Yılmaz, CengizTelci, E. EserBodur, Muzafferİşçioğlu, Tutku Eker2021-05-152021-05-1520110265-0487https://doi.org/10.2501/IJA-30-5-889-914https://hdl.handle.net/20.500.12939/757The study examines the impact of source likeability and source credibility on the effectiveness of print advertisements. A theoretical model that depicts the impacts of source characteristics on (1) ad attitude, (2) brand attitude, and (3) willingness to purchase is investigated using data collected through a quasi-experimental design. In addition to direct impacts, the moderating role of message processing motivation (involvement) and product category knowledge in the relationships of interest are investigated via multi-group analyses. Findings indicate that the sequence of relationships between source characteristics, attitudinal responses and willingness to purchase may vary substantially across the four conditions characterised by high/low levels of processing motivation and product category knowledge.eninfo:eu-repo/semantics/closedAccessMarketingAdvertising EffectivenessProduct Category KnowledgeArticle10.2501/IJA-30-5-889-914305889+WOS:000298776000011Q1