用6秒的广告吸引消费者!衡量YouTube上的广告效果

Q3 Business, Management and Accounting

International Journal of Electronic Marketing and Retailing Pub Date : 2020-04-29 DOI:10.1504/ijemr.2020.10023904

Jay Trivedi, Siddharth Deshmukh, Amit Kishore

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引用次数: 2

摘要

随着互联网数据变得越来越便宜，视频内容的消费量正在上升。像YouTube这样的在线视频共享公司正试图利用短篇故事的力量，在其平台上提供不可跳过的六秒广告（保险杠广告）。本文确定了保险杠广告的类型，这会导致消费者更高的信息参与度，从而导致对品牌的态度和进一步的购买意向。本研究采用调查法进行。数据收集自287名受访者。结果表明，信息丰富的保险杠广告最具吸引力。此外，参与和态度的中介作用也得到了实证验证。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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Wooing the Consumer in a Six-Second Commercial! Measuring the Efficacy of Bumper Advertisements on YouTube

Consumption of video content is rising as internet data becomes more affordable. Online video sharing companies like YouTube are trying to leverage the power of short storytelling by offering non-skippable six-second advertisements (bumper ads) on its platform. This paper identifies the type of bumper ads, which lead to higher message involvement among the consumers, leading to attitude towards the brand and further purchase intentions. The study was conducted using the survey method. Data were collected from 287 respondents. The results established informative bumper ads to be the most involving. Further, the mediating role of involvement and attitude was empirically validated.

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来源期刊

International Journal of Electronic Marketing and Retailing Business, Management and Accounting-Business and International Management

CiteScore

2.30

自引率

0.00%

发文量

期刊介绍： The IJEMR is a scholarly and refereed journal that provides an authoritative source of information for scholars, academicians, and professionals in the fields of electronic marketing and retailing. The journal promotes the advancement, understanding, and practice of electronic marketing and retailing. Manuscripts offering theoretical, conceptual, and practical contributions are encouraged.