Is a “6-second” advertisement reasonable? Acceptable mobile advertisement length for consumers

Kim, Woojae; Shin, Jungwoo; Cho, Youngsang

doi:10.1016/j.tele.2022.101875

Cited by 3 publications

(3 citation statements)

References 39 publications

Supporting

Mentioning

Contrasting

Order By: Relevance

“…In fact, viewers still accept ads interference while watching YouTuber channel videos, even when the ads are longer than five seconds in a non-skippable video, which exceeds the acceptable length (i.e. 4.94 s) reported by Kim et al (2022).…”

Section: Hypothesis Testing Resultsmentioning

confidence: 85%

“…Fourth, we discovered an absence of the effect of ads interference (H4) on perceived dissatisfaction, which aligns with the findings reported by Duff and Faber (2011), but contradicts the argument that disruption of an immersive experience may result in negative emotions and disappointment. Previous studies have indicated that reducing the length of ads leads to a larger market share (Shon et al ., 2021), and longer online ads reduce viewers' willingness for continuous viewing (Kim et al ., 2022). However, our research findings do not support these claims.…”

Section: Resultsmentioning

confidence: 99%

“…(2021) reported that reducing the length of online mobile ads produces greater market share. In examining the ad length deemed acceptable by consumers, Kim et al . (2022) reported that the appropriate length of one mobile advertisement is 4.94 s. This finding reveals that ads' features may produce varying degrees of satisfaction toward continuance or dissatisfaction toward discontinuance.…”

Section: Literature Reviewmentioning

confidence: 99%

See 2 more Smart Citations

Why dropping intention of attention to YouTuber channels?

Wu,

Kao,

Chen

2023

APJML

View full text Add to dashboard Cite

PurposeSocial participation and user-generated contents have engendered an era when “any receiver can be a provider.” Although studies have emphasized on increasing the number of subscribers conducive to platform success, the issue regarding why viewers drop their registered YouTuber channels has been less addressed. This article aims to present and empirically test a causal model to account for the pattern of discontinuous intention of attention to YouTuber channels.Design/methodology/approachInspired by the expectation–disconfirmation theory, the study proposes and examines a research model by using an empirical quantitative approach. The proposed model considers channel and YouTuber facets, as well as potential moderation effects of viewing seniority.FindingsAnalysis of a sample of 406 questionnaires revealed that ads interference is not a significant reason for discontinuation of viewing a channel, in contrast to insufficient playfulness and inconsistency. Regarding YouTubers’ features, both interaction inadequacy and negative self-disclosure are significant determinants of perceived dissatisfaction and discontinuation of viewing. The effects of determinants of discontinuity depend on viewers' seniorities, except for negative self-disclosure.Originality/valueWhile existing studies have focused mainly on revealing the determinants associated with the behavioral intention of viewing YouTuber channels to increase self-media performance, this research contributes insights into the literature investigating why existing viewers stop following a certain YouTuber channel. From a psychological perspective, this study demonstrates the value of modeling discontinuous behaviors toward YouTuber channels in the domain of social marketing.

show abstract

Section: Hypothesis Testing Resultsmentioning

confidence: 85%

Section: Resultsmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

See 1 more Smart Citation

Why dropping intention of attention to YouTuber channels?

Wu,

Kao,

Chen

2023

APJML

View full text Add to dashboard Cite

show abstract

Skippable or non-skippable? Pre-roll or mid-roll? Visual attention and effectiveness of in-stream ads

Frade

Oliveira

Giraldi

2022

International Journal of Advertising

View full text Add to dashboard Cite

Mobile advertising research: a comprehensive domain mapping analysis of 22 years (2001 – 2022)

Gera,

Batra,

Kumar

2023

GKMC

View full text Add to dashboard Cite

Purpose This paper aims to understand the scholarly contributions to mobile advertising by analyzing the publishing trend from 2001 to 2022 from the documents indexed in the Scopus database. Design/methodology/approach A total of 348 documents were selected for analysis published between 2001 and 2022. The garnered data was examined using a bibliometric domain mapping analysis technique using computer-aided software R and VOSviewer and manually exploring the articles. Findings The results of this study discover the most prolific authors in the mobile advertising domain and other seminal works carried out by productive researchers in the field of mobile advertising. The journals in which most instrumental research studies have been published are also identified. Moreover, the co-citation, bibliometric coupling and co-occurrence analysis of literature are also carried out to draw themes concerning mobile advertising research that have been identified and categorized. Research limitations/implications This research analyzed a singular, exclusive database, “Scopus,” which limited the sectoral scope of publications. Since the present research uses bibliometric analysis, these studies cannot conduct sentiment analysis of the chosen studies. Practical implications Marketing professionals looking after technological advancements may use this study to understand the broad scope of mobile advertising applicability across diverse domains and discuss the trade-offs that may address significant bottlenecks in mobile advertising applications. Originality/value To the best of the authors’ knowledge, this paper is one of the latest attempts in recent times to understand the research work in mobile advertising using a bibliometric domain analysis approach.

show abstract

Is a “6-second” advertisement reasonable? Acceptable mobile advertisement length for consumers

Cited by 3 publications

References 39 publications

Why dropping intention of attention to YouTuber channels?

Why dropping intention of attention to YouTuber channels?

Skippable or non-skippable? Pre-roll or mid-roll? Visual attention and effectiveness of in-stream ads

Mobile advertising research: a comprehensive domain mapping analysis of 22 years (2001 – 2022)

Contact Info

Product

Resources

About