The Integrated Effect Of Consumer Generated And Corporate Video Advertising Research

With the experience economy era,consumers are more inclined to search,interactive,sharing or co-design and more involved in the consumption process,that will make many people tend to believe the information provided by the consumer than the information of enterprise,this change of attitude led consumer-generated advertising(CGA)this new ad came into being,and the traditional corporate ad still has quite a large crowd and influence.In this new and old ad and conflict situations coexist,how to effectively grab consumers attention very important.This paper selects the most popular media-video website as a collaborative medium,analyze CGA and corporate ad in terms of whether the synergistic effect of purchase intention.This article is generated by reading integrated marketing communications and consumer advertising theory,research integrated media integration predecessors about the different advertising,consumer propensity to buy the proposed model,and assuming the basis of this model at the same time serving CGA.and corporate advertising in the willingness to buy will have a synergistic effect.In this study,the method of control experiments to verify the above assumptions,were selected to experience products and search ad products research,throughout the experiment,there are eight categories,each product is divided into four groups corresponding ads,in each case the same number of advertising,advertising in each group completed the appropriate stimulus,respectively in the same media environment.The final conclusion through data collection and analysis are as follows:Companies ad in sensory information credibility,perceived credibility and brand attitude and advertising attitude than CGA and corporate ad effect is good,and in the sense of brand credibility and propensity to buy is not significant difference;Consumers to generate a combination of advertising and business advertising in the perception of advertising credibility and brand attitudes and purchase inclination than the CGA effect is good,and in the sensory information credibility and brand perception and there was no significant difference between advertising attitude;Consumer evaluation on enterprise advertising in one of the products is superior to all CGA,and no difference in type in the search product the research questions and future research directions of this paper are presented as well.