Vol. 9 No. 3 (2024): Turkish Journal of Marketing
Articles

Hooked by curiosity: The zeigarnik effect amplifying customer loyalty and brand advocacy through thumb-stopper advertisements

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  • Dr Salma Akter,
  • Noor Marjuk Khan Arko,
  • Taj Ashrafi
Dr Salma Akter
Associate Professor Dr., Business Administration Department, East West University, Dhaka, Bangladesh
Bio
Noor Marjuk Khan Arko
Research Assistant, Business Administration Department, East West University, Dhaka, Bangladesh
Bio
Taj Ashrafi
Bangladesh Computer Council (Ministry of ICT Bangladesh)
Bio

Published 09/25/2024

Keywords

  • Zeigarnik Effect, Thumb Stopper Advertisement, Customer Loyalty, Brand Advocacy, Digital Advertising

Copyright (c) 2024 Dr Salma Akter- Noor Marjuk Khan Arko- Taj Ashrafi

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Hooked by curiosity: The zeigarnik effect amplifying customer loyalty and brand advocacy through thumb-stopper advertisements. (2024). Turkish Journal of Marketing, 9(3), 66-82. https://doi.org/10.30685/tujom.v9i3.196

Abstract

This study rigorously examines the Zeigarnik Effect's impact on consumer loyalty and brand advocacy through Thumb Stopper Advertisements. Investigating Emotional Appeal, Attention and Engagement Metrics, Brand Messaging, Storytelling, Customer Loyalty, and Brand Advocacy reveal pivotal mechanisms driving these dynamics in digital advertising. Employing mixed methods encompassing quantitative and qualitative approaches, we engaged 303 participants through an online survey, unveiling insights into Thumb Stopper Ad interactions and the ensuing brand perceptions. A comprehensive understanding was attained through four hypotheses tested using Structural Equation Modelling (SEM). This study was based on the "Zeigarnik Effect" model introduced by Russian psychologist Bluma Zeigarnik in 1927. Thumb-stopper advertisements that evoke strong emotions attract viewers and are strengthened by narrative. Engagement metrics mediated emotional appeal and brand messaging, shedding light on the intricate dynamics of thumb-stopper advertisements. Marketers can elevate thumb-stopper ads through astutely crafted campaigns to cultivate robust customer loyalty and advocacy.

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