The Stimulus-Organism-Response (SOR) model was used in this study to investigate the interplay of different banner ads on perceived entertainment and perceived informativeness, which determines advertising effectiveness.
Information from a sample of 150 participants from Indonesia was gathered and subjected to statistical analysis, employing regression analysis methods. The findings reveal significant effects of 'vividness,' on both perceived entertainment and perceived informativeness.
These findings suggest that dynamic and visually rich advertising formats, such as carousel and video ads, significantly enhance consumers' perceptions of both entertainment and informativeness when it comes to online beauty retail. The findings also show that aligning advertising content with modern consumer expectations, emphasizing positive emotional responses and informative content, plays a significant role in creating pleasant customer outcomes and enhancing advertising effectiveness.
In conclusion, This study sheds light on the complex dynamics of several banner ad kinds and their impact on consumer perceptions in the online beauty retail sector. Recognizing the importance of 'vividness' and aligning advertising strategies with evolving consumer preferences allows brands to navigate challenges and capitalize on opportunities, creating impactful campaigns.

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