Congruity and processing fluency: An analysis on the effectiveness of embedded online video advertising
Purpose: The purpose of this paper is to investigate the benefits of Ad-Video and Product-Video congruity for embedded online video advertising. A conceptual model is constructed to test how congruity between online advertisements, advertised products and online videos impact consumer post-viewing attitudes via processing fluency. Design/methodology/approach: An online experiment with eight versions of mock video sections (with embedded online video advertisements) was conducted. The study is a 2 (type of appeal: informational vs emotional) × 2 (Ad-Video congruity: congruent vs incongruent) × 2 (Product-Video congruity: congruent vs incongruent) full-factorial between-subject design. A total of 252 valid responses were collected for data analysis. Findings: Results show that congruity is related to the improvement of processing fluency only for informational ads/videos. The positive effect of Ad-Video congruity on processing fluency is only significant for informational appeals but not emotional appeal. Similarly, the positive effects of Product-Video congruity on processing fluency are only significant for informational appeals but not emotional appeal. Involvement has been found to be positively related to processing fluency too. Processing fluency has a positive impact on the attitudes toward the ads, advertised products and videos. Research limitations/implications: The finding that congruity is related to the improvement of processing fluency only for informational ads/videos extends the existing literature by identifying the type of appeal as a boundary condition. Practical implications: Both brand managers and online video platform owners should monitor and operationalize the content and appeal congruity, especially for informational ads on a large scale to improve consumers’ responses. Originality/value: To the best of the authors’ knowledge, this is the first paper to examine the effects of Ad-Video and Product-Video congruity of embedded advertisements on video sharing platforms. The findings of this study add to the literature on congruity and processing fluency.
|Keywords||Congruity, Embedded online video advertising, Partial least squares, Processing fluency|
|Persistent URL||dx.doi.org/10.1108/APJML-03-2019-0128, hdl.handle.net/1765/120649|
|Journal||Asia Pacific Journal of Marketing and Logistics|
Jiang, Z. (Zhiying), Guan, C. (Chong), & de Haaij, I.L. (Ivo L.). (2019). Congruity and processing fluency: An analysis on the effectiveness of embedded online video advertising. Asia Pacific Journal of Marketing and Logistics. doi:10.1108/APJML-03-2019-0128