Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

Video marketing is a practice increasingly used in recent years, especially on social media, which allows to capture the attention of the audience in a foolproof way. Understanding the role that the length of a video has on the attitudes of that same audience as well as on their purchase intentions has therefore become a key challenge for any business. Through a literature review and an experiment with 105 participants, this study aims to highlight and compare the effect of a 15-second video from TikTok and a 2-minute video from Youtube on consumers' purchase intentions. In addition, the effect of the two videos is also studied on the parameters of perceived informativeness, emotional appeal, entertainment and advertising value. For this purpose, a model using the Theory of Reasoned Action as well as the Uses and Gratifications theory has been created. First of all, this study revealed that a longer video has more impact on informativeness, entertainment, emotional appeal and advertising value. Similarly, a 2-minute video also leads to a more favorable attitude towards it as well as a stronger purchase intention towards the promoted product or service. Finally, this research found that entertainment, emotional appeal, and advertising value were variables that had a positive impact on attitude towards video, but informativeness had no significant relationship with it in the context of this study. This thesis then concludes with a discussion of its theoretical and managerial implications, as well as the enumeration of its limitations in order to provide guidance for future research.

Purchase intentions --- Attitude --- video marketing --- Theory of Reasoned Action --- Uses and Gratifications Theory --- Sciences économiques & de gestion > Marketing

Choose an application

• Reference Manager
• EndNote
• RefWorks (Direct export to RefWorks)

This book presents different articles focused on the role of nutritional properties and/or health-related claims on choice preferences, choice behavior, healthy eating/healthy diet, and the willingness to pay for certain foods.

allergen --- n/a --- consumer home-test --- cereal grains --- non-communicable diseases --- health information --- trans-fatty acids --- health halo --- Aragón --- nutritional knowledge --- WTP --- Food Neophobia Scale (FNS) --- qualitative --- choice architecture --- plant extract --- organic consumer choices --- loglinear analysis --- exposure time --- purchase intentions --- food labelling --- functional ingredients --- greenhouse gas emissions --- non-communicable disease --- functional food --- food labels --- dietary fiber --- dining environment --- food choices --- changes in quality --- random forest --- local --- labeling --- segmentation --- cluster analysis --- nudging --- policy --- green tea --- United Kingdom --- health --- menu --- perceptions --- nutritional labels --- consumer research --- vitamins --- quantile regression --- nutritional claims --- information --- market success --- red wine --- qualified health claim --- alcohol content --- cross-cultural comparison --- health attitudes --- environmental information --- health consciousness --- nutrition claims --- health claim --- choice experiment --- organic dried strawberries --- emotional eating --- Brexit --- claim --- food choice --- pastries --- nutrition claim --- a discrete choice-based experiment --- trade-offs --- campus --- sustainability --- food neophobia --- nutrition --- lycopene --- nutrient labels --- yoghurt --- claims --- ultra-processed food products --- health claims --- willingness to pay --- changes in prices --- binary logistic regression --- new product development --- carrier foods --- consumer behavior --- college students --- focus groups --- clean labels --- consumer heterogeneity --- consumer --- organic --- consumer choice --- biscuits --- packaging --- label --- portion size --- older adult --- visual appraisal --- willingness to purchase --- experimental auction --- cancer --- consumer preferences --- Aragón