Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Influence of Advertising Attributes and Engagement on the Advertising Effectiveness of Fashion Video Ads

패션 동영상 광고속성과 인게이지먼트가 광고효과에 미치는 영향

  • Sung, Heewon (Dept. of Clothing & Textiles, Gyeongsang National University) ;
  • Kim, Eun Young (Dept. of Clothing & Textiles, Chungbuk National University)
  • 성희원 (경상국립대학교 의류학과) ;
  • 김은영 (충북대학교 의류학과)
  • Received : 2021.07.01
  • Accepted : 2021.10.20
  • Published : 2022.02.28
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Abstract

This study aimed to examine the effect of ad attributes on engagement, the mediating effect of engagement on the relationship between ad attributes and advertising effectiveness (attitudes toward ads, continuous intention to search, and e-WOM intention), and the differences in advertising effectiveness at different levels (low vs. high) of curiosity toward fashion video ads in the online context. For this purpose, a total of 408 responses were collected from consumers who were aged 20-40 years and had viewed fashion video ads via PC/mobile channels in the preceding six months. The results showed that three advertising attributes, namely informativeness, entertainment, and personalization, were significant predictors of engagement. Additionally, engagement had a significant mediating effect on the relationship between entertainment and ad effectiveness. Moreover, both informativeness and entertainment had a significant direct effect on the behavioral intention to search and engage in e-WOM. At the high-curiosity level, engagement had a significant influence on ad attitudes and e-WOM intention. In contrast, at the low-curiosity level, entertainment had a significant influence on e-WOM intention and continuous intention to search. These findings are meaningful in that they extend the advertising attitude model to fashion video ads in the online context.

Keywords

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