Key opinion leaders in YouTube platform have received attention from industry experts and academic scholars in recent years, and have derived the concept of YouTuber. Some of these key opinion leaders will attract a lot of attention when placing products in their videos, while others will not be watched. It is worth discussing how to gain better advertising effectiveness, which is also the main motivation of this research. This study will discuss three aspects: information content, product placement strategies, and parasocial interaction. The laboratory experiment will be used to research work, and different scenarios will be used for verification. This study will divide into two phases. The first phase of the experiment has a total of 8 videos in different experimental scenarios, and is based on the type of information content (informative, entertaining, evaluation, and profitable), product placement strategy (significant placement strategy / gentle placement strategy), parasocial interaction (high parasocial interaction / low parasocial interaction) to produce films, and then measure the effect of advertising after watching the video. In the second stage, an eye tracker will be used to record the fixation time and counts each
|Effective start/end date||2020/08/01 → 2021/10/31|
- key opinion leaders
- information content
- product placement strategies
- parasocial interaction
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