International journal of advanced smart convergence

  • 제13권1호
  • /
  • Pages.140-151
  • /
  • 2024
  • /
  • 2288-2847(pISSN)
  • /
  • 2288-2855(eISSN)
한국인터넷방송통신학회 (The Institute of Internet, Broadcasting and Communication)
권호 표지
DOI QR코드

DOI QR Code

Influencer Attachment and Consumer Response to Product Links in Native Video Ads: An Empirical Study on Bilibili's Platform

  • Hu, Jiayu (Division of Communication & Media, Ewha Womans University) ;
  • Chen, Mingyuan (Division of Communication & Media, Ewha Womans University) ;
  • Yoo, Seungchul (Division of Communication & Media, Ewha Womans University)
  • 투고 : 2024.01.28
  • 심사 : 2024.02.15
  • 발행 : 2024.03.31
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

This study explores an innovative advertising technique on Bilibili, where product links are embedded as bullet comments visible only to mobile app users. The research involved 140 participants, divided equally between followers and non-followers of a popular influencer, 'Gourmet WanggangR.' These groups were further split, with half viewing a video containing the product link on the app and the other half via PC. The study revealed that influencer attachment significantly increased viewer immersion (transportation) and positively influenced attitudes towards the content, which in turn elevated purchase intentions. Importantly, the influencer's followers showed a stronger attachment and more favorable attitudes towards the content, alongside a heightened likelihood to purchase the advertised product. The presence of the product link further accentuated these effects among the influencer's followers. Conversely, in the absence of the link, the correlation between influencer attachment and content attitude was less pronounced. These findings highlight the effectiveness of embedding product links in video content as a marketing strategy, particularly when targeting an influencer's followers through mobile platforms.

키워드

참고문헌

  1. Chaffey, D. and Allen, R, Managing digital marketing in 2015, Techonlogy For Marketing & Advertising, 2015.
  2. Hannah Kang, Factors Affecting Social Media Native Advertising Acceptance: Focusing on Perceived Personalization, Perceived Credibility, and Perceived Intrusiveness, Journal of Practical Research in Advertising and Public Relations, Vol. 14, No. 2, pp. 7-24, 2021.
  3. Na-Yeon Kim and Sun-Jung Moon, The Effect of Native Video Advertising on Consumer Psychological Response and Brand Attitude on Youtube Platform: Focusing on the Moderating Effect of Ad Type, Journal of Business Research, Vol. 37, No. 4, pp. 87-104, 2022.
  4. Choi, Jeong-Hyeon and Kim, Gho, The Influence of Ad Disclosure Type and Screen Size on Attitude to ward Advertising and Creator, The Korean Journal of Advertising and Public Relations, Vol. 24, No. 4, pp. 485-519, 2022. DOI: https://doi.org/10.16914/kjapr.2022.24.4.485.
  5. Carr, C. T. and Hayes, R. A, The effect of disclosure of third-party influence on an opinion leader's credibility and electronic word of mouth in two-step flow, Journal of Interactive Advertising, Vol. 14, No. 1, pp. 38~50, 2014. DOI: https://doi.org/10.1080/15252019.2014.909296.
  6. Youn, S. and Kim, S, Newsfeed native advertising on Facebook: Young millennials' knowledge, pet peeves, reactance and ad avoidance, International Journal of Advertising, Vol. 38, No. 5, pp. 651-683, 2019. DOI: https://doi.org/10.1080/02650487.2019.1575109.
  7. Krouwer, S., Poels, K., and Paulussen, S, Moving towards transparency for native advertisements on news websites: A test of more detailed disclosures, International Journal of Advertising, Vol. 39, No. 1, pp. 51-73, 2020. DOI: https://doi.org/10.1080/02650487.2019.1575107.
  8. Lee, J., Kim, S. and Ham, C. D., A double-edged sword? Predicting consumers' attitudes toward and sharing intention of native advertising on social media, American Behavioral Scientist, Vol. 60, No. 12, pp. 1425-1441, 2016. DOI: https://doi.org/10.1177/0002764216660137.
  9. Darke, P. R. and Ritchie, R. J., The defensive consumer: Advertising deception, defensive processing, and distrust, Journal of Marketing research, Vol. 44, No. 1, pp. 114-127, 2007. DOI: https://doi.org/10.1509/jmkr.44.1.114.
  10. Ashley, C. and Leonard, H. A., Betrayed by the buzz? Covert content and consumer-brand relationships, Journal of Public Policy & Marketing, Vol. 28, No. 2, pp. 212-220, 2009. DOI: https://doi.org/10.1509/jppm.28.2.212.
  11. Namhyun Um and Young-A Song, Explorative Study on Millennial Consumers' Perspectives on "Undisclosed Ads" and "Disclosed Ads", Journal of the Korea Contents Association, Vol. 21, No. 10, pp. 172-183, 2021. https://doi.org/10.5392/JKCA.2021.21.10.172
  12. Ma Zhihao and Ge Jinping, Analysis of Japanese Animation's Overlaid Comment(danmu):A Perspective of Parasocial Interaction, Chinese Journal of Journalism & Communication, Vol. 36, No. 8, pp. 116-130, 2014.
  13. YAN HONG and SungBok Park, An Exploratory Study on The Effects of Using Digital Danmu on Users' Perceived Interactivity, Viewing Engagement And Viewing Satisfaction, Journal of Digital Contents Society, Vol. 21, No. 1, pp. 99-109, 2020. DOI: 10.9728/dcs.2020.21.1.99.
  14. IAB, U, The native advertising playbook, IAB, 2013.
  15. Bi, Xiaoyu and Ko, Hanjun, A Study on Advertising Effectiveness by Types of Native Advertising and Product : Focusing on China's Social Media, WeChat, Advertising Research, No. 132, pp. 69-96, 2022. DOI: 10.16914/kjapr.2022.24.4.485.
  16. Ji-young Ryu, A Study on the Factors Influencing YouTube Native Advertising Effect : Focusing on Viewing Motivation and Content Suitability of YouTube Influencers, Practical Science Forum of Advertising & Public Relations, Vol. 16, No. 2, pp. 76-105, 2023.
  17. Stoltman, J. J., Advertising effectiveness: The role of advertising schemas, Marketing Theory and Applications, Vol. 2, pp. 317-318, 1991.
  18. Halkias, G., Mental representation of brands: a schemabased approach to consumers' organization of market knowledge, Journal of Product & Brand Management, Vol. 2 4, No. 5, pp. 438-448, 2015. DOI: https://doi.org/10.1108/JPBM-02-2015-0818.
  19. Kim, Y. K., A Study on Nonverbal Communication in the Service Provider, Journal of Global Academy of Marketing Science, Vol. 15, No. 3, pp. 117-148, 2005. https://doi.org/10.1080/12297119.2005.9707496
  20. Bowlby, J., Attachment and loss. Vol. 2: Separation: anxiety and anger, New York: Basic Books, 1973.
  21. Fournier, S., Consumers and their brands: Developing relationship theory in consumer research, Journal of Consumer Research, Vol. 24, No. 4, pp. 343-373, 1998. DOI: https://doi.org/10.1086/209515.
  22. Park, C. W. and MacInnis, D. J., What's in and what's out: Questions on the boundaries of the attitude construct, Journal of Consumer Research, Vol. 33, No. 1, pp. 16-18, 2006. DOI: https://doi.org/10.1086/504122.
  23. Mikulincer, M. and Shaver, P. R., Attachment in adulthood: Structure, dynamics, and change, Guilford Press, 2007.
  24. Park, C. W., MacInnis, D. J., Priester, J., Eisingerich, A. B., and Iacobucci, D., Brand attachment and brand attitude strength: Conceptual and empirical differentiation of two critical brand equity drivers, Journal of Marketing, Vol. 74, No. 6, pp. 1-17, 2010. DOI: https://doi.org/10.1509/jmkg.74.6.1.
  25. Park, C. W., MacInnis, D. J., and Priester, J., Brand attachment: Constructs, consequences, and causes, Foundations and Trends in Marketing, Vol. 1, No. 3, pp. 191-230, 2008. https://doi.org/10.1561/1700000006
  26. Loureiro, S. M. C., Ruediger, K. H., and Demetris, V., Brand emotional connection and loyalty, Journal of Brand Management, Vol. 20, No. 1, pp. 13-27, 2012. DOI: https://doi.org/10.1057/bm.2012.3.
  27. Japutra, A., Ekinci, Y., and Simkin, L., Exploring brand attachment, its determinants and outcomes, Journal of Strategic Marketing, Vol. 22, No. 7, pp. 616-630, 2014. DOI: https://doi.org/10.1080/0965254X.2014.914062.
  28. Hyunju Lee, Gao Xianfeng, Quan Chengjun, and Gi-Du Kang, The Influences of Social Influencer's Characteristics on Fanship and Willingness to Pay : The Moderating Effect of Media Engagement and Mediating Effect of Product Involvement, Korean Jouranl of Business Administration, Vol. 33, No. 2, pp. 273-303, 2020. DOI: https://doi.org/10.18032/kaaba.2020.33.2.273.
  29. Lu Liu, Relationships Among Attachment to SNS Influencer, brand Trust, Content Immersion, and Product Purchase Intention, The Review of Business History, Vol. 37, No. 2, pp. 131-150, 2022. https://doi.org/10.22629/KABH.2022.37.2.006
  30. Abidin, C. and Ots, M., Influencers tell all, Unravelling Authenticity and Credibility in a Brand Scandal, pp. 153-161, 2016.
  31. De Veirman, M., Cauberghe, V., and Hudders, L., Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude, International Journal of Advertising, Vol. 36, No. 5, pp. 798-828, 2017. DOI: https://doi.org/10.1080/02650487.2017.1348035.
  32. Green, M.C. aand Brock, T. C., The role of transportation in the persuasiveness of public narratives, Journal of Personality and Social Psychology, Vol. 79, No. 5, pp. 701-721, 2000. https://doi.org/10.1037/0022-3514.79.5.701
  33. Green, M. C. and Brock, T. C., "In the mind's eye: Transportation-imagery model of narrative persuasion," in M. C. Green, J. J. Strange, & T. C. Brock (Eds.), Narrative impact: Social and cognitive foundations, pp. 315-341, Lawrence Erlbaum Associates Publishers, 2002.
  34. Gerrig, R. J., Experiencing narrative worlds: On the psychological activities of reading, Yale University Press, 1993.
  35. Nell, V., Lost in a book: The psychology of reading for pleasure, Yale University Press, 1988.
  36. Moonhee Yang., Parasocial Interaction and Viewing Satisfaction of Reality-based Program : Focused on the Influence of Both Wishful Identification and Transportation, Korean Journal of Communication Studies, Vol. 19, No. 2, pp. 61-85, 2011.
  37. Van Laer, T., de Ruyter, K., Visconti, L. M., and Wetzels, M., The extended transportation-imagery model: A meta-analysis of the antecedents and consequences of consumers' narrative transportation, Journal of Consumer Research, Vol. 40, No. 5, pp. 797-817, 2014. DOI: https://doi.org/10.1086/673383.
  38. Escalas, J. E., Narrative processing: Building consumer connections to brands, Journal of Consumer Psychology, Vol. 14, No. 1-2, pp. 168-180, 2004. DOI: https://doi.org/10.1207/s15327663jcp1401&2_19.
  39. Padgett, D. and Allen, D., Communicating experiences: A narrative approach to creating service brand image, Journal of advertising, Vol. 26, No. 4, pp. 49-62, 1997. DOI: https://doi.org/10.1080/00913367.1997.10673535.
  40. KAKA CHEN and Kim, Jung Kyu., Moderating Effect on Transportation Between Short Storytelling ad types and Message Sensation Value : Focusing on TikTok & Chinese consumers, The Journal of the Con vergence on Culture Technology (JCCT), Vol. 7, No. 4, pp. 659-665, 2021. DOI: https://doi.org/10.17703/JCCT.2021.7.4.659.
  41. Kim Han-joo, A Study on the Factors Affecting the SNS Advertising Attitude - Focus on Perceived Fit and Identification in SNS Advertising, Journal of Practical Research in Advertising and Public Relations, Vol. 6, No. 1, pp. 7-28, 2013.  https://doi.org/10.21331/JPRAPR.2013.6.1.001
  42. Kim, Sun-Jung and Lee, Keol-Jae, A study on the Influence of Brand Images, Consumer's Attitude, Repurchase and Recommendation Intention, FoodService Industry Journal, Vol. 13, No. 3, pp. 125-135, 2017. https://doi.org/10.22509/KFSA.2017.13.3.009
  43. Boulding, W., Kalra, A., Staelin, R., and Zeithaml, V. A., A dynamic process model of service quality: From expectations to behavioral intentions, Journal of Marketing Research, Vol. 30, No. 1, pp. 7-27, 1993. DOI: https://doi.org/10.1177/002224379303000102.
  44. Hyijae Song, Yuri Lee, and Ha Youn Kim, Influence of Information Source Characteristics of SNS on eWOM Acceptance of CSR Information and Attitudes to the Company, Journal of the Korean Society of Clothing and Textiles, Vol. 41, No. 5, pp. 809-824, 2017. DOI: https://doi.org/10.15444/GMC2016.04.02.04.
  45. Ajzen, I., The theory of planned behavior, Organizational Behavior and Human Decision processes, Vol. 50, No. 2, pp. 179-211, 1991. DOI: https://doi.org/10.1016/0749-5978(91)90020-T.
  46. Petty, R. E., Cacioppo, J. T., and Goldman, R., Personal involvement as a determinant of argument-based persuasion, Journal of Personality and Social Psychology, Vol. 41, No. 5, pp. 847, 1981. DOI: https://doi.org/10.1037/0022-3514.41.5.847.
  47. Mi-Hae Shin, Sang-Heon Oh, Dae-Yong Hwang, Su-Seok Seo, and Young-Chul Kim, Effect of SNS Characteristics on Consumer Satisfaction and Purchase Intention of Agri-food Contents, Jounal of the Korea Contents Aaaociation, Vol. 12, No. 11, pp. 358-367, 2012. DOI: https://doi.org/10.5392/JKCA.2012.12.11.358.
  48. Jooheon Kim and Cao Jing, Effects of Corporate Social Responsibility on Corporate Image and Purchase Intent: An Empirical Investigation of Korean Food Companies in China, International Business Review, Vol. 15, No. 3, pp. 1-23, 2011. DOI: https://doi.org/10.9799/ksfan.2014.27.5.859.
  49. Engel, J. F. and Blackwell., R. D., Consumer behavior. Hinsdale, IL: Drydem Press, 1982.
  50. Assael, H., Consumer Behaviour and Marketing Action, 5th edition, USA: South-Western College, 1995.
  51. Sang-Jun Jang, Effects of HMR Selection Attributes on Purchase Intention: Focused on Moderating Role of the Corporate Image, Culinary Science & Hospitality Research, Vol. 25, No. 8, pp. 1-9, 2019. DOI: 10.20878/cshr.2018.24.3.003.
  52. Engel, J. F., Blackwell, R. D., and Miniard, P. W., Consumer Behavior. 6th Editon, Hinsdale, IL: Dryden Press, 1990.
  53. Oh, Mi Hyeon and Kim, Il., The Effect of Consumer Attitude toward Fashion Products on SNS's Characteristics to Purchase Intention and On-line Word of Mouth, Journal of the Korean Society of Fashion Design, Vol. 14, No. 1, pp. 101-120, 2014.
  54. Jung, Su Hyun, Goo, Hye Kyoung, Kim, Jae Hwan, and Kim, Suk Yeon, The Effect of Attitude and loyalty on Consumption Values by the Firm types, Journal of Korea Service Management Society, Vol. 15, No. 5, pp. 255-276, 2014. https://doi.org/10.15706/JKSMS.2014.15.5.010
  55. Hair, J.F., Hult, G.T.M., Ringle, C., and Sarstedt, M, A pimer on partial least squares structural equation modeling (PLS-SEM), 2nd Ed., Thousand Oaks, CA: Sage Publications, 2017.
  56. Van Riel, A. C., Henseler, J., Kemeny, I., and Sasovova, Z., Estimating hierarchical constructs using consistent partial least squares: the case of second-order composites of common factors, Industrial Management & Data Systems, Vol. 117, No. 3, pp. 459-477, 2017. DOI: https://doi.org/10.1108/IMDS-07-2016-0286.
  57. Henseler, J., Ringle, C. M., and Sarstedt, M., A new criterion for assessing discriminant validity in variance-based structural equation modeling, Journal of the Academy of Marketing Science, Vol. 43, No. 1, pp. 115-135, 2015. DOI: https://doi.org/10.1007/s11747-014-0403-8.
  58. Gold, A. H., Malhotra, A., and Segars, A. H., Knowledge management: An organizational capabilities perspective, Journal of Management Information Systems, Vol. 18, No. 1, pp. 185-214, 2001. DOI: https://doi.org/10.1080/07421222.2001.11045669.
  59. Fornell, C. and Larcker, D. F., Evaluating structural equation models with unobservable variables and measurement error, Journal of Marketing Research, Vol. 18, No. 1, pp. 39-50, 1981. DOI: https://doi.org/10.1177/002224378101800104.
  60. Nunnally, J.C. and Bernstein, I.H., Psychometric Theory, 3rd ed., New York: McGraw-Hill, 1994.
  61. Sarstedt, M., Henseler, J., and Ringle, C. M., "Multigroup analysis in partial least squares (PLS) path modeling: Alternative methods and empirical results," in Measurement and research methods in international marketing, pp. 195-218, Emerald Group Publishing Limited, 2011.
  62. Henseler, J., Ringle, C. M., and Sinkovics, R. R., "The use of partial least squares path modeling in international marketing," in New challenges to international marketing, Emerald Group Publishing Limited, 2009.