IDEAS home Printed from https://ideas.repec.org/a/eee/jbrese/v151y2022icp232-243.html
   My bibliography  Save this article

The effect of emotion in thumbnails and titles of video clips on pre-roll advertising effectiveness

Author

Listed:
  • Li, Yiling
  • Kim, Hye-jin
  • Do, Boram
  • Choi, Jeonghye

Abstract

Despite the proliferation of pre-roll advertising, there is minimal research on the effects of surrounding elements of video clips – such as thumbnail images, title texts, and emoticons – on pre-roll advertising effectiveness. Drawing from emotion theories and dual coding theory, we propose that valence in thumbnail images and in title texts have different effects on pre-roll advertising effectiveness, and the effects are differently moderated by emoticons in video title texts. Analyses of behavioral data on video clips and pre-roll advertisement show that negative valence in thumbnail images has a negative effect on pre-roll advertising effectiveness whereas negative valence in title texts has a positive effect on pre-roll advertising effectiveness. We further find that emoticons moderate the effects of positive and negative valence in both thumbnail images and title texts. Our findings make theoretical contributions, and provide practical insights for advertisers, video clip providers, and online video platform managers.

Suggested Citation

  • Li, Yiling & Kim, Hye-jin & Do, Boram & Choi, Jeonghye, 2022. "The effect of emotion in thumbnails and titles of video clips on pre-roll advertising effectiveness," Journal of Business Research, Elsevier, vol. 151(C), pages 232-243.
    • Handle: RePEc:eee:jbrese:v:151:y:2022:i:c:p:232-243
    DOI: 10.1016/j.jbusres.2022.06.051
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0148296322005938
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jbusres.2022.06.051?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Artem Timoshenko & John R. Hauser, 2019. "Identifying Customer Needs from User-Generated Content," Marketing Science, INFORMS, vol. 38(1), pages 1-20, January.
    2. Kim, Mingyung & Kim, Jeeyeon & Choi, Jeonghye & Trivedi, Minakshi, 2017. "Mobile Shopping Through Applications: Understanding Application Possession and Mobile Purchase," Journal of Interactive Marketing, Elsevier, vol. 39(C), pages 55-68.
    3. McShane, Lindsay & Pancer, Ethan & Poole, Maxwell & Deng, Qi, 2021. "Emoji, Playfulness, and Brand Engagement on Twitter," Journal of Interactive Marketing, Elsevier, vol. 53(C), pages 96-110.
    4. Eunju Ko & Eunha Chun & Sangah Song & Pekka Mattila, 2015. "Exploring SNS as a consumer tool for retail therapy: explicating semantic networks of "shopping makes me happy (unhappy)" as a new product development method," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 25(1), pages 37-48, January.
    5. V. Kumar & Mani Vannan, 2021. "It takes two to tango: Statistical modeling and machine learning," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 31(3), pages 296-317, July.
    6. Christine Bauer & Christine Strauss, 2016. "Location-based advertising on mobile devices," Management Review Quarterly, Springer, vol. 66(3), pages 159-194, June.
    7. Bellman, Steven & Beal, Virginia & Wooley, Brooke & Varan, Duane, 2020. "Viewing time as a cross-media metric: Comparing viewing time for video advertising on television and online," Journal of Business Research, Elsevier, vol. 120(C), pages 103-113.
    8. Belanche, Daniel & Flavián, Carlos & Pérez-Rueda, Alfredo, 2017. "Understanding Interactive Online Advertising: Congruence and Product Involvement in Highly and Lowly Arousing, Skippable Video Ads," Journal of Interactive Marketing, Elsevier, vol. 37(C), pages 75-88.
    9. Kahn, Barbara E & Isen, Alice M, 1993. "The Influence of Positive Affect on Variety Seeking among Safe, Enjoyable Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(2), pages 257-270, September.
    10. Steven D. Levitt & John A. List, 2007. "What Do Laboratory Experiments Measuring Social Preferences Reveal About the Real World?," Journal of Economic Perspectives, American Economic Association, vol. 21(2), pages 153-174, Spring.
    11. Kim, Jikyung (Jeanne) & Dong, Hang & Choi, Jeonghye & Chang, Sue Ryung, 2022. "Sentiment change and negative herding: Evidence from microblogging and news," Journal of Business Research, Elsevier, vol. 142(C), pages 364-376.
    12. Howard, Daniel J & Gengler, Charles, 2001. "Emotional Contagion Effects on Product Attitudes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 28(2), pages 189-201, September.
    13. Sang-Hyeak Yoon & Hee-Woong Kim, 2019. "What content and context factors lead to selection of a video clip? The heuristic route perspective," Electronic Commerce Research, Springer, vol. 19(3), pages 603-627, September.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Eran Rubin & Amir Rubin, 2021. "On the economic effects of the text completion interface: empirical analysis of financial markets," Electronic Markets, Springer;IIM University of St. Gallen, vol. 31(3), pages 717-735, September.
    2. Mulcahy, Rory Francis & Riedel, Aimee S., 2020. "‘Touch it, swipe it, shake it’: Does the emergence of haptic touch in mobile retailing advertising improve its effectiveness?," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    3. Jifeng Mu & Jonathan Z. Zhang, 2021. "Seller marketing capability, brand reputation, and consumer journeys on e-commerce platforms," Journal of the Academy of Marketing Science, Springer, vol. 49(5), pages 994-1020, September.
    4. Sławomir Czarniewski, 2014. "Communicating Customer Value Based on Modern Technologies," Central European Business Review, Prague University of Economics and Business, vol. 2014(2), pages 36-43.
    5. Ruomeng Cui & Dennis J. Zhang & Achal Bassamboo, 2019. "Learning from Inventory Availability Information: Evidence from Field Experiments on Amazon," Management Science, INFORMS, vol. 65(3), pages 1216-1235, March.
    6. Chavez, Daniel E. & Palma, Marco A. & Nayga, Rodolfo M. & Mjelde, James W., 2020. "Product availability in discrete choice experiments with private goods," Journal of choice modelling, Elsevier, vol. 36(C).
    7. Lechthaler, Wolfgang & Ring, Patrick, 2021. "Labor force participation, job search effort and unemployment insurance in the laboratory," Journal of Economic Behavior & Organization, Elsevier, vol. 189(C), pages 748-778.
    8. Emin Karagözoğlu & Elif Tosun, 2022. "Endogenous Game Choice and Giving Behavior in Distribution Games," Games, MDPI, vol. 13(6), pages 1-32, November.
    9. Lacetera, Nicola & Macis, Mario, 2008. "Motivating Altruism: A Field Study," IZA Discussion Papers 3770, Institute of Labor Economics (IZA).
    10. Alpízar, Francisco & Martinsson, Peter, 2010. "Don’t Tell Me What to Do, Tell Me Who to Follow! - Field Experiment Evidence on Voluntary Donations," Working Papers in Economics 452, University of Gothenburg, Department of Economics.
    11. Lackner, Mario & Sonnabend, Hendrik, 2021. "Coping with advantageous inequity—Field evidence from professional penalty kicking," Journal of Behavioral and Experimental Economics (formerly The Journal of Socio-Economics), Elsevier, vol. 91(C).
    12. Ivan Hilliard, 2013. "Responsible Management, Incentive Systems, and Productivity," Journal of Business Ethics, Springer, vol. 118(2), pages 365-377, December.
    13. John A. List, 2024. "Optimally generate policy-based evidence before scaling," Nature, Nature, vol. 626(7999), pages 491-499, February.
    14. Omar Al-Ubaydli & John A. List, 2019. "How natural field experiments have enhanced our understanding of unemployment," Nature Human Behaviour, Nature, vol. 3(1), pages 33-39, January.
    15. Boto-García, David & Mariel, Petr & Baños-Pino, José Francisco, 2023. "Intra-household bargaining for a joint vacation," Journal of choice modelling, Elsevier, vol. 47(C).
    16. Victor Iajya & Nicola Lacetera & Mario Macis & Robert Slonim, 2012. "The Effects of Information, Social and Economic Incentives on Voluntary Undirected Blood Donations: Evidence from a Randomized Controlled Trial in Argentina," NBER Working Papers 18630, National Bureau of Economic Research, Inc.
    17. Ayelet Gneezy & Alex Imas & Amber Brown & Leif D. Nelson & Michael I. Norton, 2012. "Paying to Be Nice: Consistency and Costly Prosocial Behavior," Management Science, INFORMS, vol. 58(1), pages 179-187, January.
    18. Takeshi Aida, 2019. "Social capital as an instrument for common pool resource management: a case study of irrigation management in Sri Lanka," Oxford Economic Papers, Oxford University Press, vol. 71(4), pages 952-978.
    19. Baxendale, Shane & Macdonald, Emma K. & Wilson, Hugh N., 2015. "The Impact of Different Touchpoints on Brand Consideration," Journal of Retailing, Elsevier, vol. 91(2), pages 235-253.
    20. Bouma, J.A. & Nguyen, Binh & van der Heijden, Eline & Dijk, J.J., 2018. "Analysing Group Contract Design Using a Lab and a Lab-in-the-Field Threshold Public Good Experiment," Discussion Paper 2018-049, Tilburg University, Center for Economic Research.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jbrese:v:151:y:2022:i:c:p:232-243. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.elsevier.com/locate/jbusres .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.