Research on the Influence of Online Video Bullet-screen Advertising Marketing on Consumers' Purchasing Intention
- DOI
- 10.2991/icsshe-19.2019.193How to use a DOI?
- Keywords
- Network Video Platform, Bullet-Screen Advertising, Brand Attitude, Purchase Intention
- Abstract
With the development of science and technology, the world has entered a new information age. The novel marketing method of network advertising makes traditional advertising more and more marginalized. Bullet screen advertising undoubtedly makes this Internet age a representative advertising marketing model. It has the characteristics of wide advertising coverage, strong pertinence, good concealment and considerable effect. This paper takes video apps of various online bullet screens as research objects to study the influence of launching bullet screen advertisements on the online video platform on audience buying intention. This paper mainly analyzes the factors influencing consumers' acceptance of brand in bullet screen advertising, and establishes the relationship model of three dimensions of bullet screen advertising marketing, consumers' brand attitude and consumers' purchase intention by combining with the characteristics of screen video advertising and by studying specific objects. This paper collects data through questionnaire survey and conducts data analysis with SPSS to test the relationship between variables. Through empirical research, it is proved that whether the text content style, launch time and correlation degree of video content emotion of bullet screen advertisements have positive effects on consumers' purchase intention. This paper provides an effective reference value for enterprises to open up new advertising marketing channels and provides suggestions for their subsequent development.
- Copyright
- © 2019, 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 - Gao-fu Liu AU - Le-lin Li AU - Hui-ming Xu AU - Meng-qiu Luo PY - 2019/08 DA - 2019/08 TI - Research on the Influence of Online Video Bullet-screen Advertising Marketing on Consumers' Purchasing Intention BT - Proceedings of the 2019 5th International Conference on Social Science and Higher Education (ICSSHE 2019) PB - Atlantis Press SP - 427 EP - 432 SN - 2352-5398 UR - https://doi.org/10.2991/icsshe-19.2019.193 DO - 10.2991/icsshe-19.2019.193 ID - Liu2019/08 ER -