Branded Flash Mobs: Moving Toward a Deeper Understanding of Consumers’ Responses to Video Advertising

Grant, Philip; Botha, Elsamari; Kietzmann, Jan

doi:10.1080/15252019.2015.1013229

Cited by 17 publications

(30 citation statements)

References 69 publications

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“…Although much research has investigated factors influencing consumers' intention to watch online video ads (Goodrich et al, 2015;Grant et al, 2015;Lee et al, 2013;Lee and Lee, 2011), marketers have only begun to examine how different digital devices affect consumers' responses to advertising (Fiore et al, 2005;Goh et al, 2015;Grewal et al, 2015;Stewart and Cunningham, 2017). In one study examining synergy across devices, Varan et al (2013) found that video ads affected consumer behaviors such as ad liking, brand attitude and purchase intention regardless of the device on which they were seen.…”

Section: Role Of the Devicementioning

confidence: 99%

Examining digital video advertising (DVA) effectiveness

Stewart

Kammer-Kerwick

Auchter

et al. 2019

EJM

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Purpose Marketers are increasing their use of digital strategies and prioritizing digital tactics, although the effectiveness digital video advertising (DVA) has not been examined empirically. The purpose of this research is to suggest that it is useful for advertisers to consider theories of the past to understand the link between product, advertising format and message processing. Design/methodology/approach To examine DVA effectiveness, this study utilized a 2-product type (utilitarian vs hedonic) × 2-product involvement (low vs high) x 2-platform (laptop vs mobile) mixed-design. Participants were recruited from a research company, who invited members of their panel to participate in an online experiment. Findings DVA for hedonic products resulted in stronger attitudes toward the ad and brand, and intentions to purchase. DVA for low involvement products resulted in stronger purchase intentions and likelihood to opt-in for more information. Moreover, there was an interaction between product category and involvement across all five measures of DVA effectiveness. Research limitations/implications Like TV commercials, DVA is more effective when used with low involvement, hedonic products than with high involvement, utilitarian products. Additionally, the device on which the advertisement is viewed impacts the effectiveness of DVA. Practical implications Companies promoting high-involvement utilitarian products may consider alternative advertising strategies (e.g. MDAs, apps, websites and advergames), as DVA may not be the most effective ad format. Originality/value As technology continues to develop and marketers continue to pursue growing numbers of consumers through digital means and on mobile devices, understanding how device type influences advertising effectiveness is important for media strategy, message placement and marketing metrics. This research takes one step in that direction.

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Section: Role Of the Devicementioning

confidence: 99%

Examining digital video advertising (DVA) effectiveness

Stewart

Kammer-Kerwick

Auchter

et al. 2019

EJM

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“…Finally, Grant et al ( 2015 ) conducted another research in 2015 to study the effects of branded flash mobs on brand equity. In this research, they did not count only for the viewership of a video on YouTube to determine its success or failure (as in the previous research conducted in 2013) but also analyzed the comments of three successful branded flash mobs' videos to develop "Archetypes of Consumer Attitudes toward Branded Flash Mob Videos Matrix" (Grant et al 2015 ) which should help marketing managers organize better - branded flash mobs (Grant et al 2015 ). In all the aforementioned research of this subsection, flash mobs have been used in some way or another as a marketing tool.…”

Section: Literature Reviewmentioning

confidence: 99%

Flash mob: a multidisciplinary review

Al-khateeb

Agarwal

2021

Soc. Netw. Anal. Min.

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Since the year 2003, the term “flash mob” has been studied in various disciplines and was referred to by various media outlets to describe various events. The term "flash mob" originally meant to describe a phenomenon in which a group of people assembles in a public space, perform a seemingly random act, then quickly disperse. This phenomenon was expected to die just like other types of public performances, e.g., the eighties' raves. However, this phenomenon is still alive and became widespread in various forms. Since this phenomenon was new, mentioned in the media, and depended on technology, it is unwise to assume that everyone knows its exact meaning. Many traditionalist flash mobbers become concerned that the global diffusion of flash mobs has diluted their original meaning. So, in this summative, chronological, and by topic literature review article, we explore the disciplines in which this term was used; then investigate its various forms and propose the term “Mob” to be the root term so we can categorize its various forms (branches) and eliminate ambiguities; and prove that this phenomenon still exists. Finally, we try to shed light on what is missing from the literature and what needs to be studied in the future with regard to this topic.

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“…As CTRs continue to decline (Becker-Olsen 2003), other measures, such as engagement manifested in the form of sharing or commenting, may offer more valuable behavioral insights. Advertisers increasingly use new media communication strategies to create engagement in order to shape consumers' perceptions of brands or organizations (Grant, Botha, and Kietzman 2015). Such interactions create word-of-mouth effects with vast reach and impact, especially considering the speed of diffusion and disruption of geographical boundaries (Risselada, Verhoef, and Bijmolt 2014).…”

Section: Effectivenessmentioning

confidence: 99%

Digital Native Advertising: Practitioner Perspectives and a Research Agenda

Harms

Bijmolt

Hoekstra

2017

Journal of Interactive Advertising

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Digital native advertising is a subtle form of digital advertising that is integrated closely with its context. Practitioners are increasingly assigning budgets to this advertising strategy. On the basis of 22 in-depth expert interviews with senior executives of advertising brands, publishing companies, and media agencies, this study provides new insights into the effectiveness of digital native advertising. We also shed light on factors in the field of content and context of digital native advertising that influence its performance. We present 10 key propositions that reflect practitioners' perspectives and form an agenda for further scientific research in the field of digital native advertising.

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Branded Flash Mobs: Moving Toward a Deeper Understanding of Consumers’ Responses to Video Advertising

Cited by 17 publications

References 69 publications

Examining digital video advertising (DVA) effectiveness

Examining digital video advertising (DVA) effectiveness

Flash mob: a multidisciplinary review

Digital Native Advertising: Practitioner Perspectives and a Research Agenda

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