Essays about: "Online video advertising"

Showing result 1 - 5 of 23 essays containing the words Online video advertising.

  1. 1. An analysis of how video advertising factors influence consumers' impulse purchase intentions — In the context of short-form video

    University essay from Lunds universitet/Företagsekonomiska institutionen

    Author : Huihao Lu; Yating Zheng; [2023]
    Keywords : Short-form video advertising; impulsive purchase intention; emotional response; Business and Economics;

    Abstract : Online shopping is gradually becoming a daily behavior in people's lives, and advertising marketing methods based on short videos are also playing an increasingly important role in this trend. Different from pictures and texts, it combines sound and picture, is easy to spread, and contains a lot of information, which conforms to people's habit of using fragmented information. READ MORE

  3. 2. AI Second that Emotion - Using Natural Language Processing to Study the Impact of Non-Stereotyped Video Advertising on Consumers’ Emotions & Online Consumer Engagement

    University essay from Göteborgs universitet/Graduate School

    Author : Amanda Hassel; Linnea Jonsson; Johan Strömfeldt; [2022-08-04]
    Keywords : Stereotype; Video Advertisement; Emotions; Online Consumer Engagement; Natural Language Processing NLP ; Artificial Intelligence AI ; Machine Learning; Bidirectional Encoder Representation from Transformers BERT ; Transformer Models;

    Abstract : This paper aims to provide a deeper understanding of the emotional and online engagement behavioral responses to non-stereotyped gender role depictions in video advertisements. The consumer response to two video ads that portray non-stereotyped gender roles by the well-known brands Gillette and Always was analyzed. READ MORE

  4. 3. Generation Z users' attitudes towards online video advertising : Youtube video platform

    University essay from Jönköping University/JTH, Avdelningen för datateknik och informatik

    Author : Shichen Ji; Shiyi Feng; Mingshun Xie; [2022]
    Keywords : Informatics; User experience; Online video advertising; Generation Z; YouTube; Customer Perceived Value;

    Abstract : Generation Z has been in a high-pressure environment for a long time, whether studying or working, and everyone is in a fast-paced attitude of life. The online world, especially video software, is very popular among the Generation Z crowd because these video software can provide fast, convenient, and decompressed content. READ MORE

  5. 4. Luxury fashion and nostalgia : A study from a marketing perspective

    University essay from Högskolan i Borås/Akademin för textil, teknik och ekonomi

    Author : Malin Tasapuro; Pontus Johansson; [2022]
    Keywords : luxury fashion; branding; nostalgia; marketing; symbolic meaning;

    Abstract : Using a qualitative semiotic analysis and a quantitative netnographic approach, this mixed method study seeks to examine the use of nostalgic marketing within the field of luxury fashion advertising. The focal point of the study focused on material from online video content posted by four European luxury fashion brands between the years 2020 and 2022, as well as commentary feedback from their followers on social media platforms Instagram and Youtube. READ MORE

  6. 5. “Yebo Gogo, it’s time to braai Mzansi!” Code-Switching, Borrowing, Prestige, Slang, and Persuasion in the Digital Marketing Industry of South Africa

    University essay from

    Author : Daniel Neate; [2022]
    Keywords : Advertising; code-switching; borrowing; slang marketing; covert or overt prestige;

    Abstract : This paper will analyse code-switching, borrowing, slang, and covert or overt prestige in online and television media. The days of OOH (Out Of Home) advertising are becoming obsolete and moving toward a digital age. READ MORE