What Likeability Attributes Attract People to Watch Online Video Advertisements?
As online video viewing increases, so does the size of the online video advertising market. However, it is challenging to create an advertising creative suitable for online video services. Advertising likeability helps to provide the strategies necessary for producing video advertisements that can f...
Gespeichert in:
| Veröffentlicht in: | Electronics (Basel) 2022-07, Vol.11 (13), p.1960 |
|---|---|
| Hauptverfasser: | , |
| Format: | Artikel |
| Sprache: | eng |
| Schlagworte: | |
| Online-Zugang: | Volltext |
| Tags: |
Tag hinzufügen
Keine Tags, Fügen Sie den ersten Tag hinzu!
|
| container_end_page | |
|---|---|
| container_issue | 13 |
| container_start_page | 1960 |
| container_title | Electronics (Basel) |
| container_volume | 11 |
| creator | Yoon, Sang-Hyeak Lee, So-Hyun |
| description | As online video viewing increases, so does the size of the online video advertising market. However, it is challenging to create an advertising creative suitable for online video services. Advertising likeability helps to provide the strategies necessary for producing video advertisements that can facilitate consumer responsiveness and generate persuasive effects. Therefore, this study aimed to identify the likeability attributes of online video advertising content that increase online video advertisement views and to validate them with actual user data. To achieve this objective, this study applied a mixed-methods approach using two studies. The first study was an exploratory study in which users’ reviews on recently popular online video advertisements were analyzed through text mining, after which we identified key likeability attributes. We then conducted a focus group discussion method to measure the degree of video ads in each attribute. The second study was a confirmatory study, in which the key likeability attributes identified in the first study were verified empirically through an econometric model. As a result, we derived six likeability attributes of online video advertisements. The findings also highlight the effects of music, storytelling, influential people, and novel ideas on the number of views. Altogether, our study offers practical insights into which factors and identified likeability attributes enable effective online video advertisements. |
| doi_str_mv | 10.3390/electronics11131960 |
| format | Article |
| fullrecord | <record><control><sourceid>gale_proqu</sourceid><recordid>TN_cdi_proquest_journals_2685978290</recordid><sourceformat>XML</sourceformat><sourcesystem>PC</sourcesystem><galeid>A729588318</galeid><sourcerecordid>A729588318</sourcerecordid><originalsourceid>FETCH-LOGICAL-c291t-2a11e57e3952c18b63e68aa653f8b4b1f4809d80aa98540dc7c488f8dceb18fc3</originalsourceid><addsrcrecordid>eNptUMtOwzAQtBBIVKVfwMUS5xQ_8lifUFTxkiq1B6DHyHE21CWNi-0i9e9JKQcO7B52tJqZ1Q4h15xNpVTsFjs00bvemsA5l1zl7IyMBCtUooQS53_wJZmEsGFDKS5BshFZrtY60rn9QF3bzsYDLWP0tt5HDD9Qm0iX6HYd0ujoSkezpou-sz3SN9ugo2XzhT7agFvsY7i7Ihet7gJOfueYvD7cv8yekvni8XlWzhMjFI-J0JxjVqBUmTAc6lxiDlrnmWyhTmvepsBUA0xrBVnKGlOYFKCFxmDNoTVyTG5OvjvvPvcYYrVxe98PJyuRQ6YKEIoNrOmJ9a47rGzfuuNHQze4tcb12NphXxZCZQCSwyCQJ4HxLgSPbbXzdqv9oeKsOsZd_RO3_AZVpHX3</addsrcrecordid><sourcetype>Aggregation Database</sourcetype><iscdi>true</iscdi><recordtype>article</recordtype><pqid>2685978290</pqid></control><display><type>article</type><title>What Likeability Attributes Attract People to Watch Online Video Advertisements?</title><source>MDPI - Multidisciplinary Digital Publishing Institute</source><source>EZB-FREE-00999 freely available EZB journals</source><creator>Yoon, Sang-Hyeak ; Lee, So-Hyun</creator><creatorcontrib>Yoon, Sang-Hyeak ; Lee, So-Hyun</creatorcontrib><description>As online video viewing increases, so does the size of the online video advertising market. However, it is challenging to create an advertising creative suitable for online video services. Advertising likeability helps to provide the strategies necessary for producing video advertisements that can facilitate consumer responsiveness and generate persuasive effects. Therefore, this study aimed to identify the likeability attributes of online video advertising content that increase online video advertisement views and to validate them with actual user data. To achieve this objective, this study applied a mixed-methods approach using two studies. The first study was an exploratory study in which users’ reviews on recently popular online video advertisements were analyzed through text mining, after which we identified key likeability attributes. We then conducted a focus group discussion method to measure the degree of video ads in each attribute. The second study was a confirmatory study, in which the key likeability attributes identified in the first study were verified empirically through an econometric model. As a result, we derived six likeability attributes of online video advertisements. The findings also highlight the effects of music, storytelling, influential people, and novel ideas on the number of views. Altogether, our study offers practical insights into which factors and identified likeability attributes enable effective online video advertisements.</description><identifier>ISSN: 2079-9292</identifier><identifier>EISSN: 2079-9292</identifier><identifier>DOI: 10.3390/electronics11131960</identifier><language>eng</language><publisher>Basel: MDPI AG</publisher><subject>Advertisements ; Advertising ; Analysis ; Consumer behavior ; Consumers ; COVID-19 ; Credibility ; Data mining ; Econometric models ; Information technology ; Internet videos ; Internet/Web advertising ; Mixed methods research ; Online advertising ; Online social networks ; Product placement ; Social networks</subject><ispartof>Electronics (Basel), 2022-07, Vol.11 (13), p.1960</ispartof><rights>COPYRIGHT 2022 MDPI AG</rights><rights>2022 by the authors. Licensee MDPI, Basel, Switzerland. This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/). Notwithstanding the ProQuest Terms and Conditions, you may use this content in accordance with the terms of the License.</rights><lds50>peer_reviewed</lds50><oa>free_for_read</oa><woscitedreferencessubscribed>false</woscitedreferencessubscribed><citedby>FETCH-LOGICAL-c291t-2a11e57e3952c18b63e68aa653f8b4b1f4809d80aa98540dc7c488f8dceb18fc3</citedby><cites>FETCH-LOGICAL-c291t-2a11e57e3952c18b63e68aa653f8b4b1f4809d80aa98540dc7c488f8dceb18fc3</cites><orcidid>0000-0002-0182-6109</orcidid></display><links><openurl>$$Topenurl_article</openurl><openurlfulltext>$$Topenurlfull_article</openurlfulltext><thumbnail>$$Tsyndetics_thumb_exl</thumbnail><link.rule.ids>314,780,784,27924,27925</link.rule.ids></links><search><creatorcontrib>Yoon, Sang-Hyeak</creatorcontrib><creatorcontrib>Lee, So-Hyun</creatorcontrib><title>What Likeability Attributes Attract People to Watch Online Video Advertisements?</title><title>Electronics (Basel)</title><description>As online video viewing increases, so does the size of the online video advertising market. However, it is challenging to create an advertising creative suitable for online video services. Advertising likeability helps to provide the strategies necessary for producing video advertisements that can facilitate consumer responsiveness and generate persuasive effects. Therefore, this study aimed to identify the likeability attributes of online video advertising content that increase online video advertisement views and to validate them with actual user data. To achieve this objective, this study applied a mixed-methods approach using two studies. The first study was an exploratory study in which users’ reviews on recently popular online video advertisements were analyzed through text mining, after which we identified key likeability attributes. We then conducted a focus group discussion method to measure the degree of video ads in each attribute. The second study was a confirmatory study, in which the key likeability attributes identified in the first study were verified empirically through an econometric model. As a result, we derived six likeability attributes of online video advertisements. The findings also highlight the effects of music, storytelling, influential people, and novel ideas on the number of views. Altogether, our study offers practical insights into which factors and identified likeability attributes enable effective online video advertisements.</description><subject>Advertisements</subject><subject>Advertising</subject><subject>Analysis</subject><subject>Consumer behavior</subject><subject>Consumers</subject><subject>COVID-19</subject><subject>Credibility</subject><subject>Data mining</subject><subject>Econometric models</subject><subject>Information technology</subject><subject>Internet videos</subject><subject>Internet/Web advertising</subject><subject>Mixed methods research</subject><subject>Online advertising</subject><subject>Online social networks</subject><subject>Product placement</subject><subject>Social networks</subject><issn>2079-9292</issn><issn>2079-9292</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2022</creationdate><recordtype>article</recordtype><sourceid>ABUWG</sourceid><sourceid>AFKRA</sourceid><sourceid>AZQEC</sourceid><sourceid>BENPR</sourceid><sourceid>CCPQU</sourceid><sourceid>DWQXO</sourceid><recordid>eNptUMtOwzAQtBBIVKVfwMUS5xQ_8lifUFTxkiq1B6DHyHE21CWNi-0i9e9JKQcO7B52tJqZ1Q4h15xNpVTsFjs00bvemsA5l1zl7IyMBCtUooQS53_wJZmEsGFDKS5BshFZrtY60rn9QF3bzsYDLWP0tt5HDD9Qm0iX6HYd0ujoSkezpou-sz3SN9ugo2XzhT7agFvsY7i7Ihet7gJOfueYvD7cv8yekvni8XlWzhMjFI-J0JxjVqBUmTAc6lxiDlrnmWyhTmvepsBUA0xrBVnKGlOYFKCFxmDNoTVyTG5OvjvvPvcYYrVxe98PJyuRQ6YKEIoNrOmJ9a47rGzfuuNHQze4tcb12NphXxZCZQCSwyCQJ4HxLgSPbbXzdqv9oeKsOsZd_RO3_AZVpHX3</recordid><startdate>20220701</startdate><enddate>20220701</enddate><creator>Yoon, Sang-Hyeak</creator><creator>Lee, So-Hyun</creator><general>MDPI AG</general><scope>AAYXX</scope><scope>CITATION</scope><scope>7SP</scope><scope>8FD</scope><scope>8FE</scope><scope>8FG</scope><scope>ABUWG</scope><scope>AFKRA</scope><scope>ARAPS</scope><scope>AZQEC</scope><scope>BENPR</scope><scope>BGLVJ</scope><scope>CCPQU</scope><scope>COVID</scope><scope>DWQXO</scope><scope>HCIFZ</scope><scope>L7M</scope><scope>P5Z</scope><scope>P62</scope><scope>PIMPY</scope><scope>PQEST</scope><scope>PQQKQ</scope><scope>PQUKI</scope><scope>PRINS</scope><orcidid>https://orcid.org/0000-0002-0182-6109</orcidid></search><sort><creationdate>20220701</creationdate><title>What Likeability Attributes Attract People to Watch Online Video Advertisements?</title><author>Yoon, Sang-Hyeak ; Lee, So-Hyun</author></sort><facets><frbrtype>5</frbrtype><frbrgroupid>cdi_FETCH-LOGICAL-c291t-2a11e57e3952c18b63e68aa653f8b4b1f4809d80aa98540dc7c488f8dceb18fc3</frbrgroupid><rsrctype>articles</rsrctype><prefilter>articles</prefilter><language>eng</language><creationdate>2022</creationdate><topic>Advertisements</topic><topic>Advertising</topic><topic>Analysis</topic><topic>Consumer behavior</topic><topic>Consumers</topic><topic>COVID-19</topic><topic>Credibility</topic><topic>Data mining</topic><topic>Econometric models</topic><topic>Information technology</topic><topic>Internet videos</topic><topic>Internet/Web advertising</topic><topic>Mixed methods research</topic><topic>Online advertising</topic><topic>Online social networks</topic><topic>Product placement</topic><topic>Social networks</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Yoon, Sang-Hyeak</creatorcontrib><creatorcontrib>Lee, So-Hyun</creatorcontrib><collection>CrossRef</collection><collection>Electronics & Communications Abstracts</collection><collection>Technology Research Database</collection><collection>ProQuest SciTech Collection</collection><collection>ProQuest Technology Collection</collection><collection>ProQuest Central (Alumni Edition)</collection><collection>ProQuest Central UK/Ireland</collection><collection>Advanced Technologies & Aerospace Collection</collection><collection>ProQuest Central Essentials</collection><collection>ProQuest Central</collection><collection>Technology Collection</collection><collection>ProQuest One Community College</collection><collection>Coronavirus Research Database</collection><collection>ProQuest Central Korea</collection><collection>SciTech Premium Collection</collection><collection>Advanced Technologies Database with Aerospace</collection><collection>Advanced Technologies & Aerospace Database</collection><collection>ProQuest Advanced Technologies & Aerospace Collection</collection><collection>Publicly Available Content Database</collection><collection>ProQuest One Academic Eastern Edition (DO NOT USE)</collection><collection>ProQuest One Academic</collection><collection>ProQuest One Academic UKI Edition</collection><collection>ProQuest Central China</collection><jtitle>Electronics (Basel)</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Yoon, Sang-Hyeak</au><au>Lee, So-Hyun</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>What Likeability Attributes Attract People to Watch Online Video Advertisements?</atitle><jtitle>Electronics (Basel)</jtitle><date>2022-07-01</date><risdate>2022</risdate><volume>11</volume><issue>13</issue><spage>1960</spage><pages>1960-</pages><issn>2079-9292</issn><eissn>2079-9292</eissn><abstract>As online video viewing increases, so does the size of the online video advertising market. However, it is challenging to create an advertising creative suitable for online video services. Advertising likeability helps to provide the strategies necessary for producing video advertisements that can facilitate consumer responsiveness and generate persuasive effects. Therefore, this study aimed to identify the likeability attributes of online video advertising content that increase online video advertisement views and to validate them with actual user data. To achieve this objective, this study applied a mixed-methods approach using two studies. The first study was an exploratory study in which users’ reviews on recently popular online video advertisements were analyzed through text mining, after which we identified key likeability attributes. We then conducted a focus group discussion method to measure the degree of video ads in each attribute. The second study was a confirmatory study, in which the key likeability attributes identified in the first study were verified empirically through an econometric model. As a result, we derived six likeability attributes of online video advertisements. The findings also highlight the effects of music, storytelling, influential people, and novel ideas on the number of views. Altogether, our study offers practical insights into which factors and identified likeability attributes enable effective online video advertisements.</abstract><cop>Basel</cop><pub>MDPI AG</pub><doi>10.3390/electronics11131960</doi><orcidid>https://orcid.org/0000-0002-0182-6109</orcidid><oa>free_for_read</oa></addata></record> |
| fulltext | fulltext |
| identifier | ISSN: 2079-9292 |
| ispartof | Electronics (Basel), 2022-07, Vol.11 (13), p.1960 |
| issn | 2079-9292 2079-9292 |
| language | eng |
| recordid | cdi_proquest_journals_2685978290 |
| source | MDPI - Multidisciplinary Digital Publishing Institute; EZB-FREE-00999 freely available EZB journals |
| subjects | Advertisements Advertising Analysis Consumer behavior Consumers COVID-19 Credibility Data mining Econometric models Information technology Internet videos Internet/Web advertising Mixed methods research Online advertising Online social networks Product placement Social networks |
| title | What Likeability Attributes Attract People to Watch Online Video Advertisements? |
| url | https://sfx.bib-bvb.de/sfx_tum?ctx_ver=Z39.88-2004&ctx_enc=info:ofi/enc:UTF-8&ctx_tim=2024-12-28T03%3A47%3A45IST&url_ver=Z39.88-2004&url_ctx_fmt=infofi/fmt:kev:mtx:ctx&rfr_id=info:sid/primo.exlibrisgroup.com:primo3-Article-gale_proqu&rft_val_fmt=info:ofi/fmt:kev:mtx:journal&rft.genre=article&rft.atitle=What%20Likeability%20Attributes%20Attract%20People%20to%20Watch%20Online%20Video%20Advertisements?&rft.jtitle=Electronics%20(Basel)&rft.au=Yoon,%20Sang-Hyeak&rft.date=2022-07-01&rft.volume=11&rft.issue=13&rft.spage=1960&rft.pages=1960-&rft.issn=2079-9292&rft.eissn=2079-9292&rft_id=info:doi/10.3390/electronics11131960&rft_dat=%3Cgale_proqu%3EA729588318%3C/gale_proqu%3E%3Curl%3E%3C/url%3E&disable_directlink=true&sfx.directlink=off&sfx.report_link=0&rft_id=info:oai/&rft_pqid=2685978290&rft_id=info:pmid/&rft_galeid=A729588318&rfr_iscdi=true |