Elements of Online Advertisements: Its Impact on Late Generation Z’s Purchase Intention

Abstract

Online advertising is considered as one of the most popular forms of communication in persuading consumers to purchase a product. It asks the question of how an advertisement becomes well-written or well-processed. Correspondingly, many factors contribute to making an online advertisement a successful process. In this light, the researchers aim to determine the influence of the different elements of online advertisements on Late Generation Z's purchase intention. To be more particular, the researchers focused on several factors, such as (1) advertising appeals, (2) visual and verbal elements, and (3) social media platforms. The methods utilized in gathering the data in this study were through Google Forms as there were constraints to physical contact due to the COVID-19 pandemic. After assessing the necessary data for this study, the researchers have found that some elements of online advertisements are always significant to Late Generation Z. To be more specific, some of these elements are as follows: (1) the brand logo’s overall style and background meaning, (2) the informativeness and credibility of an advertisement, (3) the authenticity of an advertisement, and lastly, (4) the credibility of social media platforms in terms of purchasing products and services. The study intends to fill the gap in this domain to help advertising companies, businesses, marketers, and researchers fully maximize the potential of online advertisements.