Why is sharing not enough for brands in video ads? A study about commercial video ads' value drivers

Q1 Business, Management and Accounting
F. Chinelato, Cid Gonçalves Filho, Daniel Fagundes Randt
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Abstract

Purpose The main goal of viral marketing is to affect brands positively. But most studies concern the causes of an ad going viral, not its impact on brands. In this sense, this study aims to demonstrate and compare video ads' value drivers on brands and sharing, determining which antecedents maximize results on each, enabling the best ad performance for advertisers. Design/methodology/approach A survey was conducted with 368 respondents who watched viral video ads from five global companies on YouTube. The proposed model was tested using structural equation modeling in SmartPLS4. Findings The results of this study demonstrated that product category involvement is essential for viral advertising. Furthermore, the entertainment value is the most relevant antecedent of sharing, but it does not affect brand equity; it is the social value responsible for brand equity. Practical implications Marketing managers should create ads that simultaneously generate entertainment and social values, maximizing sharing and branding effects. However, if only one of the two effects (brand/share) is achieved, then the advertiser will fail to obtain maximum performance. Originality/value The mainstream of viral marketing research is focused on antecedents of sharing. However, sharing is not enough to provide brand effects and return on investment of advertisement. This study reveals that different consumers’ values drive sharing and brand equity, suggesting that firms should consider a dual value generation strategy regarding the performance of viral video ads. On the other hand, this research conciliates the extant literature about the phenomena with the importance of product category involvement.
为什么分享对视频广告中的品牌来说还不够?商业视频广告价值驱动因素研究
病毒式营销的主要目标是对品牌产生积极影响。但大多数研究关注的是广告病毒式传播的原因,而不是它对品牌的影响。从这个意义上说,本研究旨在展示和比较视频广告在品牌和分享方面的价值驱动因素,确定哪些前因由在每个方面都能最大化结果,从而为广告商提供最佳的广告效果。设计/方法/方法对368名受访者进行了一项调查,他们在YouTube上观看了五家全球公司的病毒式视频广告。在SmartPLS4中使用结构方程建模对所提出的模型进行了测试。本研究的结果表明,产品类别参与对病毒式广告至关重要。此外,娱乐价值是分享最相关的前项,但它不影响品牌资产;它是负责品牌资产的社会价值。实践启示营销经理应该创造同时产生娱乐和社会价值的广告,最大化分享和品牌效应。然而,如果只有一种效果(品牌/份额),那么广告商将无法获得最大的表现。病毒式营销研究的主流是关注分享的前因。然而,分享不足以提供品牌效应和广告的投资回报。本研究表明,不同的消费者价值观驱动分享和品牌资产,这表明企业应该考虑关于病毒式视频广告表现的双重价值创造策略。另一方面,本研究将现有文献中关于这一现象的研究与产品类别参与的重要性相协调。
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来源期刊
Spanish Journal of Marketing - ESIC
Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing
CiteScore
9.10
自引率
0.00%
发文量
21
审稿时长
12 weeks
期刊介绍: Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.
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