User engagement with consumer technology video ads on YouTube: A study of content analysis and experiment

Telematics and Informatics Reports Pub Date : 2023-10-31 DOI:10.1016/j.teler.2023.100107

Ruoxu Wang, Jin Yang, Matthew Haught

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Abstract

This study examined the relationships between product type, creative strategy, music and user engagement with consumer technology video ads on YouTube using both content analysis and experiment. The content analysis study (n = 300) found smartphone, software, and IoT were positively associated with number of views whereas music was negatively associated with number of views. Smartphone was positively associated with number of likes whereas music was negatively associated with number of likes. Ego and smartphone were positively associated with number of dislikes whereas printer and sensory were negatively associated with number of dislikes. The subsequent 2 (Product Type: Smartphone vs. Software) x 2 (Music: Absence vs. Presence) x 2 (Ego: Absence vs. Presence) between subject experiment (n = 159) found smartphone ads received higher disliking intention compared with software ads. Ads use the ego strategy received higher user engagement compared with ads use the non-ego strategy. A two-way interaction effect of music and product type on liking intention was obtained. Theoretical and practical implications were discussed.

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YouTube上消费者技术视频广告的用户参与度:内容分析与实验研究

本研究采用内容分析和实验两种方法，考察了YouTube上消费科技视频广告的产品类型、创意策略、音乐和用户参与度之间的关系。内容分析研究(n = 300)发现智能手机、软件和物联网与观看次数呈正相关，而音乐与观看次数呈负相关。智能手机与点赞数量正相关，而音乐与点赞数量负相关。自我和智能手机与厌恶次数正相关，而打印机和感官与厌恶次数负相关。随后的2(产品类型:智能手机vs软件)x 2(音乐:缺席vs在场)x 2(自我:缺席vs在场)在受试者实验(n = 159)之间发现，与软件广告相比，智能手机广告获得了更高的不喜欢意愿。与使用非自我策略的广告相比，使用自我策略的广告获得了更高的用户参与度。音乐与产品类型对喜欢意向的双向交互效应。讨论了理论和实践意义。

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来源期刊

Telematics and Informatics Reports

CiteScore

1.90

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0.00%

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