Marketing mobile payment to baby boomers during COVID-19 pandemic: The role of emotional appeal, advertising creativity and perceived value

ABSTRACT

Although mobile payment has long been introduced worldwide, adopting the system in the retailing industry among baby boomers has been slow. This study aims to examine the effects of emotional appeal, advertising creativity, and perceived value on the intention to use mobile payment among baby boomers during the COVID-19 pandemic. The study posits a conditional indirect moderated mediation model whereby trust acts as the mediator and perceived risk as the moderator. An experimental study 3 × 2 (emotional appeal – low versus high; advertising creativity – low versus high; perceived value – low versus high) between-subject design was conducted to test the posited hypotheses. Data was collected from baby boomers in New Zealand who were recruited via two sampling frames, SurveyMonkey Databases and Baby Boomer Community Facebook. The results confirm the proposed model, except for a conditional indirect effect of the emotional appeal on intention to use relationship. The findings extend the concept of socioemotional selectivity and hierarchy of effect theories.

KEYWORDS:

• Emotional appeal
• advertising creativity
• perceived value
• trust
• perceived risk

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Zazli Lily Wisker

Zazli Lily Wisker (PhD) is a Senior Lecturer (Marketing) at the Wellington Institute of Technology, New Zealand. Her research centres around advertising and promotion, branding, internal marketing, cultural marketing and destination marketing. She has published in several A journals under the Australian Business Deans Council list including Journal of Brand & Product Management, Marketing Intelligence & Planning, and Journal of Hospitality & Tourism Research.