A Study on Consumer Acceptance of One-person Media Content-based Advertising

Abstract

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.

The Impact of Social Media Marketing Activities on Consumer Equity: Evidence from Luxury Brand

“…Marketing activities are frequently being conducted on social media platforms including but are not limited to blogs, Facebook, Instagram, and YouTube [23]. Social media marketing has obvious advantages compared with traditional marketing techniques [24].…”