| abstract |
| Background Smartphone-based SNS has emerged as a pivotal platform for brand construction, with video advertisements serving as a key marketing tool. Yet, our understanding of the elements that shape the impact of video advertisements remains incomplete. This study aims to fill this gap by providing foundational data for crafting effective advertising strategies. We do this by dissecting the effects of cognitive and behavioral elements in Gentle Monster’s video advertisements on consumer reactions, a crucial area that has not been extensively explored.
Methods A survey was conducted after 95 respondents watched Gentle Monster’s video advertising. The influence of cognitive and behavioral elements such as attention, comprehension, and trustworthiness on interest and emotional response was analyzed using Likert scale. SPSS statistical analysis used factor analysis, t-test, and regression analysis.
Result Significantly, among the cognitive elements, trustworthiness emerged as a major factor that influenced interest and emotional response. While attention and comprehension did not impact interest, attention did have a significant effect on emotional response. The behavioral factors, on the other hand, had a substantial effect on both interest and emotional responses. Importantly, the gender difference in perception was not statistically significant, further underscoring the robustness of the results.
Conclusion In video advertising, credibility positively affects consumer response, highlighting the importance of clear messaging. Attention influences emotional response and requires visual stimulation. While comprehension showed no significant effect, intuitive messaging can enhance information delivery. Behavioral elements connect responses to actions and should reflect this in planning. |
|
|
| Key Words |
| 인지적 요소, 행동적 요소, 소비자 반응, Cognitive Factors, Behavioral Factors, Consumer Responses |
|
|
|
 |
|
Full Text