Browsing by Author "Ilangarathna, M. P. S. S."
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Item The Emotional Impact of Newspaper Headline on Customer Purchase Intention(Department of Marketing Management, Faculty of Commerce and Management Studies, University of Kelaniya, Sri Lanka., 2025) Ilangarathna, M. P. S. S.; Udara, S. W. I.This study explores the emotional impact of newspaper headlines on customer purchase intentions, focusing on key elements such as language style, headline structure, headline content, and headline font. Headlines serve as the first point of contact between readers and newspapers, significantly influencing consumer behaviour. While emotional marketing has been extensively studied in advertising, its role in the newspaper industry remains underexplored. This research addresses gaps in literature by analysing how the interplay of emotional and structural elements in headlines impacts purchasing decisions. The study also aims to provide actionable insights for newspaper publishers, editors, and marketers striving to enhance readership and adapt to the evolving media landscape. A quantitative cross-sectional design was employed to investigate the relationships between headline characteristics and purchase intention. Data were collected from 331 respondents using a structured questionnaire that assessed their perceptions of newspaper headlines. The sample was demographically diverse, ensuring representativeness. Statistical analyses, including descriptive statistics, correlation analysis, and multiple regression, were conducted to examine the predictive power of language style, structure, content, and font on purchase intention. The survey measured variables using a five-point Likert scale, enabling an in-depth understanding of reader preferences and behaviours. The findings reveal that language style and headline content are the most significant predictors of purchase intention. Headlines employing emotionally charged language and addressing timely, relevant topics generate higher consumer interest. Headline Structure, such as headline length, punctuation, and organisation, play a moderate role in capturing attention and enhancing readability. In contrast, font attributes like size, boldness, and typeface contribute minimally to purchase decisions but are still important for visual appeal. The results also show that emotionally resonant headlines, such as those using dramatic or evocative language, are more likely to engage readers than strictly factual ones. These insights underscore the need for a strategic balance between emotional appeal and factual accuracy in crafting headlines. The study is geographically limited to Sri Lanka, which may affect the generalisability of the findings to other contexts. Additionally, reliance on self-reported data poses the risk of response bias. Future research could address these limitations by incorporating a more diverse, cross-cultural sample and exploring additional variables such as digital consumption patterns. The study offers valuable theoretical and practical contributions. It extends emotional marketing theories to the newspaper industry, highlighting the importance of emotionally engaging headlines in driving consumer behaviour. Practically, the findings provide newspaper publishers and editors with evidence-based guidelines for designing effective headlines that resonate with readers. For instance, emphasising emotional keywords and relevant content while maintaining structural simplicity can enhance purchase intention. The study also calls for integrating digital strategies, such as interactive and multimedia headlines, to attract a tech-savvy audience. Future research could investigate cultural differences in headline preferences and the impact of emerging technologies on consumer engagement.