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The Influence of Nostalgic Advertising on Viral Intention and Purchase Intention
ryan dharmasaputro and Adrian Achyar

Universitas Indonesia ( MM - MBA Program)


Nowadays, many companies attempt to combine an unique theme into their advertisement through social media platforms such as Facebook, YouTube and Instagram. One of their purpose to attempt this strategy is to expecting become viral and increasing the intention to purchase of their products from their targeted viewers. A previous study found that nostalgic content in advertise has positive relationship with the attitude toward the ad. Thus, this present study builds a model to find the effect and relationship of the nostalgic advertisement to attitude toward the ad, attitude toward the brand, purchase intention and viral Intention. The model was tested by collecting data from respondents, the criteria forrespondents are, who lives in Jakarta, has working age from ( 20- 54 years old), and they still not use the advertised product. Then the next process is guiding them to watch the selected nostalgic advertisement and the last process is filling the questionnaire form which the purpose is to observing the effect after watching the advertise. The findings demonstrate the nostalgic advertising have positively significant to attitude toward the ad. The study also found there is positive relationship between attitude toward ad, attitude toward brand, viral intentions and purchase intention. With this findings, it provide insightful implications for marketers and advertisers to help them for determining the content theme for their further advertising.

Keywords: digital marketing, nostalgic advertising, attitude towards the ad, purchase intention, viral intention

Topic: Marketing Management


Conference: The 4th Global Conference on Business, Management and Entrepreneurship (GCBME 2019)

Plain Format | Corresponding Author (ryan dharmasaputro Vilda)

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