Title: Determinant and the consequence of advertising scepticism: a case of popular brand of instant noodle

Authors: Hotniar Siringoringo; Yuhilza Hanum; Sudaryanto

Addresses: Gunadarma University, Jakarta, 16424, Indonesia ' Gunadarma University, Jakarta, 16424, Indonesia ' Gunadarma University, Jakarta, 16424, Indonesia

Abstract: The central interest of the current study was advertising scepticism. The main goal was to examine the factors trigger advertising scepticism as well as the impact of advertising scepticism on consumer behaviour. Particularly, we evaluated the effect of media credibility, company reputation (CR), and corporate social responsibility (CSR), on advertising scepticism. In addition, the study also aimed to evaluate the effect of advertising scepticism on advertising avoidance, attitude towards advertising, advertising credibility and attitude toward a brand. Quasi-experiment was performed in collecting the data, and SEM was used to analyse the data. The result indicates that media credibility and CR affected advertising scepticism significantly and negatively but not CSR. Similarly, advertising scepticism affected the attitude towards advertising, advertising credibility, and attitude toward a brand significantly and negatively. Advertising scepticism affected advertising avoidance significantly and positively. It was also found the significant and positive effect of CR on attitude towards advertising.

Keywords: advertising scepticism; advertising avoidance; attitude towards advertising; attitude towards brand; advertising credibility; media credibility; company reputation.

DOI: 10.1504/IJBEX.2023.129104

International Journal of Business Excellence, 2023 Vol.29 No.3, pp.372 - 389

Received: 01 Jun 2020
Accepted: 01 Jul 2020

Published online: 20 Feb 2023 *

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