You Are My Friend, But We Are from Different Worlds: Actor-Type Effects on Audience Engagement in Narrative Video Advertisements

IF 5.4 2区管理学 Q1 BUSINESS

Journal of Advertising Pub Date : 2023-11-27 DOI:10.1080/00913367.2023.2275773

Matthias Glaser, Heribert Reisinger, Arnd Florack

引用次数: 0

Abstract

Narrative video ads often use either celebrities or unknown actors to engage consumers and convey their messages. Although research suggests that celebrities (versus unknown actors) may enhance the...

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你是我的朋友，但我们来自不同的世界:叙事视频广告中演员类型对观众参与的影响

叙事视频广告通常使用名人或不知名的演员来吸引消费者并传达他们的信息。尽管研究表明名人(相对于不知名的演员)可能会增强……

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来源期刊

Journal of Advertising Multiple-

CiteScore

11.20

自引率

10.50%

发文量

期刊介绍： The Journal of Advertising is the premier journal devoted to the development of advertising theory and its relationship to practice. The major purpose of the Journal is to provide a public forum where ideas about advertising can be expressed. Research dealing with the economic, political, social, and environmental aspects of advertising, and methodological advances in advertising research represent some of the key foci of the Journal. Other topics of interest recently covered by the Journal include the assessment of advertising effectiveness, advertising ethics, and global issues surrounding advertising.