Consumer Attitudes Towards Online Social Media Video Advertisements
Peo, Samnap (2023)
2023
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2023121136236
https://urn.fi/URN:NBN:fi:amk-2023121136236
Tiivistelmä
In today’s digital online environment, social media has greatly influenced consumer purchasing habits leading them to spend more than they otherwise would despite record high inflation during the pandemic. Younger generations are more likely to purchase items they see advertised online, and stocks of websites and services that allow businesses to open online stores such as Shopify have increased dramatically.
This is a research-based thesis that examines the attitudes consumers have towards the practices businesses and influencers have while conducting in-stream ads, such as the ones commonly seen playing before or during a video on social media, and scripted-sponsored advertising segments, where an influencer or business have made a deal for the influencer to represent the brand through public endorsement. A survey and interviews were conducted to see which factors consumers care about the most, and which should be prioritized by businesses.
The theoretical framework explores the objective of online video advertisements, and the effects of it has one consumer purchasing behaviour, the different types of online video advertisements, and examines them under the context of the social media marketing cycle.
In conclusion, factors of price, product description, trustworthiness of a platform, and safety and security were the most important to consumers when making their purchasing decisions and should be prioritise by companies when communicating their product. The most cited reason why consumers purchased a product is because it was a solution to a pre-existing problem. Therefore, solution-based products and services should use algorithmic ad services. Irrelevant products or services that are advertised too often can cause resentment in consumers, which results in them actively avoiding a specific brand. Consumers also state they put small to moderate amounts of trust in influencers, but more trust if they have expertise in that topic.
This is a research-based thesis that examines the attitudes consumers have towards the practices businesses and influencers have while conducting in-stream ads, such as the ones commonly seen playing before or during a video on social media, and scripted-sponsored advertising segments, where an influencer or business have made a deal for the influencer to represent the brand through public endorsement. A survey and interviews were conducted to see which factors consumers care about the most, and which should be prioritized by businesses.
The theoretical framework explores the objective of online video advertisements, and the effects of it has one consumer purchasing behaviour, the different types of online video advertisements, and examines them under the context of the social media marketing cycle.
In conclusion, factors of price, product description, trustworthiness of a platform, and safety and security were the most important to consumers when making their purchasing decisions and should be prioritise by companies when communicating their product. The most cited reason why consumers purchased a product is because it was a solution to a pre-existing problem. Therefore, solution-based products and services should use algorithmic ad services. Irrelevant products or services that are advertised too often can cause resentment in consumers, which results in them actively avoiding a specific brand. Consumers also state they put small to moderate amounts of trust in influencers, but more trust if they have expertise in that topic.