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http://dx.doi.org/10.9717/kmms.2022.25.4.628

A study on the effectiveness of video advertisements Generated by social media users: Centered on Information and Entertainment Video Comparison  

Zhang, Ning (College of Fine Arts, Chongqing Three Gorges University)
Zou, Chang-Yun (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.4, 2022 , pp. 628-639 More about this Journal
Abstract
Starting from the content types of video advertisements produced by social media users, this paper conducts a comparative study on the information and entertainment video advertising effects of the same product, to help video producers achieve better advertising effects when facing different products. Experimental results show that. In Garment, the information is higher than that of entertainment in terms of advertising cognition. In terms of advertising attitude and purchase intention, the entertainment is higher than that of information; in food, the entertainment is higher than that of information in terms of advertising cognition, advertising attitude, and purchase intention; in household items, the entertainment is higher than that of information; in terms of advertising cognition and purchase intention, the information is higher than that of entertainment; in terms of advertising attitude, the entertainment is higher than that of information; in cosmetics, the information is higher than that of entertainment in terms of advertising cognition; in terms of advertising attitude and purchase intention, the entertainment is higher than that of the information; in digital accessories, the information is higher than that of the entertainment in terms of advertising cognition, advertising attitude and purchase intention.
Keywords
User Generated Advertising; Information Video; Entertainment Video; Advertising Effectiveness;
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