Effects of Advertisement Language, Communication Style, Information Seeking Behavior and Information Source Credibility on Customers’ Intentions towards International Products via Brand Trust

Abstract

The study focused on the impact of the language of advertisement, communication styles, information seeking behavior, and information source credibility on customer intention of international product. The mediating role of brand trust was also tested. For this purpose, quantitative cross-sectional data were collected from 290 urban areas consumers of international products using a convenient sampling technique. SPSS regression results show that language of advertisement, communication style, information seeking behavior, and Information source credibility are positively and significantly affect the customers’ intentions towards international products. Furthermore, brand trust also significantly mediated among all exogenous and endogenous variables. The study with the specific findings highlighted that companies should focus on effective advertising language, communication styles, and better information systems to increase customer intentions towards international products. Furthermore, brand trust also acts as a key mediator which is reinforcing its importance in shaping the consumer’s intentions towards international products. On the other hand, the study with the findings also offers empirical insights into how marketing communication strategies shape consumer behavior internationally. These findings guide marketers and policymakers to build brand trust and use persuasive communication to enhance customer engagement and global market success.