Research on the Impact of Emotional Adaptation and Product Involvement on Online Video Advertising Effectiveness

Abstract

This study uses eye-movement equipment in conjunction with a questionnaire survey to conduct an empirical investigation of the various effects of emotional adaptation and product involvement on advertising effectiveness. The findings indicate that product involvement can indirectly promote users' advertising attitudes and affect advertising effectiveness by affecting consumers' attention, while emotional adaptation between media and advertising can positively adjust the effects of attention level on advertising emotional attitudes. The findings can be utilized to make recommendations about how to implement online video advertising strategies.