The Effectiveness of Guilt Advertising Appeals on Consumers’ Intention to Purchase within the Social Media Environment

Based on An Affect-Behavior-Cognition Mode

DOI

10.2991/978-94-6463-752-6_37How to use a DOI?

Keywords

Guilt Advertising Appeals; Social Media Environment; Purchase Intention; Self-Efficacy; Affect-Behavior-Cognition Model

Abstract

This study seeks to explore how guilt appeals in social media advertising influence consumers’ intentions to make purchases. Through a literature review and hypothesis development, the research analyzes the influences of social media context, guilt appeal advertising, self-efficacy, and the Affect-Behavior-Cognition (ABC) model on purchase intentions. An experimental approach was employed to examine the impact of guilt appeal advertisements on consumers’ purchase intentions by comparing them with advertisements that did not use guilt appeals. The results indicate that guilt appeal advertisements significantly increase consumers’ guilt and have a positive impact on their attitudes toward advertisements and on their intentions to make a purchase. Self-efficacy plays a moderating role between guilt and purchase intentions, while guilt serves as a partial mediator between advertisement attitudes and purchase intentions. These findings hold important implications for advertising and social media marketing, highlighting the role of guilt appeals in attracting consumer attention and enhancing behavioral intentions, and revealing the application of self-efficacy in consumer behavior research.

Copyright

© 2025 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zijie Feng
PY  - 2025
DA  - 2025/06/07
TI  - The Effectiveness of Guilt Advertising Appeals on Consumers’ Intention to Purchase within the Social Media Environment
BT  - Proceedings of 2025 2nd International Conference on Applied Economics, Management Science and Social Development (AEMSS 2025)
PB  - Atlantis Press
SP  - 352
EP  - 361
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-752-6_37
DO  - 10.2991/978-94-6463-752-6_37
ID  - Feng2025
ER  -