The Moderation Effects Of Barrage Involvement On Advertising Consistency To Brand Awareness

With the development of the online video industry,its huge commercial value attracts more and more companies use online video sites for brand publicity,advertising in the video content.And an important function of online video-barrage,due to its good results on increasing the number of hours users spent online and number of reviews,is gradually accepted by mainstream online video sites.Online video sites have been adding barrage function to their websites.More and more users are choosing to turn on the bullet screen while watching online video.However,when users watching the online video,what are the factors that affect the effect of implantable advertising? How will it affect the advertising effect,what impact will it have,these issues are increasingly being noticed by marketers.There are many scholars who have studied product placement,but the research object is based on traditional media platforms such as movies,TV and video games,there are fewer studies on online video.Based on the above background,this article selects the consistency of video content and brand in the online video product placement,analyze and verify its influence on consumer brand awareness.So as to provide decision-making for enterprises who promote the brands on the online video platform.Beyond that,on the basis of previous studies,combining with the characteristics of online video sites,joining the barrage interactive the regulating variable,designing a new theoretical model is designed.The experimental method used in this paper is two groups of 2*2 experiments,the online video content and brand consistency of brand identification of two dimensions of "brand awareness" and "brand image" effect,and give the study,starting from the situation and function of life style and consistency of the three dimensions,to further expand analysis.The results show that when the other conditions are the same,the lower the consistency and consistency,the higher the brand awareness.However,the higher the consistency,the higher the brand awareness.The higher the consistency,the higher the brand image,the higher the consistency,the higher the brand image.The moderating effect of barrage interaction on the influence of consistency on brand awareness.When the barrage involvement in a high level,the effect of advertising consistency on brand recognition has been weakened,the impact on brand attitudes has been enhanced.At last,based on the research conclusion,gives management suggestions,put forward to the enterprise precision marketing in the online video Product placement when the need to pay attention to the consistency of video content and brand,taking into account the situation,function,way of life,different circumstances for online video platform and the consumer,to subdivide consumer groups,more focused the network marketing,so that consumers realize better brand awareness.