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Factors that influence persuasion knowledge and enjoyment (Analyzing the effect of perceived narrative ongruity, brand familiarity, and product Experience on persuasion knowledge and enjoyment in branded content on Youtube)

Riana, Annisa Putri (2020) Factors that influence persuasion knowledge and enjoyment (Analyzing the effect of perceived narrative ongruity, brand familiarity, and product Experience on persuasion knowledge and enjoyment in branded content on Youtube).

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Abstract:Objective: Branded content is considered as an effective strategy to engage with the audience. The activation of persuasion knowledge creates a challenge in attracting consumers to enjoy advertisements. In this study, congruity in narrative branded content, brand familiarity, and product experience were analyzed to measure the effect of persuasion knowledge and enjoyment of Youtube branded content on resistance and customer engagement. Methods: A quantitative method of an online survey targeted to Indonesian young adults (N=437) was conducted to examine whether persuasion knowledge and enjoyment influence resistance and sharing intention in narrative branded content. Result: The activation of persuasion knowledge did not have a significant effect on resistance, however, it had a negative influence on engagement. Significantly, a variable in narrative congruity that influenced resistance and engagement was story-consumer congruity. Furthermore, the greater the level of brand familiarity and brand experience diminished the negative effects of persuasion knowledge. Implications: The effectiveness of branded content in reducing consumer’s avoidance of advertising is still an effective strategy to cope with consumer’s resistance. Nevertheless, creating branded content that has narrative congruity is recommended to practitioners since it can increase favorable responses. Keywords: Persuasion Knowledge, Enjoyment, Branded Content, Brand Familiarity, Product Experience, YouTube
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/82705
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