Using rational and emotional appeals in online advertisements for Muslim customers

Purpose – The purpose of this study is to verify the factors affecting the use of emotional and rational appeals in online advertising among Muslim customers in Iran. Design/methodology/approach – By reviewing the literature of advertising appeals and developing a comprehensive theoretical model, the effect of rational and emotional appeals on online advertising was examined. Expert questionnaire was administered to verify the validity of collected features. The Student's t -test was utilized to analyze the data collected from 271 participants. Findings – Five latent variables, namely user type, product involvement, e-lifestyle, advertising strategies, and internet motives were examined to explain factors affecting online advertising appeals among Muslim customers in Iran. It was found that “advertising strategies” and “user type” are the most effective factors influencing Muslims customers in developing an online advertising campaign. Research limitations/implications – The sample of this study was Iranian experts and it is necessary to conduct a survey with a larger sample size. Originality/value – This study provides insights into factors affecting the selection of emotional and rational appeals in Muslims countries. Moreover, it reports the primary columns of online advertising appeals.