| Summary: | 碩士 === 國立彰化師範大學 === 企業管理學系 === 106 === Due to the popularity of smart products, people often indulge in the use or viewing of social media. More and more people share their favorite video advertisements on social media and continue to forward them through social media. The advertisement that could only be watched by media such as television now can be quickly and widely spread to all users. Good advertisements are widely known through viral marketing methods, indirectly affecting brand image and increasing brand awareness. This fast-selling word-of-mouth marketing approach will be the most effective for video advertising. Therefore, this study believes that online video advertising will be the mainstream of the future, and it is worthy of study.
The purpose of this study is to explore if the different commercial appeals (emotional / rational) rise emotions, which will influence viewers’ brand attitude and the intention of sharing on social media. The study specializes on people who have experience watching mobile video advertising and sharing it on social media. The participants need to watch two advertisements before answering the questionnaires. This study has collected 302 valid online questionnaires.
The result of advertisement 1 is: emotional ad has positive effect on pleasure and arousal emotion. Rational ad has positive effect on arousal and dominance emotion. Arousal emotion affects brand attitude and sharing intention on social media in a positive way. Dominance emotion affects positively on behavior.
In terms of advertisement 2, emotional ad affects pleasure and arousal emotion on a positive way. Rational ad has positive effect on pleasure emotion. Arousal emotion affect positively on brand and behavior. Dominance emotion affects positively on behavior. As a comparison of internal control personality traits, both in advertisement 1 and 2 have caused arousal emotions. When viewers generate arousal emotions, they will have a positive impression of the advertising brand and are more willing to sharing and commenting on social media.
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