| Title |
The impact of video billboard plot structure on social media on intention to buy x product / |
| Translation of Title |
Vaizdo skelbimų lentos siužeto struktūros socialinėje žiniasklaidoje įtaka ketinimui įsigyti X produktą. |
| Authors |
Mohammad Arif, Nasib |
| Full Text |
|
| Pages |
72 |
| Keywords [eng] |
Video Billboard Advertising, Consumer Behavior, Emotional Engagement, Perceived Usefulness, Cultural Sensitivity. |
| Abstract [eng] |
In this thesis, the effect of Video Billboard plot on social media and their effects on consumer Social Media visit intention is examined. This study aims to focus on the assessment of some parameters including feelings about a video advert, perceived relevance of a video advert, and cultural interrelation while touching on the consumer responses peculiar to video adverts. The current research draws on previous behavioural theories like the TPB and the AIDA model in order to discover how want appeal and video content organization chose and act: from visits to company Social Medias to making buys. Entailing a quantitative research design, the research collects data from a sample of social media user’s particularly video advertisement users. Scientific methods such as regression and correlation are used in identifying the relationship between the level of emotional engagement, perceived usefulness and consumer behaviour. The findings further notes that even if emotional engagement grabs the interest of consumers then it does not necessarily translate into concrete consumer actions like visiting one’s Social Media. It also looks at how cultural sensitivity helps in increasing perceived engagement and concludes that content relevance and clarity probably have a stronger effect on behavioural change (Significance). |
| Dissertation Institution |
Vilniaus universitetas. |
| Type |
Master thesis |
| Language |
English |
| Publication date |
2025 |
