广告内容的病毒性

IF 9.6 2区管理学 Q1 BUSINESS

Journal of Research in Interactive Marketing Pub Date : 2023-05-03 DOI:10.1108/jrim-10-2021-0268

Balpreet Kaur, Justin Paul, Rishi Raj Sharma

{"title":"广告内容的病毒性","authors":"Balpreet Kaur, Justin Paul, Rishi Raj Sharma","doi":"10.1108/jrim-10-2021-0268","DOIUrl":null,"url":null,"abstract":"<h3>Purpose</h3>\n<p>The study aims to examine “Advertisement content likeability” and its relationships with consumers' purchase and sharing intentions.</p>\n<h3>Design/methodology/approach</h3>\n<p>Second-order factor analysis was applied. Structural equation modeling (SEM) was used to measure the moderating effects of technology adoption model, knowledge sharing and Internet maven traits on advertising content's virality.</p>\n<h3>Findings</h3>\n<p>Results indicate the dimensional structure of ad content likeability that is relevant in predicting consumers' sharing and purchase intentions. Furthermore, the moderating effects of technology acceptance factors (perceived usefulness and ease-of-use), knowledge sharing motives (altruism, reputation and expected reciprocal benefits) and senders' Internet maven characteristics were also found on “Ad content likeability” and “sharing intentions.”</p>\n<h3>Originality/value</h3>\n<p>The study expands the theoretical horizon of factors that significantly increase an advertisement's velocity to become more viral.</p>","PeriodicalId":47116,"journal":{"name":"Journal of Research in Interactive Marketing","volume":null,"pages":null},"PeriodicalIF":9.6000,"publicationDate":"2023-05-03","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"The virality of advertising content\",\"authors\":\"Balpreet Kaur, Justin Paul, Rishi Raj Sharma\",\"doi\":\"10.1108/jrim-10-2021-0268\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<h3>Purpose</h3>\\n<p>The study aims to examine “Advertisement content likeability” and its relationships with consumers' purchase and sharing intentions.</p>\\n<h3>Design/methodology/approach</h3>\\n<p>Second-order factor analysis was applied. Structural equation modeling (SEM) was used to measure the moderating effects of technology adoption model, knowledge sharing and Internet maven traits on advertising content's virality.</p>\\n<h3>Findings</h3>\\n<p>Results indicate the dimensional structure of ad content likeability that is relevant in predicting consumers' sharing and purchase intentions. Furthermore, the moderating effects of technology acceptance factors (perceived usefulness and ease-of-use), knowledge sharing motives (altruism, reputation and expected reciprocal benefits) and senders' Internet maven characteristics were also found on “Ad content likeability” and “sharing intentions.”</p>\\n<h3>Originality/value</h3>\\n<p>The study expands the theoretical horizon of factors that significantly increase an advertisement's velocity to become more viral.</p>\",\"PeriodicalId\":47116,\"journal\":{\"name\":\"Journal of Research in Interactive Marketing\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":9.6000,\"publicationDate\":\"2023-05-03\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Journal of Research in Interactive Marketing\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://doi.org/10.1108/jrim-10-2021-0268\",\"RegionNum\":2,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"BUSINESS\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Research in Interactive Marketing","FirstCategoryId":"91","ListUrlMain":"https://doi.org/10.1108/jrim-10-2021-0268","RegionNum":2,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"BUSINESS","Score":null,"Total":0}

引用次数: 0

摘要

目的研究“广告内容喜爱度”及其与消费者购买和分享意愿的关系。设计/方法/方法采用二阶因子分析。采用结构方程模型(SEM)考察了技术采用模型、知识共享和互联网专家特征对广告内容病毒式传播的调节作用。研究结果表明，广告内容喜爱度的维度结构与预测消费者的分享和购买意愿有关。此外，技术接受因素(感知有用性和易用性)、知识分享动机(利他主义、声誉和预期互惠利益)和发送者的互联网专家特征对“广告内容喜爱度”和“分享意图”也有调节作用。独创性/价值这项研究拓展了显著提高广告传播速度的理论范围。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

查看原文本刊更多论文

The virality of advertising content

Purpose

The study aims to examine “Advertisement content likeability” and its relationships with consumers' purchase and sharing intentions.

Design/methodology/approach

Second-order factor analysis was applied. Structural equation modeling (SEM) was used to measure the moderating effects of technology adoption model, knowledge sharing and Internet maven traits on advertising content's virality.

Findings

Results indicate the dimensional structure of ad content likeability that is relevant in predicting consumers' sharing and purchase intentions. Furthermore, the moderating effects of technology acceptance factors (perceived usefulness and ease-of-use), knowledge sharing motives (altruism, reputation and expected reciprocal benefits) and senders' Internet maven characteristics were also found on “Ad content likeability” and “sharing intentions.”

Originality/value

The study expands the theoretical horizon of factors that significantly increase an advertisement's velocity to become more viral.

求助全文

通过发布文献求助，成功后即可免费获取论文全文。去求助

来源期刊

Journal of Research in Interactive Marketing BUSINESS-

CiteScore

17.80

自引率

17.10%

发文量

期刊介绍： The mission of the Journal of Research in Interactive Marketing is to address substantive issues in interactive, relationship, electronic, direct and multi-channel marketing and marketing management. ISSN: 2040-7122 eISSN: 2040-7122 With its origins in the discipline and practice of direct marketing, the Journal of Research in Interactive Marketing (JRIM) aims to publish progressive, innovative and rigorous scholarly research for marketing academics and practitioners.