., & Frade, J. (2019). “Fool me once,…”: deception, morality and self-regeneration in decentralized markets. Journal of Economics, Finance and Administrative Science, 24(48), 312-326. https://doi.org/10.1108/JEFAS-04-2018-0032
Hair Jr, J. F., Hult, G. T. M., Ringle, C. M., Sarstedt, M., Danks, N. P., & Ray, S. (2021). Partial least squares structural equation modeling (PLS-SEM) using R: A workbook (p. 197). Springer Nature.
Hong, I. B., & Cho, H. (2011). The impact of consumer trust on attitudinal loyalty and purchase intentions in B2C e-marketplaces: Intermediary trust vs. seller trust. International Journal of Information Management, 31(5), 469-479. https://doi.org/10.1016/j.ijinfomgt.2011.02.001
Huang, M., & Liu, T. (2022). Subjective or objective: how the style of text in computational advertising influences consumer behaviors?. Fundamental Research, 2(1), 144-153. https://doi.org/10.1016/j.fmre.2021.11.004
Khan, F., Ahmed, W., & Najmi, A. (2019). Understanding consumers’ behavior intentions towards dealing with the plastic waste: Perspective of a developing country. Resources, Conservation and Recycling, 142, 49-58. https://doi.org/10.1016/j.resconrec.2018.11.020
Krejcie, R. V., & Morgan, D. W. (1970). Determining sample size for research activities. Educational and Psychological Measurement, 30(3), 607-610. https://doi.org/10.1177/001316447003000308
Krouwer, S., Poels, K., & Paulussen, S. (2020). Moving towards transparency for native advertisements on news websites: A test of more detailed disclosures. International Journal of Advertising, 39(1), 51-73. https://doi.org/10.1080/02650487.2019.1575107
Liepinyte, M., & Daugėlienė, R. (2012). Interrelation of misleading advertising and solutions of consumers: legal regulation and institutional background in Lithuania. European Integration Studies, (6), 192-201.
Lim, J. S., Chock, T. M., & Golan, G. J. (2020). Consumer perceptions of online advertising of weight loss products: the role of social norms and perceived deception. Journal of Marketing Communications, 26(2), 145-165. https://doi.org/10.1080/13527266.2018.1469543
Lim, W. M. (2024). What is qualitative research? An overview and guidelines. Australasian Marketing Journal, 14413582241264619. https://doi.org/10.1177/14413582241264619
Lin, C. T., Chen, C. W., Wang, S. J., & Lin, C. C. (2023). The influence of impulse buying toward consumer loyalty in online shopping: a regulatory focus theory perspective. Journal of Ambient Intelligence and Humanized Computing, 1-11. https://doi.org/10.1007/s12652-018-0935-8
Lu, X., Sheng, T., Zhou, X., Shen, C., & Fang, B. (2022). How does young consumers’ greenwashing perception impact their green purchase intention in the fast fashion industry? An analysis from the perspective of perceived risk theory. Sustainability, 14(20), 13473. https://doi.org/10.3390/su142013473
Mainardes, E. W., Coutinho, A. R. S., & Alves, H. M. B. (2023). The influence of the ethics of E-retailers on online customer experience and customer satisfaction. Journal of Retailing and Consumer Services, 70, 103171. https://doi.org/10.1016/j.jretconser.2022.103171
Munir, S., & Mohan, V. (2022). Consumer perceptions of greenwashing: lessons learned from the fashion sector in the UAE. Asian Journal of Business Ethics, 11(1), 1-44. https://doi.org/10.1007/s13520-021-00140-z
Neama, N. H., & AL-Sammarraie, M. M. (2024). Evaluating the Impact of Deceptive Marketing and Advertising on Customer Loyalty. Journal of Ecohumanism, 3(5), 1139-1152.
O'Cass, A., & Carlson, J. (2012). An e-retailing assessment of perceived website-service innovativeness: Implications for website quality evaluations, trust, loyalty and word of mouth. Australasian Marketing Journal, 20(1), 28-36. https://doi.org/10.1016/j.ausmj.2011.10.012
Punnahitanond, R. (2018). False product reviews on social media by influencers: Lessons learned from five magic skin products. ASEAN Journal of Education, 4(2), 61-71.
Rao, A. (2022). Deceptive claims using fake news advertising: The impact on consumers. Journal of Marketing Research, 59(3), 534-554. https://doi.org/10.1177/00222437211039804
Raziq, M. M., Ahmed, Q. M., Ahmad, M., Yusaf, S., Sajjad, A., & Waheed, S. (2018). Advertising skepticism, need for cognition and consumers’ attitudes. Marketing Intelligence & Planning, 36(6), 678-693. https://doi.org/10.1108/MIP-11-2017-0273
Riquelme, I. P., & Román, S. (2014). The influence of consumers’ cognitive and psychographic traits on perceived deception: A comparison between online and offline retailing contexts. Journal of Business Ethics, 119, 405-422. https://doi.org/10.1007/s10551-013-1628-z
Riquelme, I. P., Román, S., & Iacobucci, D. (2016). Consumers’ perceptions of online and offline retailer deception: a moderated mediation analysis. Journal of Interactive Marketing, 35(1), 16-26. https://doi.org/10.1016/j.intmar.2016.01.002
Sanchez, G. (2013). PLS path modeling with R. Trowchez Editions.
Sivathanu, B., Pillai, R., & Metri, B. (2023). Customers' online shopping intention by watching AI-based deepfake advertisements. International Journal of Retail & Distribution Management, 51(1), 124-145. https://doi.org/10.1108/IJRDM-12-2021-0583
Su, J., & Chang, A. (2018). Factors affecting college students’ brand loyalty toward fast fashion: A consumer-based brand equity approach. International Journal of Retail & Distribution Management, 46(1), 90-107. https://doi.org/10.1108/IJRDM-01-2016-0015
Troiville, J. (2024). Connecting the dots between brand equity and brand loyalty for retailers: The mediating roles of brand attitudes and word-of-mouth communication. Journal of Business Research, 177, 114650. https://doi.org/10.1016/j.jbusres.2024.114650
Wilkins, S., Beckenuyte, C., & Butt, M. M. (2016). Consumers’ behavioural intentions after experiencing deception or cognitive dissonance caused by deceptive packaging, package downsizing or slack filling. European Journal of Marketing, 50(1/2), 213-235. https://doi.org/10.1108/EJM-01-2014-0036
Xie, G. X., Madrigal, R., & Boush, D. M. (2015). Disentangling the effects of perceived deception and anticipated harm on consumer responses to deceptive advertising. Journal of Business Ethics, 129, 281-293. https://doi.org/10.1007/s10551-014-2155-2
Yen, C. L. A., & Tang, C. H. H. (2019). The effects of hotel attribute performance on electronic word-of-mouth (eWOM) behaviors. International Journal of Hospitality Management, 76, 9-18. https://doi.org/10.1016/j.ijhm.2018.03.006
Zhu, Y., Li, Y., Liu, L., Liu, H., & Zhong, Q. (2022). Effect of online–offline informational integration on customer patronage: the mediating roles of customer satisfaction and perceived deception. Journal of Data, Information and Management, 4(3), 291-303. https://doi.org/10.1007/s42488-022-00081-7
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 Bulletin of Multidisciplinary Studies
This work is licensed under a Creative Commons Attribution 4.0 International License.
