Effects of content class with endorsement and information relevancy on purchase intention

Purpose - The purpose of this paper is to examine whether the insertion of an endorsement – or the lack of it – in conjunction with product information relevancy, have an impact on consumers' purchase intentions related to a particular product. Design/methodology/approach - An experiment was conducted to test the research hypotheses posited by this study. A 3 × 2 factorial design manipulating three product‐communication forms was employed. Participants were randomly assigned to one of the two counterbalanced subgroups associated with each of the six experimental conditions, with 12 experimental conditions. The experimental stimuli included two type of product‐performance information, each highlighting either the “superb power” or “superb control” feature of a tennis racquet. Findings - Study findings indicate that product information relevancy to consumers' desired product characteristics had a significant influence on purchase intention. Research limitations/implications - The study described in this paper suffers from the generic limitations of all laboratory studies with forced exposure to stimuli in that the external validity is sacrificed at the cost of the internal validity. A related external validity issue involves the generalizability of the present research findings across different types of products. Practical implications - Endorsements – while potentially effective in enhancing purchase intention – may elicit different responses from consumers, depending upon the content class and information relevancy. In order to level the playing field, advertisers may wish to consider advertising strategies that not only feature endorsements, but also provide potential consumers with easy access to publicity articles that further substantiate these claims. For promoting products, it is imperative that ease of access to this third‐party information becomes a strategic priority. In addition to prominently displaying and drawing attention to the endorsement in their advertising, advertisers may also want to obtain and manage available endorsements on their own web sites. Originality/value - The paper compares the effectiveness of three forms of product communication in relation to endorsement and product‐information relevancy on consumers' purchase intentions; it also contributes in expanding the understanding of these relations to the online product promotion context. Given that performance relevancy in product information is rather prevalent in the online environment, the paper's findings can also help inform both researchers and practitioners in this particular area of research inquiries in the future.