Online Video Advertisements' Effect on Purchase Intention

Abstract

Businesses are shifting their marketing strategies towards social media for promoting their products and services. Online video advertisements are one of the fastest-growing platforms of social media advertising. This article provides detailed models to marketers providing knowledge of different factors impacting consumer purchase intention after watching online video advertisement. The purpose of this article is to propose a model comprising of advertisement value, attitude and their impact on purchase intention in case of online video advertisements amongst Indian youth. The analysis indicated that an advertisement value model given by Ducoffe was not applicable in case of online video advertisements. Invasiveness/Irritation has no significant impact on advertisement value as in case of Ducoffe's model although it significantly impacts attitude towards online video advertisements.

Examining the Extended Advertising Value Model: A Case of TikTok Short Video Ads

“…Dehghani et al (2016) examined the effects of entertainment, informativeness, customization, and irritation on purchase intention on YouTube ads mediated by advertising value and brand awareness. Jain et al (2018) investigated the effects of information, entertainment, and invasiveness on purchase intention in online advertisements through advertising value and attitude. Meanwhile, Martins et al (2019) tested the mediating role of advertising value and flow experience in the relationships among irritability, informativeness, credibility, entertainment, incentives, and purchase intention of smartphone advertising.…”

Pengaruh Video Advertising Dan Sosial Media Konten Melalui Brand Awareness Terhadap Minat Beli Pada Aplikasi Gofood Di Kota Makassar

“…2020). Video advertising juga terbukti berpengaruh terhadap efektivitas pemasaran yang dilakukan oleh perusahaan (Jain, Rakesh, & Chaturvedi, 2018); (Lai, Lai, & Chiang, 2015); (Kroon, 2017). Penggunaan video advertising yang paling popular yang perlu diperhatikan oleh perusahaan…”

Social media advertising reactance model: a theoretical review

“…Furthermore, there is a growing consensus that reactance covers the aspects of both cognition and affect (Dillard and Shen, 2005;Rains, 2013). From the cognitive approach, advertising reactance is mainly defined from three perspectives: the interruption of individuals' cognition processes (Jain et al, 2018;Jung et al, 2015;Taylor et al, 2011), the clutter of media content (Ha and McCann, 2008) and the activation of privacy concern (Ahn et al, 2017;Celebi, 2015;Korgaonkar, 2016, 2018). Based on these, three specific concepts are proposed: intrusiveness, invasiveness and goal impediment.…”

“…Definitions and reference Reactance Ad reactance is a situational reactance caused by the ad ( Akestam et al, 2017) Personalization reactance occurs when highly personalized messages lead consumers to feel constrained for being too identifiable or observable by the firm (White et al, 2008) Intrusiveness From the perspective of cognition, intrusiveness refers to the degree to which a person views the presentation of an advertisement as contrary to his/her goals or as disrupting his/her thought processes or task performance (Li et al, 2002). Equal to invasiveness (Celebi, 2015;Jain et al, 2018;Jung et al, 2015;Taylor et al, 2011) and goal impediment (Fan et al, 2017;Mattke et al, 2018a;Wijenayake and Pathirana, 2019;Youn and Shin, 2019) From the perspective of media content, intrusiveness is the degree to which ads in a media vehicle interrupt the flow of an editorial unit (Ha and McCann, 2008) From the perspective of privacy, intrusiveness is defined as invading an individual's solitude, including intrusion into his/her private affairs (Sipior and Ward, 1995). Equal to invasiveness (Ahn et al, 2017;Korgaonkar, 2016, 2018) Irritation Ducoffe (1995) claimed that when advertising employs tactics that annoy, offend, or insult, or that are overly manipulative, consumers perceive advertisements as irritating or invasive (Alsamydai and Khasawneh, 2013;Antoniadis et al, 2019;Siregar, 2018) Irritation is defined as provoking, annoying, displeasure and momentary impatience (Chen et al, 2018;Loureiro, 2018;Noprisson et al, 2016;Pelet et al, 2016;Thota, 2012…”

“…Behavioral avoidance (Cheung and Ho, 2017); Intentions (click, visit, eWOM or share) (Belanche et al, 2020;Kim et al, 2016;Kumar and Pandey, 2016;Mir, 2015;Thota, 2012;Trichob and Ngamkroeckjoti, 2018;Tsao, 2019;Youn and Kim, 2019a); Lack of memory (Riedel et al, 2018) The intention of eWOM (Belanche et al, 2020;Pelet et al, 2016) Purchase rate (Arli, 2017;Aziza and Astuti, 2018;Huang, 2019;Jain et al, 2018;Pelet et al, 2016) Discontinue usage (Ha et al, 2014;Riedel et al, 2018) on the process and mechanism of user reactance and provide a systematic understanding of SMAR. The SMARM integrates the relevant factors, empirical evidence and findings from existing studies into a systematic framework.…”