The Relationship Between Perceived Ad Morality and Behavioral Intentions Exploring the Mediation Effect : Indian Women's Perspective Using Structural Equation Modeling

Authors

  •   Roshan Kazi Professor, Allana Institute of Management Sciences, 2390 / B - K. B. Hidayatullah Road, New Modikhana, Azam Campus, Camp, Pune - 411001
  •   Archana Singh Assistant Professor, Symbiosis Center for Management Studies, Pune (Affiliated to Symbiosis International (Deemed University), Survey # 231, Near Lunkad Gold Coast, Viman Nagar, Pune - 411 014
  •   Adya Sharma Director, Symbiosis Centre for Management Studies (Affiliated to Symbiosis International (Deemed University)) Survey # 231, Near Lunkad Gold Coast, Viman Nagar, Pune - 411 014

DOI:

https://doi.org/10.17010/pijom/2018/v11i3/122074

Keywords:

Female Perception

, Ethical Advertisements, Structural Equation Modelling

M370

, M310, M300

Paper Submission Date

, November 3, 2017, Paper sent back for Revision, January 13, 2018, Paper Acceptance Date, February 21, 2018.

Abstract

Purpose : Writings on advertising ethics are huge. This paper analyzed that women are dehumanized, as beauty industries misrepresent their images and their portrayal. The fundamental purpose of this study was to confirm the relationships between 'perceived morality in ads' and 'behavioral intentions'. Further, it also aimed to confirm mediation effect of 'feelings' and 'advertiser belief' between 'perceived morality in ad' and 'behavioral intentions'.

Methodology : This paper considered a female perspective in evaluating morality in Indian ads, which was empirically tested using structural equation modeling. The study was conducted in Pune city of India by employing cross - sectional design. An integrative conceptual model was developed and tested by employing SEM using AMOS 21 (analysis of moment structures).

Findings : The results suggested that the relationship between 'perceived morality in ads' and 'behavioral intentions' was mediated by 'feelings' and 'advertiser beliefs'. Further, 'feelings' and 'advertiser beliefs' were antecedents to 'behavioral intentions'. No significant relationship was found between 'feelings' and 'advertiser beliefs'.

Originality/Value : This paper contributed to the existing literature by proposing a framework of the interrelationships of 'feelings' and 'advertiser beliefs'. An integrative conceptual model was developed and tested for the first time to understand the female perspective in evaluating morality in Indian ads.

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Published

2018-03-01

How to Cite

Kazi, R., Singh, A., & Sharma, A. (2018). The Relationship Between Perceived Ad Morality and Behavioral Intentions Exploring the Mediation Effect : Indian Women’s Perspective Using Structural Equation Modeling. Prabandhan: Indian Journal of Management, 11(3), 7–23. https://doi.org/10.17010/pijom/2018/v11i3/122074

Issue

Volume 11, Issue 3, March 2018

Section

Ethics in Management
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