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http://dx.doi.org/10.9717/kmms.2022.25.1.103

A Study on the Effectiveness of Video Advertisements Generated by Social Media Users: Centered on Video Content Type and Information Framework  

Zhang, Ning (Dept. of Storytelling, Graduate School, Dong-Eui University)
KIM, Chee-yong (Major of Game Engineering, Dong-Eui University University)
Publication Information
Journal of Korea Multimedia Society / v.25, no.1, 2022 , pp. 103-113 More about this Journal
Abstract
Based on the information framework and regulatory focus theory, this paper verifies the impact on the advertising effect when the matching effect forms between the video advertising content type (Information Type, Entertainment Type) and the information framework (Promotional, Prevention) and the regulatory focus (Promotion Orientation, Prevention Orientation) in social media. In order to verify, after selecting of the experimental subjects and finishing the prior investigation of the experimental operation, four video advertisements and formal experiments were performed. The experimental results showed that first, the content type affects the advertising effect of the video and the information framework; when the information video matches the preventive information framework, it will have a more obvious positive effect on the advertising effect; when the entertainment video matches the promotion information framework, it will have a more obvious positive effect on the advertising effect. Second, with the two matches of video content type and information framework, the entertainment-oriented video has a more obvious positive effect for the information-oriented video audience; the above results enrich user created content research and improve the quality and communication efficiency of video in social media.
Keywords
Social Media; Video Content Type; Information Frame; Advertising Effect;
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