Traits of Branded Content Impacting Sharing Intention: Focusing on Perceived Pleasure’s Mediating Effect

Abstract

Changes in the media environment and the development of mobile technology nowadays have caused massive changes in the first half of the content industry. In addition, advertising content evolved from the method of delivering information about services and products unilaterally to consumers to the method of branded content, where consumers naturally see and enjoy content based on stories. This study proceeds to observe the mediating effect of perceived pleasure in the effect of the traits of branded content on sharing intention. A total of 147 male and female undergraduates' survey data was used for analysis and verified through SPSS process macro. The results verified that the perceived pleasure in relationships with sharing intention was in partial mediation with both traits of creativity and indirectness, including traits of empathy in branded content. This implies that it is necessary to show interest in the traits and perceived pleasure by users in sharing branded content. Thus, this study is meaningful in that it proposes useful implications for a company's strategy to utilize branded content along with its expansion of the research area.