| Abstract [eng] |
Supervisor – Doc. Elzė Rudienė Completed – 2023 in Vilnius Volume of work – 87 pages Number of tables in the work – 21 pcs. Number of figures in the work – 4 pcs. Number of literature and sources –107 items In today's dynamic advertising environment, the various formats of advertising have a significant impact on consumers intentions to purchase products. Companies are investing in and diversifying their advertising, but it is not always necessary to use all possible formats. Various studies have analysed advertising for hedonic and utilitarian products, but the results are contradictory due to the use of different models (variables and their relationship). On the basis of this information, the main focus of this Master's aim of this thesis is to determine which different sponsored content formats with the same message affect the intention to purchase hedonic product / utilitarian product. The main parts of the thesis are as follows: analysis of scientific literature, research methodology and results, conclusions and proposals. The research model is based on the elements of the Information Acceptance Model (IAM) and the key principles of these theories. A factorial experimental design is applied, consisting of 2 different formats for the hedonic product (sponsored article versus sponsored video) x 2 different formats for the utilitarian product (sponsored article versus sponsored video). After analysing the literature and assessing the importance of the storytelling tool in the creation of sponsored content, two stories were therefore created and told by nano-influencer in sponsored article and sponsored video formats. Two surveys were used, one A/B and one D/C, for the four questionnaires. A total of 304 respondents were included in this surveys. The results showed that for hedonic products, both the sponsored article and the sponsored video are effective in influencing purchase intention, although the acceptability of the information contained in the sponsored article is slightly higher. For utilitarian products, sponsored videos are more effective, as the perceived usefulness is better and the information is more favourably received. Despite the differences in formats, a common problem with both sponsored content formats, is that they are not widely trusted by respondents. |
