This study examines the attitude of consumers towards advertisements within one-person broadcast contents and provide implications for effective advertisement exposure. As one-person broadcast creators (influencers) exert greater influence on the consumers, one-person broadcast contents are drawing attention as a new advertising marketing medium. Drawing on previous studies on how consumer acceptance of advertisements in one-person media such as blogs, Facebook, Instagram, and YouTube has changed, this study examined the consumers' attitude towards advertisements in various one-person broadcast platforms compared to conventional broadcast channels. Previous research on this topic is limited to YouTube, and there is no comparison with conventional broadcast channels. This study found no significant difference in the consumers' attitude toward advertisements in one-person broadcasts compared to conventional ones. It discussed the results based on previous research and news articles and suggested guidelines for advertisement exposure suitable for one-person media creators who want a positive consumer attitude towards advertisements inserted in their contents.
This study is aimed to propose an effective advertisement exposure method by analyzing the advertisement attitude of consumers who are exposed to advertisements in the short-form video platform's hashtag challenge. The speed of content upgrades is gradually accelerating, and people's media consumption habits are also changing along with the change of the content usage environment like the advancement of technologies (e.g., smart devices) and the universalization of the Internet. With people moving from a text-and image-oriented media platform to a video-oriented platform, video has become a popular form of media consumption in the current mobile era. Short-form video platforms have emerged as a new advertisement marketing outlet as short videos surpass long videos in influencing the public. Recognizing a lack of research on TikTok advertisement, this study examined the attitude of consumers who viewed advertisements in the TikTok hashtag challenge by defining TikTok as a representative short-form video platform and using a survey to collect data. To this end, a survey was conducted to 252 consumers who have watched TikTok advertisements to examine their acceptance attitude. The research tool for each item in the questionnaire selected whether to watch the hashtag challenge, participate in the hashtag challenge, recognize the hashtag challenge brand, and purchase the hashtag challenge brand product. The study found a certain degree of advertising effect on product purchase, although the effect size was small. Drawing on the findings, the study suggested a guideline for advertisement exposure suitable for one-person media creators and marketing practitioners who want to use short-form video platforms for advertising.
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