VIDEO ADVERTISING FOR LUXURY BRANDS
- LanguageENG
- URLhttp://db.koreascholar.com/Article/Detail/315002
p.618
In recent years, online video advertising through social media has become a fast-growing tendency that will continue unabated. Online video advertising has become an important and influential tool in the hands of marketers and advertisers, who are spending on average over $10 million annually on digital video, representing an 85% increase from 2 years ago (IAB, 2016). Luxury brands frequently use lifestyle advertising to sell a certain lifestyle to consumers. However, it is the storytelling content that appears to become one of the marketing trends of 2016. This study aims to explore the impact of informativeness, entertainment, and credibility of storytelling and lifestyle video advertising on advertising value and consumer attitudes. To this end, we conducted online surveys with 300 respondents. Factor analysis, correlations, t-tests, and multiple regression analysis (SPSS 21.0) were performed to analyze the data. Our results demonstrate that the advertising value dimensions – informativeness, entertainment, and credibility ̶ have positive effects on advertising value, flow experience, and attitudes towards advertising. This, in turn, positively influences consumers’ purchase intentions. However, our results show that, as compared to lifestyle video advertising, storytelling video advertising has a more significant effect on advertising value. Taken together, the results of the present study provide a theoretical foundation for the real-life applications of storytelling and lifestyle video advertising. Our results also offer meaningful implications for marketers with regard to effective social media video advertising.