The Impact of Advertising Creative Strategy on Advertising Elasticity

Dall’Olio, Filippo; Vakratsas, Demetrios

doi:10.1177/00222429221074960

Cited by 16 publications

(7 citation statements)

References 87 publications

(135 reference statements)

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“…Second, we organized the research framework based on previous research (Dall'Olio and Vakratsas, 2023), namely, following the paths of content and execution. In our research, content focuses on the independent variables of information relevance and emotionality, and execution focuses on content matching and storytelling.…”

Section: Discussionmentioning

confidence: 99%

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Short video marketing: what, when and how short-branded videos facilitate consumer engagement

Dong

Liu

et al. 2023

INTR

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PurposeThis study explores whether and how four main factors of short-branded video content (content matching, information relevance, storytelling and emotionality) facilitate consumer engagement (likes, comments and shares), as well as the moderating effect of the release time (morning, afternoon and evening) in such relationships.Design/methodology/approachThis study uses Python to write programs to crawl relevant data information, such as consumer engagement and short video release time. It combines coding methods to empirically analyze the impact of short-branded video content characteristics on consumer engagement. A total of 10,240 Weibo short videos (total duration: 238.645 h) from 122 well-known brands are utilized as research objects.FindingsEmpirical results show that the content characteristics of short videos significantly affected consumer engagement. Furthermore, the release time of videos significantly moderated the relationship between the emotionality of short videos and consumer engagement. Content released in the morning enhanced the positive impact of warmth, excitement and joy on consumer engagement, compared to that released in the afternoon.Practical implicationsThe findings provide new insights for the dissemination of products and brand culture through short videos. The authors suggest that enterprises that use brand videos consider content matching, information relevance, storytelling and emotionality in their design.Originality/valueFrom a broader perspective, this study constructs a new method for comprehensively evaluating short-branded video content, based on four dimensions (content matching, information relevance, storytelling and emotionality) and explores the value of these dimensions for creating social media marketing success, such as via consumer engagement.

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Section: Discussionmentioning

confidence: 99%

“…Finally, consistent with previous research (Dall'Olio and Vakratsas, 2023), we considered the characteristics of a short-branded video from the perspective of its content and execution. Content represents what is communicated in an ad, and execution represents how content is communicated.…”

Section: Literature Reviewmentioning

confidence: 96%

Short video marketing: what, when and how short-branded videos facilitate consumer engagement

Dong

Liu

et al. 2023

INTR

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“…Content coding is a common content analysis method used in advertising research to evaluate how advertising features affect advertising effectiveness (e.g. Dall’Olio and Vakratsas, 2022; Tellis et al , 2019). Recently, it has also been adapted in influencer marketing research to explore the effects of influencers’ post content on digital engagement (e.g.…”

Section: Methodsmentioning

confidence: 99%

The effect of sponsored video customization on video shares: the critical moderating role of influencer and brand characteristics

Chen,

Pan

2024

EJM

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Purpose This study aims to empirically test how sponsored video customization (i.e. the degree to which a sponsored video is customized for a sponsoring brand) affects video shares differently depending on influencer characteristics (i.e. mega influencer and expert influencer) and brand characteristics (i.e. brand establishment and product involvement). Design/methodology/approach This study uses a unique real-world data set that combines coded variables (e.g. customization) and objective video performance (e.g. sharing) of 365 sponsored videos to test the hypotheses. A negative binomial model is used to analyze the data set. Findings This study finds that the effect of video customization on video shares varies across contexts. Video customization positively affects shares if they are made for well-established brands and high-involvement products but negatively influences shares if they are produced by mega and expert influencers. Research limitations/implications This study extends the influencer marketing literature by focusing on a new media modality – sponsored video. Drawing on the multiple inference model and the persuasion knowledge theory, this study teases out different conditions under which video customization is more or less likely to foster audience engagement, which both influencers and brands care about. The chosen research setting may limit the generalizability of the findings of this study. Practical implications The findings suggest that mega and expert influencers need to consider if their endorsement would backfire on a highly customized video. Brands that aim to engage customers with highly-customized videos should gauge their decision by taking into consideration their years of establishment and product involvement. For video-sharing platforms, especially those that are planning to expand their businesses to include “matching-making services” for brands and influencers, the findings provide theory-based guidance on optimizing such matches. Originality/value This paper fulfills an urgent research need to study how brands and influencers should produce sponsored videos to achieve optimal outcomes.

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“…Advertising creativity theory has been widely applied in the marketing literature (Dall'Olio and Vakratsas 2023;Modig et al 2014;Stathopoulou et al 2017;Vakratsas and Wang 2021;Yang and Smith 2009). The criteria of originality and appropriateness are common to creativity definitions in marketing (Rosengren et al 2020).…”

Section: Modeling the Trade-off Between Narrative And Analytical Proc...mentioning

confidence: 99%

Divergent Versus Relevant Ads: How Creative Ads Affect Purchase Intention for New Products

Jiang¹,

Messinger²,

Liu³

et al. 2023

Journal of Marketing Research

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Creative ads are applied widely in new product marketing. The present research explores the impact of creative ads (divergent vs. relevant ads) on purchase intention for really new products (RNPs) and incrementally new products (INPs). A series of studies conclude that (a) divergent ads are more effective for promoting INPs; (b) relevant ads are more effective for promoting RNPs; (c) self-referencing mediates the joint effect of creative ads and product newness on purchase intention; and (d) there is an inverted-U-shaped relationship between self-referencing and purchase intention for new products. Theoretically, we argue that a moderate amount of self-referencing is particularly desirable – a “Goldilocks region” that produces an optimal level of persuasion. Managerially, we provide guidance to creative ad managers to help reach the “Goldilocks region” when advertising new products.

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The Impact of Advertising Creative Strategy on Advertising Elasticity

Cited by 16 publications

References 87 publications

Short video marketing: what, when and how short-branded videos facilitate consumer engagement

Short video marketing: what, when and how short-branded videos facilitate consumer engagement

The effect of sponsored video customization on video shares: the critical moderating role of influencer and brand characteristics

Divergent Versus Relevant Ads: How Creative Ads Affect Purchase Intention for New Products

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