Let Users Generate Your Video Ads? The Impact of Video Source and Quality on Consumers’ Perceptions and Intended Behaviors

Hautz, Julia; Füller, Johann; Hutter, Katja; Thürridl, Carina

doi:10.1016/j.intmar.2013.06.003

Cited by 130 publications

(108 citation statements)

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“…The arrival of SNSs has challenged companies as sole creators of marketing messages (Hautz, et al, 2014) as the marketing messages are no longer exclusively generated by organizations but equally by users, highlighting the potential relative impact of UGC towards DI formation in a travel or tourism context (Munar, 2011). In an online context, information sources available to an audience can furthermore be divided into formal sources, for example, paid advertising (Frías, et al, 2011) and informal sources of information, such as friends, family and relatives (Beerli & Martin, 2004;Crompton, 1979).…”

Section: Users Generated Contents In Tourismmentioning

confidence: 99%

The Immediate Impact of Instagram Posts on Changing the Viewers’ Perceptions Towards Travel Destinations

2017

APJABSS

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This study aims to measure the immediate impact of User-Generated-Contents (UGC) in forms of Instagram images on changing the viewer's perceptions towards a travel destination.By using an experimental design and subsequent t-Test in SPSS, the viewers' perceptions of a destination (Lebanon) pre-and post-exposure to selected Instagram images were investigated.The findings show that Instagram posts were effective in changing the viewers' perceptions and it can influence viewers' ` behavioural intentions during the pre-visitation stage. The study discusses implications for the strategic place of UGC in promotional strategies for destinations by means of Instagram, but equally will assert -where appropriate -more general guidelines and areas for future research towards the use of other social media in this context. The research around destination image formation have been focusing on Destination -Marketing -Organization (DMO) marketing activities, therefore, this is one of the few studies that have addressed the impact of Instagram images on changing the viewers' perceptions towards travel destinations.

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Section: Users Generated Contents In Tourismmentioning

confidence: 99%

The Immediate Impact of Instagram Posts on Changing the Viewers’ Perceptions Towards Travel Destinations

2017

APJABSS

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“…Gen Y is known for their propensity to be heavy users of interactive digital media and devices such as SNS and mobile devices (Henrie and Taylor, 2009;Black, 2010;Shambare et al, 2012;Smith, 2012). Additionally, a number of studies have disclosed that students are the principal users of SNS (Pempek et al, 2009;Shields, 2011;Yang, 2012;Kim et al, 2013;Logan et al, 2013;), while other research used students to investigate SNS in terms of attitudes and/or advertising (Bayne, 2011;Chi, 2011;Chandra et al, 2012;Van Noort et al, 2012;Mir, 2013;Hautz et al, 2014). However, the researcher maintained that the sample should be selected from a wider research population group to provide a more comprehensive representation of Gen Y, rather than only using students in the study.…”

Section: Samplingmentioning

confidence: 99%

“…Lutz (1985) argued that gauging perceptions about consumers' attitudes is imperative, since they may have an influence on attention, and responses to advertisements. Much research has focused on the assessment of consumers' attitudes, perceptions and usage of the Internet (Schlosser and Shavitt, 1999;Yoon, 2002;Drèze and Hussherr, 2003;Forsythe et al, 2006;Yoo, 2008;Park and Lee, 2009;Kuisma et al, 2010;Punj, 2011); and in recent times, social media (Gensler et al, 2013;Malthouse et al, 2013;Peters et al, 2013;Weinberg et al, 2013;Hautz et al, 2014;Hollebeek et al, 2014;Labrecque, 2014). However, if the primary objective of advertising is to establish a positive attitude towards advertising, thereby increasing the intention-to-purchase, then a favorable emotional response to advertising is the best gauge of advertising effectiveness (Aaker and Stayman, 1990;Brown and Stayman, 1992).…”

Section: Introductionmentioning

confidence: 99%

Effect of Gen Y's Affective Attitudes Towards Facebook Marketing Communications in South Africa

Duffett

2015

E J Info Sys Dev Countries

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The ubiquitous role of technology in the lives of Generation (Gen) Y consumers is commonly recognized in scholarly circles, as well as the pervasive use of interactive and social media among younger consumers, which is significant for marketers from an advertising perspective. Widespread usage of social media such as Facebook is generating billions of dollars in advertising revenue, however, little is known about the attitudes of consumers towards advertising on this conduit in developing countries, especially in terms of the effect of various usage characteristics and demographic factors. This study investigates the influence of Facebook advertising on affective attitudes amongst Gen Y in South Africa (SA). The findings of the inquiry revealed a generally positive predisposition towards Facebook advertising vis‐à‐vis affective attitudes, which makes a noteworthy contribution to the limited social media research on hierarchy response theory in developing countries. This investigation should also assist companies and their brands to understand what makes Gen Y like and develop a preference for their products that are promoted on Facebook, as well as the impact of various usage and demographics variables, thereby abetting the development and implementation of more effective marketing communications on this vast digital interactive medium in South Africa.

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“…In addition, as a result of the studies carried out, photographs and videos seem to motivate consumers to purchase products (Hautz, Füller, Hutter, & Thürridl, 2014).…”

Section: Importance Of Visuality In Social Media Marketingmentioning

confidence: 99%

The Usage of Instagram as a Marketing Tool

Çelik¹

2017

JMC

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The developments in information and communication technologies everyday and the effects of globalization have led to many changes in most of the fields including marketing communications. Today, businesses are struggling to survive intensely, to be able to be heard in a global competitive environment, and to keep their market share to the forefront. In this sense, the businesses that have taken into consideration that the current developments have caused great changes in the consumers, also added social media which they use very intensely in order to reach the consumers in the period that the traditional methods have lost importance, to their marketing mix as an important brand communication medium. Social media makes it necessary to go out of tradition in marketing activities. In the social media economy, consumers are at the forefront, and the structures that carry on their activities in interaction with the consumer are gaining importance. Facebook, Twitter, and Youtube are among the most frequently used social networks in our country, but in recent times Instagram is another platform that has recently attracted the attention of companies. The study examined the comparison of traditional marketing and social media marketing.The study also examined the importance of using images and the usage of Instagram as a marketing tool. Keywords: social media, social network, marketing, Instagram IntroductionNowadays, in order to promote their products and services, the businesses have adopted the new marketing concept as well as the traditional marketing concept. In the age of internet and social media, they started to implement marketing strategies based on Internet and social media. With the rapid change in technology, the habits of social media users and, accordingly, the marketing methods of brands have changed at the same pace. Brands, in their social networks, concentrate on the posts that are visual based instead of writing based. Research and published reports show that digital marketers now attach value on social networks like Instagram, which are foreground with their visual content.Social media, which has become one of the primary Internet usage goals of individuals, has become an important channel for various businesses adopting a customer-focused approach. Social media, the most important channel for real-time marketing, is very effective in reaching the target group with special opportunities offered. Through social media, real-time relationships can be established in platforms frequently used by the brand's target mass, products, services and campaigns are promoted, and the direct communication is ensured. Brands initially started using Facebook to promote themselves through social media, and then they continued with Twitter. Instagram is one of the new forms of influencing the contemporary modern world culture through social media. Instagram is a social media tool that helps people express themselves and communicate using creative imagery. This application, which is for sharing photos and videos, reveal...

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Let Users Generate Your Video Ads? The Impact of Video Source and Quality on Consumers’ Perceptions and Intended Behaviors

Cited by 130 publications

References 76 publications

The Immediate Impact of Instagram Posts on Changing the Viewers’ Perceptions Towards Travel Destinations

The Immediate Impact of Instagram Posts on Changing the Viewers’ Perceptions Towards Travel Destinations

Effect of Gen Y's Affective Attitudes Towards Facebook Marketing Communications in South Africa

The Usage of Instagram as a Marketing Tool

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