MODELLING THE PATH TO PURCHASE: A PLS-SEM APPROACH TO DIGITAL ADVERTISING EFFECTIVENESS

Povzetek

This study investigates the impact of Celebrity Endorsement, Creativity, Informativeness, and Time Frame on consumers' Purchase Intention in a digital marketing context. Data was collected and analysed to examine the direct effects of these variables on purchase behaviour. The results through smart PLS reveal that all four constructs positively and significantly influence Purchase Intention, with Celebrity Endorsement exerting the strongest effect, followed by Creativity, Informativeness, and Time Frame. The model explains 53.4% of the variance in Purchase Intention and satisfies all criteria for reliability, convergent validity, discriminant validity, and model fit. These findings underscore the importance of combining emotional appeal, informational content, creative design, and timely messaging in marketing strategies. The novelty of this study lies in its integrated approach, examining multiple advertising attributes simultaneously within a robust analytical framework. The research provides valuable theoretical contributions to consumer behaviour literature and offers practical insights for marketers seeking to enhance engagement and drive purchase decisions in a competitive digital environment.