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The Role of Music and Length in Online Video Advertising Effects.

Record Type:	Electronic resources : Monograph/item
Title/Author:	The Role of Music and Length in Online Video Advertising Effects./
Author:	Cakir, Cansu.
Published:	Ann Arbor : ProQuest Dissertations & Theses, : 2020,
Description:	88 p.
Notes:	Source: Masters Abstracts International, Volume: 82-05.
Contained By:	Masters Abstracts International82-05.
Subject:	Mass communications. -
Online resource:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28154158
ISBN:	9798691217807

The Role of Music and Length in Online Video Advertising Effects.
Cakir, Cansu.

The Role of Music and Length in Online Video Advertising Effects. - Ann Arbor : ProQuest Dissertations & Theses, 2020 - 88 p.

Source: Masters Abstracts International, Volume: 82-05.

Thesis (M.Sc.)--Webster University, 2020.

This item must not be sold to any third party vendors.

The Internet is an attractive advertising platform allowing the marketers to reach millions of potential consumers using a myriad of advertising formats. One of the most prominent and effective advertising formats is video advertising. In-stream advertising on major video hosting services usually varies in its advertising message, sound, and length. The present thesis aims to investigate in detail the effects of advertising video length and presence (or absence) of music in the video on viewers' attitudes towards the advertising, engagement, entertainment, and purchase intention, as well as the relationships between the outcome variables. An online questionnaire was designed to experimentally test the link between the variables. A total sample of 210 people was exposed to video advertising of chocolate and the gathered data was used to estimate the outcome differences in experimental groups. Results suggested significant effects of various combinations of music and length in advertising videos on consumer attitudes and perceptions, and additionally, positive effects of attitudes and entertainment on engagement and purchase intentions. Managerial implications and further research directions are discussed.

ISBN: 9798691217807Subjects--Topical Terms:

3422380
Mass communications.
Subjects--Index Terms:

Advertising effects

The Role of Music and Length in Online Video Advertising Effects.
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100 1 $a Cakir, Cansu. $3 3687687
245 1 4 $a The Role of Music and Length in Online Video Advertising Effects.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2020
300 $a 88 p.
500 $a Source: Masters Abstracts International, Volume: 82-05.
500 $a Advisor: Madlberger, Maria.
502 $a Thesis (M.Sc.)--Webster University, 2020.
506 $a This item must not be sold to any third party vendors.
520 $a The Internet is an attractive advertising platform allowing the marketers to reach millions of potential consumers using a myriad of advertising formats. One of the most prominent and effective advertising formats is video advertising. In-stream advertising on major video hosting services usually varies in its advertising message, sound, and length. The present thesis aims to investigate in detail the effects of advertising video length and presence (or absence) of music in the video on viewers' attitudes towards the advertising, engagement, entertainment, and purchase intention, as well as the relationships between the outcome variables. An online questionnaire was designed to experimentally test the link between the variables. A total sample of 210 people was exposed to video advertising of chocolate and the gathered data was used to estimate the outcome differences in experimental groups. Results suggested significant effects of various combinations of music and length in advertising videos on consumer attitudes and perceptions, and additionally, positive effects of attitudes and entertainment on engagement and purchase intentions. Managerial implications and further research directions are discussed.
590 $a School code: 0813.
650 4 $a Mass communications. $3 3422380
653 $a Advertising effects
653 $a Online video advertising
653 $a Purchase intention
690 $a 0338
690 $a 0708
710 2 $a Webster University. $b Business. $3 3343417
773 0 $t Masters Abstracts International $g 82-05.
790 $a 0813
791 $a M.Sc.
792 $a 2020
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28154158