Effective Digital Advertising: The Influence of Customised Ads, Self-esteem and Product Attributes

Evelyn Krisnada Linardi, Hui Fei Lin, Benjamin Yeo*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

1 Citation (Scopus)


We investigate consumers’ attitudes and behaviours when receiving customised website advertising, the effect of their psychological beings and content of advertising messages, using a 2 (customisation: customised vs non-customised) × 2 (product attributes: utilitarian vs hedonic) × 2 (self-esteem: high vs low) experiment on 240 participants, aged 16–34 living in Taiwan, to explain their effects on advertising effectiveness and the mediating role of advertising value. High self-esteem consumers have a more favourable attitude and behaviour when receiving a customised ad. For low self-esteem consumers, the customised ad effectively influences purchase intention. In the non-customised advertising condition, a hedonic product attribute fosters greater purchase intention. High self-esteem consumers have a stronger purchase intention when receiving the hedonic product attribute in the non-customised ad condition. Furthermore, customisation influences attitude and purchase intention.

Original languageEnglish
Pages (from-to)197-216
Number of pages20
JournalJournal of Creative Communications
Issue number2
Publication statusAccepted/In press - 2023


  • Customisation
  • advertising value
  • product attributes
  • self-esteem

ASJC Scopus subject areas

  • Communication


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