Track: E-Business and E-Commerce

Abstract

The COVID-19 pandemic, lockdown and social distancing have changed the consumers purchasing behavior and habits. Consumers are learning to cope with the COVID-19 pandemic by using internet and information technology in their daily life. Firm and marketer should adapt to the change in consumers behavior by investing more in digital advertising and digital influencer. The aim of this study is to explore the impact of digital advertising exposure and trust to digital influencer on consumers attitude toward digital advertising in COVID-19 pandemic. This study contributes to the advertising literature by adapting trust to digital influencer as antecedents toward attitude toward digital advertising. Furthermore, this study also examines the influence of both trust to digital influencer and digital advertising capabilities (entertainment, informativeness and personalization) on attitude toward digital advertising. A research model was developed based on theory of reasoned action and was empirically examined through data collected from 461 of digital advertising consumers in Indonesia. Result shows that trust to digital influencer have positive impact on purchase intention. Furthermore, the result also shows that entertainment, informative and personalization also have significant impact on attitude toward digital advertising. These findings can help brand to develop and design their digital advertising strategy in pandemic COVID-19.