EUROPEAN JOURNAL OF TOURISM RESEARCH, vol.30, 2022 (ESCI)
This study aims to understand the impact of advertising creativity on purchase intention in the airline industry. To this end, drawing on the Stimulus-Organism-Response (S-O-R) framework, the associations among advertising creativity, attitude toward advertising, flow experience, and purchase intention were investigated. Utilizing a total sample of 174 respondents in Turkey, the partial least squares structural equation modeling (PLS-SEM) approach was adopted to testing the research model. The results suggest that advertising creativity significantly affects purchase intention, attitude toward advertising, and flow experience. On the other hand, flow experience has no significant effect on purchase intention. Furthermore, attitude toward advertising mediates the relationship between advertising creativity and purchase intention.