Sökning: "Online video advertising"

Visar resultat 1 - 5 av 28 uppsatser innehållade orden Online video advertising.

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

   Magister-uppsats, Lunds universitet/Företagsekonomiska institutionen

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

   Sammanfattning : 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. LÄS MER

3. 2. Advergames : En studie om hur ett spelifierat reklamformatfungerar på en social plattform med inriktning på videoklipp

   Kandidat-uppsats, Malmö universitet/Institutionen för datavetenskap och medieteknik (DVMT)

   Författare :Matilda Nimvik; Alice Duncalf; [2023]
   Nyckelord :Gamification; Advergames; Prototype; Online Advertisement; Persuasive Games; Flow; Design Science; Spelifiering; Advergame; Prototyp; Reklam Online; Persuasiva Spel; Flow; Designvetenskap;

   Sammanfattning : Studien diskuterar hur spelifierad reklam, ett så kallat advergame som kombinerar spel ochreklam, kan påverka användarnas engagemang på en plattform såsom Youtube. En prototypskapades med målet att illustrera hur spelifierad reklam på en videoplattform kan se ut. LÄS MER

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

   Master-uppsats, Göteborgs universitet/Graduate School

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

   Sammanfattning : 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. LÄS MER

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

   Kandidat-uppsats, Jönköping University/JTH, Avdelningen för datateknik och informatik

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

   Sammanfattning : 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. LÄS MER

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

   Master-uppsats, Högskolan i Borås/Akademin för textil, teknik och ekonomi

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

   Sammanfattning : 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. LÄS MER