Title: Wooing the consumer in a six-second commercial! Measuring the efficacy of bumper advertisements on YouTube

Authors: Jay P. Trivedi; Siddharth Deshmukh; Amit Kishore

Addresses: MICA, Telav-Ghuma Rd, Shela, Gujarat 382210, India ' MICA, Telav-Ghuma Rd, Shela, Gujarat 382210, India ' MICA, Telav-Ghuma Rd, Shela, Gujarat 382210, India

Abstract: Consumption of video content is rising as internet data becomes more affordable. Online video sharing companies like YouTube are trying to leverage the power of short storytelling by offering non-skippable six-second advertisements (bumper ads) on its platform. This paper identifies the type of bumper ads, which lead to higher message involvement among the consumers, leading to attitude towards the brand and further purchase intentions. The study was conducted using the survey method. Data were collected from 287 respondents. The results established informative bumper ads to be the most involving. Further, the mediating role of involvement and attitude was empirically validated.

Keywords: bumper ads; YouTube; message process involvement; MPI; attitude towards the brand; AB; purchase intentions; PI.

DOI: 10.1504/IJEMR.2020.108131

International Journal of Electronic Marketing and Retailing, 2020 Vol.11 No.3, pp.307 - 322

Received: 28 Apr 2018
Accepted: 08 Nov 2018

Published online: 29 Apr 2020 *

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