This Way Up: The Effectiveness of Mobile Vertical Video Marketing

Mulier, Lana; Slabbinck, Hendrik; Vermeir, Iris

doi:10.1016/j.intmar.2020.12.002

Cited by 44 publications

(34 citation statements)

References 63 publications

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“…Prior research has emphasized how gen z's love for social media and related isolation, as well as poor diet, are affecting their short-and long-term health (Priporas et al, 2022). In addition, previous studies about gen z's interaction with technology have also demonstrated their tech savviness and willingness to adopt new technologies (Romero & Lado, 2021) as well as how their interaction with mobile content leads to their engagement (Mulier et al, 2021). The current research began with an attempt to better understand why, how, and when gen z's perception of social isolation and social anxiety influences their online sharing of personal information.…”

Section: Discussionmentioning

confidence: 99%

Social isolation and social anxiety as drivers of generation Z's willingness to share personal information on social media

Lyngdoh

El‐Manstrly

Jeesha

2022

Psychology and Marketing

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Generation Z's (gen z) sharing of personal information on social media is a growing phenomenon with significant ramifications. Existing research, however, focuses on examining the role of social and/or psychological factors and fails to consider how and when social, psychological, and organizational factors affect gen z's willingness to share personal information on social media. To fill this gap, we propose a conceptual model based on the tenets of sociometer theory, to understand the dynamics of gen z's willingness to share personal information while considering its process and boundary conditions. Using a sequential multi-study design, we conducted an experiment followed by a survey to test our hypotheses using data collected from gen z in India.Our findings show that when gen z feels socially isolated/anxious, they are more likely to share personal information on social media. The effect of social isolation on sharing of personal information increases when gen z fear that they are missing out on the rewarding experiences others are having, are engaged in repetitive negative thoughts and perceive their firm's privacy policy as transparent and ethical. Our findings provide a better understanding of why, how, and when gen z's are willing to share personal information on social media. We extend existing limited research on the psychological aspects of digital natives' interaction with modern technologies. Our results equip social media marketing and brand managers with the knowledge they need to increase gen z's willingness to share personal information.

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Section: Discussionmentioning

confidence: 99%

Social isolation and social anxiety as drivers of generation Z's willingness to share personal information on social media

Lyngdoh

El‐Manstrly

Jeesha

2022

Psychology and Marketing

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“…[3] Lana Mulier (2021) stated that the current mobile environment is undergoing a vertical video revolution. With three studies, it examined the efficacy of mobile vertical video advertising and horizontal video advertising in terms of consumer interest, engagement, and processing fluency, as well as the underlying mechanisms for efforts to watch video advertising on smartphones [4]. What's more, in AR marketing, mobile vertical video advertising increases customers' interest and engagement, and mobile users process vertical video advertising more smoothly than horizontal video advertising.…”

Section: Literature Review 21 the Concept Of Ar Marketing And Related...mentioning

confidence: 99%

Augmented Reality in customer interaction for branding of high-end vehicles

Yang¹

2022

BCPBM

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In recent years, augmented reality (AR) technology has found wider and wider application in marketing, providing new opportunities for companies to better display their products to customers. For high-end brands, richer interactive customer experience can help them stand out in highly competitive market. In this paper, the concept of AR marketing and its related theories are analyzed. Then, the impact of AR technology on the changes in marketing approaches is discussed by summarizing the existing cases of AR marketing. Finally, with high-end automobile brands as the research object, the application of AR technology in customer interaction is explored.

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“…Gyroscopes, multi-touch screens, and even 5G networks can offer more interaction possibilities for mobile devices ( Miao et al., 2021 ). Nowadays, mobile video marketing is widely regarded as the focus of enterprise strategy design ( Mulier et al., 2021 ). Mobile interactive video advertising is a type of media that has attracted wide attention.…”

Section: Literature Reviewmentioning

confidence: 99%