Soundless Video Advertising and Purchase Decisions: An Experiment Study With and Without Sound
- 10.2991/assehr.k.210805.125How to use a DOI?
- Soundless Video Advertising, Purchase Decisions, Experimental Studies
The increasing intensity of social media use is greatly utilized by business actors to advertise their products through social media. But it is estimated that between 82% - 94% of social media users watch videos without using their voice. This can affect the effectiveness of advertising on purchasing decisions. This research was conducted with the aim of testing the results when the audience watched the video with sound or without sound on purchasing decisions, seeing if there were differences in the results of exposure to the video, and testing whether the long duration of the video without sound was more successful than the short duration. To investigate this, the researcher used an experimental quantitative approach with a 2x4 factorial design. 140 respondents were taken randomly according to the criteria, using random assignment techniques to determine the research group. The theory used in this research is soundless video advertising, information processing theory, and purchasing decisions. The results showed that in general, there was no difference in exposure to silent advertisements with sound advertisements (product advertisement, talent advertisement, and horror trailers), except for comedy trailers. Also, it can be seen that long duration of silent videos are more successful than short duration videos in purchasing decisions.
- © 2021, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Febby Permata Oktavia AU - Sudarto Sudarto AU - Rezi Erdiansyah PY - 2021 DA - 2021/08/08 TI - Soundless Video Advertising and Purchase Decisions: An Experiment Study With and Without Sound BT - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021) PB - Atlantis Press SP - 795 EP - 799 SN - 2352-5398 UR - https://doi.org/10.2991/assehr.k.210805.125 DO - 10.2991/assehr.k.210805.125 ID - Oktavia2021 ER -