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Title:
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COMMENTING, LIKING, SHARING: DRIVERS OF INTENTION TO PROVIDE USER RESPONSE TO VIDEO ADVERTISEMENTS IN SOCIAL MEDIA |
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Author(s):
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Maria Madlberger and Mauro Ortiz Bustamante |
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ISBN:
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978-989-8533-82-1 |
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Editors:
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Pedro Isaías and Hans Weghorn |
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Year:
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2018 |
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Edition:
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Single |
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Keywords:
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Social Media, Video Advertising, User Responses, Engagement |
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Type:
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Full Paper |
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First Page:
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43 |
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Last Page:
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50 |
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Language:
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English |
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Cover:
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Full Contents:
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click to dowload 
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Paper Abstract:
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Video content has become a popular way of advertising on social media as a means of communication via earned media. The effectiveness of such commercial content is not only related to users own perceptions, but also their provision of user response in the form of commenting, sharing, or liking the ad. The study draws on the notion of engagement as a driver of motivational experiences that finally trigger attitudes and behavioral intention. The research model empirically tests the impact of experiences with a video advertisement absorption, credibility, perceived length, and perceived usefulness, mediated through attitude towards user response intention. The findings support the majority of the hypothesized impacts, except for credibility. The study contributes to a better understanding of drivers of user response provision as well as the role of motivation and experiences in video advertising on social media. |
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