KOREASCHOLAR

PERCEIVED ATTRACTIVENESS, EXPERTISE, AND ENTERTAINMENT EXPERIENCE OF ACCENTS IN YOUTUBE VIDEO ADVERTISEMENTS: A UNIVERSAL-DIVERSE ORIENTATION APPROACH

Emi Moriuchi
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/401935
Download
Global Marketing Conference
2020 Global Marketing Conference at Seoul (2020.11)
pp.1504-1505
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

The aim of this study is to investigate the positive impact of accented voice-over ads in the globalized consumer market and the factors that affect the purchasing intentions for the products being advertised. Two studies were conducted to examine the factors that affect consumers’ perceptions, attitude, and purchase intentions of the voiceovers in online advertisements.

Keyword
accentsVoice-over adsYouTubesocial mediaadvertisement
Table Content
ABSTRACT
INTRODUCTION
LITERATURE REVIEW
METHOD
RESULTS
DISCUSSION
Author
  • Emi Moriuchi(Rochester Institute of Technology)