FIND CATEGORY FOR ARTICLE

Analyze article and determine cultural category





Id : 2021

Author :
Jiang M.; Yang J.; Joo E.; Kim T.

Title


The Effect of Ad Authenticity on Advertising Value and Consumer Engagement: A Case Study of COVID-19 Video Ads

Reference :


Jiang M.; Yang J.; Joo E.; Kim T. The Effect of Ad Authenticity on Advertising Value and Consumer Engagement: A Case Study of COVID-19 Video Ads,Journal of Interactive Advertising 22 2

Link to article https://www.scopus.com/inward/record.uri?eid=2-s2.0-85132656036&doi=10.1080%2f15252019.2022.2035282&partnerID=40&md5=df5a9be972e221f5ea823e632b3eb5cc
Abstract This study explored the role of ad authenticity in influencing consumers’ ad evaluations and their engagement intention in the context of COVID-19 video advertising. Results showed that aside from informativeness and entertainment, three dimensions of ad authenticity—brand essence, realistic plot, and message credibility—were positively related to consumers’ evaluation of ad value, which further increased ad attitude and social media engagement intention. Interestingly, a realistic plot was the strongest predictor of advertising value, with informativeness as the weakest predictor. Our findings suggest that such a shift of emphasis on content-specific ad authenticity would increase the effectiveness of pandemic-related brand communication on social media. Implications, limitations, and future research directions are discussed. © 2022 American Academy of Advertising.



Results:


                    Category                    

             Certainity            
Heritage 0.0000
Archives 0.0000
Libraries 0.0001
Book and Press 0.0004
Visual Arts 0.0000
Performing Arts 0.0009
Audiovisual and Multimedia 0.0001
Architecture 0.0000
Adverstizing 0.9985
Art crafts 0.0000
General cultural dimension 0.0000
Note: Due to lack of computing power, results have been previously created and saved in database