Online video advertising: how message tone and length persuade the audience : a research on the influence of message tone and the length of video advertisements on advertisement attitude, product attitude, forwarding intention and purchasing intention, with product type as a proposed moderator.

Kroon, Marlyn de (2017) Online video advertising: how message tone and length persuade the audience : a research on the influence of message tone and the length of video advertisements on advertisement attitude, product attitude, forwarding intention and purchasing intention, with product type as a proposed moderator.

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Abstract:The purpose of this study concerning online video advertising was to provide insights in several features of online video advertisements and their effect on consumer behaviour. More specifically, by means of a 2x2x2 factorial design, the experiment examined the effect of message tone (humour vs. non-humour) and length (short vs. long) on advertisement attitude, product attitude, forwarding intention and purchase intention, whereby product type (low involvement vs. high involvement) is considered a moderator. A total of 300 respondents, gathered with the use of social media, filled in a questionnaire after watching one out of eight randomly assigned online video advertisements. The findings suggested that video advertisements with a humorous tone create a more positive forwarding intention and purchase intention than video advertisements with a non-humorous tone. Moreover, shorter video advertisements create a more positive forwarding intention and purchase intention than longer video advertisements. Furthermore, short video advertisements concerning a high involvement product create more positive product attitudes and purchase intentions than short video advertisements concerning a low involvement product. The other way around, long video advertisements concerning a low involvement product create more positive product attitudes and purchase intentions than long video advertisements concerning a high involvement product.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
Link to this item:http://purl.utwente.nl/essays/72909
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