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http://dx.doi.org/10.5392/JKCA.2020.20.03.010

The Interaction Effects between YouTube Branded Contents' Ending Types and Product Involvement on Consumer Responses  

Kim, YooJung (경희대학교 대학원 호텔경영학과)
Kang, Kyung Ho (경희대학교 호텔경영학과)
Publication Information
The Journal of the Korea Contents Association / v.20, no.3, 2020 , pp. 10-17 More about this Journal
Abstract
This study examines the interaction effects between branded contents' ending types(happy ending, non-happy ending) and the level of product involvement(high involvement, low involvement) on consumer's negative responses. Results suggest that the level of product involvement had no significant effect on consumer responses since product on video clips was not closely linked to the contents' message. Selective empathy is identified as the happy ending type of branded contents had a greater effect on consumer's negative responses than the non-happy ending type of. It is an apparent new phenomenon shown among the young after 2000s. Moreover, the interaction between contents' ending types and the level of product involvement had a significant effect on consumer's negative responses. Two interaction terms (i.e. happy ending and low product involvement; non-happy ending and high product involvement) are the viable message strategies to weaken the consumer responses in terms of 'dislike'.
Keywords
Branded Contents; Consumer Responses; Product Involvement; Contents' Ending; Empathy;
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