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.

Additional Metadata
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
Citation
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