客户参与度与广告效果：适度中介分析

IF 4.1 Q2 BUSINESS

Journal of Internet Commerce Pub Date : 2021-08-09 DOI:10.1080/15332861.2021.1955324

Anubha, Samik Shome

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引用次数: 10

摘要

随着在线数字视频广告成为一种趋势，营销传播正在见证当今时代的历史性变化。营销人员在YouTube上的此类视频广告上花费了大量的广告预算，因为它是Y世代中流行的数字视频频道。这一代人的购买决策受到YouTube广告的影响。因此，了解YouTube广告的感知价值对于全球营销人员来说至关重要，尤其是在拥有4.4亿千禧一代的印度。在这种背景下，本研究补充了现有文献，通过调查作为中介的广告态度，在广告领域增加了新的联系，中介了感知广告价值与购买意图的关系。该研究采用适度中介来检验客户参与的作用。Andrew F.Hayes在收集了374名千禧一代的回复后，使用PROCESS宏v3.5对中介和适度中介进行了测试。最后讨论了对营销人员的启示。

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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Customer Engagement and Advertising Effectiveness: A Moderated Mediating Analysis

Marketing communications are witnessing a historic change in current times with online digital video advertising becoming a trend. Marketers are spending a significant pie of advertising budget on such video advertising on YouTube as it is a prevalent digital video channel among Generation Y. Purchasing decisions of this generation are influenced by YouTube advertising. Thus, understanding the perceived value of YouTube advertising becomes imperative for global marketers, especially in India which consists of 440 million millennials to target them. In this backdrop, the current study supplements to the extant literature by adding new linkages in the field of advertising by investigating attitude toward advertising as a mediator, mediating the relationship of perceived advertising value with purchase intentions. The study applies moderated mediation to examine the role of customer engagement. The mediation and moderated mediation were tested using PROCESS macro v3.5 by Andrew F. Hayes after collecting responses from 374 millennials. Implications for marketers are discussed in the end.

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来源期刊

Journal of Internet Commerce BUSINESS-

CiteScore

10.50

自引率

7.00%

发文量

期刊介绍： The business world has undergone many changes because of information technology, and the impact of the Internet may cause one of the biggest yet. While many people use the Internet for educational and entertainment purposes, organizations and companies are looking for ways to tie their internal networks to this global network to conduct electronic commerce. While companies have been conducting business electronically with suppliers and customers for many years, conducting online commerce via the Internet offers even greater opportunities for multinational, national, and even small businesses to cut costs, improve efficiency, and reach a global market.