‘I Didn’t Even Know That Was An Ad!’ – The Effects of Advertising Storytelling Integration on Download Intention

• Authors: Kyle Hassing

Title variants

PL

„Nawet nie wiedziałem, że to była reklama!” – wpływ integracji narracji reklamowych na zamiar pobrania

Abstracts

PL

Integracja narracji reklamowych to nowy sposób, w jaki YouTuberzy znaleźli skuteczne promowanie marek w swoich filmach na YouTube. Dzięki imponującej historii wyników wiele agencji i badaczy zastanawia się, skąd bierze się ten sukces. Niniejsze badanie ma na celu wyjaśnienie sukcesu tej nowej formy marketingu influencerów poprzez zbadanie wpływu integracji narracji reklamowych na zamiar pobrania. Badana jest również moderująca rola relacji paraspołecznych oraz mediacyjna rola postrzeganej kreatywności reklamowej.

EN

Advertising storytelling integration is a new way that YouTubers have found to effectively promote brands in their YouTube video’s. With an impressive track record of results, many agencies and researchers alike are wondering where this success comes from. This research aims to explain the success of this new form of influencer marketing by researching the effect of advertising storytelling integration on download intention. The moderating role of parasocial relationships and the mediating role of perceived advertising creativity are also examined.

Keywords

PL

reklama; narracja; promowanie marek; YouTube

EN

advertising; narration; brand promotion; YouTube

• Publisher: Wydawnictwo Adam Marszałek
• Journal: Cywilizacja i Polityka
• Year: 2022
• Volume: 20
• Issue: 20
• Pages: 124-148

Dates

published

2022

Contributors

author

Kyle Hassing

• University of Amsterdam

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Identifiers

DOI

10.15804/cip202207

Biblioteka Nauki

2206379