Why Engaging Advertisements Do Not Always Persuade: Evidence from Adolescent Digital Markets

Abstract

Purpose
This study examines how motivational appeal and cognitive processing jointly influence the effectiveness of online advertising among adolescent consumers.

Design/methodology/approach
Survey data were collected from 664 adolescents and analysed using robust regression, bootstrapped mediation analysis, model-based segmentation, and multi-group comparisons across gender and age categories.

Findings
Motivational appeal exhibits a strong positive effect on perceived advertising effectiveness, while cognitive processing exerts a significant tempering effect. Mediation analysis reveals a competitive mechanism in which motivational appeal simultaneously increases behavioural influence and activates cognitive scrutiny that partially offsets persuasive impact. Segmentation results identify distinct adolescent profiles characterised by varying combinations of motivation, cognition, and scepticism. Multi-group analyses indicate substantial structural stability across demographic groups.

Research implications
The findings advance dual-process perspectives by demonstrating that digital persuasion in adolescent markets is governed by interacting influence and resistance mechanisms. The results highlight the importance of modelling competitive mediation and heterogeneity in contemporary branding research.

Practical implications
Brand managers should balance engagement-oriented strategies with informational credibility and adopt segment-sensitive communication approaches to maximise effectiveness while avoiding excessive resistance.

Originality/value
This study integrates motivational appeal, cognitive processing, mediation mechanisms, and latent segmentation within a unified framework, offering a comprehensive explanation of self-limiting persuasion in adolescent digital advertising.