The Impact Of Brand-plot Information In Story Advertisement On Audience's Dissemination Will

Under the background of mobile Internet,sharing favorite mobile phone videos in the circle of friends has become a common phenomenon.Traditional advertisement has been unable to get remarkable brand publicity.In order to improve their brand awareness,story advertisement is used by more and more enterprises.Existing research for video advertising is insufficient,and it's limited for enterprise practice guidance,so the phenomenon of not getting the desired effect after advertising is everywhere in the enterprises.Therefore,based on the the limited-capacity model of attention and belief adjustment theory,this research explores the impact of brand-plot information in story advertisement on audience's dissemination will.This study enriches the research content of video marketing,and it has important enlightenment to guide corporate advertising design and delivery.Referring to the existing literature about video advertising,emotional arousal and brand recognition,this research has adopted case study and conducted two experiments to analyze the impact of plot plumpness,brand information presentation sequence,and brand-plot fit on audience's dissemination.The results indicate that when the fit is high,keeping the plot plumpness high or putting the brand information first can arouse more positive emotion and brand identity of the audience.On the contrary,when the fit is low,keeping the plot plumpness low or putting the brand information behind can arouse more positive emotion and brand identity of the audience.The results also reveal that positive emotion has a significant positive influence on audience's brand identity and dissemination will,and the dissemination will is also influenced by the brand identity of audience significantly.