Prueba de hipótesis

The following table (table 23) indicates which hypotheses are supported by this research and answer the research questions.

Table 23 - Hypotheses

Hypotheses Result

1a: An expert endorsement advertisement will result in a more positive attitude towards the ad as compared to a consumer and social influencer endorsement advertisement.

Rejected

1b: An expert endorsement advertisement will result in a more positive attitude towards the advertised product as compared to a consumer and social influencer endorsement advertisement

Rejected

1c: An expert endorsement advertisement will result in a higher intention to purchase as compared to a consumer and social influencer endorsement advertisement

Supported

1d: An expert endorsement advertisement will result in a higher score on word of mouth intention as compared to a consumer and social influencer endorsement advertisement

Rejected

2a: A social influencer endorsement advertisement will result in a more positive attitude towards the ad as compared to a consumer endorsement advertisement.

Rejected

2b: A social influencer endorsement advertisement will result in a more positive attitude towards the advertised product as compared to a consumer endorsement advertisement.

Rejected

2c: A social influencer endorsement advertisement will result in a higher intention to purchase as compared to a consumer endorsement advertisement.

Rejected

2d: A social influencer endorsement advertisement will result in a higher score on word of mouth as compared to a consumer endorsement advertisement.

Rejected

3a. The attitude towards the ad is more positive when the identification with the endorser is higher.

Rejected

3b. The product attitude is more positive when the identification with the endorser is higher.

Rejected

3c. The intention to purchase is higher when the identification with the endorser is higher.

Rejected

3d. The score on word of mouth is higher when the identification with the endorser is higher.

Rejected

4a. The attitude towards the ad is more positive when the endorser internalization is high, as compared to low endorser internalization, among the endorser types.

Rejected

4b. The product attitude is more positive when the endorser internalization is high, as compared to low endorser internalization, among the endorser types.

Rejected

4c. The intention to purchase is higher when the endorser internalization is high, as compared to low endorser internalization, among the endorser types.

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4d. The score on word of mouth is higher when the endorser internalization is high, as compared to low endorser internalization, among the endorser types.

Rejected

5a: A rational message appeal will result in a more positive attitude towards the ad as compared to an emotional advertisement message appeal.

Supported

5b: A rational message appeal will result in a more positive attitude towards the advertised product as compared to an emotional advertisement message appeal.

Rejected

5c: A rational message appeal will result in a higher intention to purchase as compared to an emotional advertisement message appeal.

Rejected

5d: A rational message appeal will result in a higher score on word of mouth as compared to an emotional advertisement message appeal.

Rejected

6a. The attitude towards the ad is more positive when the message is perceived as credible, as compared to a less credible message, among the endorser types.

Rejected

6b. The product attitude is more positive when the message is perceived as credible, as compared to a less credible message, among the endorser types.

Rejected

6c. The intention to purchase is higher when the message is perceived as credible, as compared to a less credible message, among the endorser types.

Partially supported

6d. The score on word of mouth is higher when the message is perceived as credible, as compared to a less credible message, among the endorser types.

Rejected

7a: The use of a rational frame by an expert endorser will result in a more positive attitude towards the ad as compared to the use of a rational frame by a social influencer and consumer endorser.

Rejected

7b: The use of a rational frame by an expert endorser will result in a more positive attitude towards the advertised product as compared to the use of a rational frame by a social influencer and consumer endorser.

Rejected

7c: The use of a rational frame by an expert endorser will result in a higher intention to purchase as compared to the use of a rational frame by a social influencer and consumer endorser.

Rejected

7d: The use of a rational frame by an expert endorser will result in a higher score on word of mouth as compared to the use of a social influencer and consumer endorser.

Rejected

8a: The use of an emotional frame by a consumer endorser will result in a more positive attitude towards the ad as compared to the use of an emotional frame by an expert endorser.

Rejected

8b: The use of emotional frame by consumer endorser will result in a more positive attitude towards the advertised product as compared to the use of an emotional frame by an expert endorser.

Rejected

8c: The use of emotional frame by a consumer endorser will result in a higher intention to purchase as compared to the use of an emotional frame by an expert endorser.

Rejected

8d: The use of emotional frame by a consumer endorser will result in a higher score on word of mouth as compared to the use of an emotional frame by an expert endorser.

Rejected

9a: The use of an emotional frame by a social influencer endorser will result in a more positive attitude towards the ad as compared to the use of an emotional frame by an expert endorser.

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9b: The use of emotional frame by social influencer endorser will result in a more positive attitude towards the advertised product as compared to the use of an emotional frame by an expert endorser.

Rejected

9c: The use of emotional frame by a social influencer endorser will result in a higher intention to purchase as compared to the use of an emotional frame by an expert endorser.

Rejected

9d: The use of emotional frame by a social influencer endorser will result in a higher score on word of mouth as compared to the use of an emotional frame by an expert endorser.

Rejected

Research question 1: To what extent do respondents with a lot of knowledge and little knowledge react differently to the type of message appeal in terms of attitude towards the ad, product attitude, purchase intention and word of mouth intention?

No significant difference between the respondents with very much and little knowledge.

Research question 2: To what extent do respondents with a lot of knowledge and little knowledge react differently to the endorser type in terms of attitude towards the ad, product attitude, purchase intention and word of mouth intention.

Significant interaction effect of endorser * laptop knowledge in terms of product attitude, purchase intention and word of mouth intention.

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