| Micro-film advertising is a new advertising marketing method.With the help of film shooting techniques,by joining endorsements and story lines,it conveys the concept of the brand or the function of the product to consumers,and ultimately inducing consumers to become interested in advertising to understand the brand and generate purchase intent or behavior.Know the brand and generate purchase intent or behavior.Micro-film advertising has broken the traditional mode of hard-to-advertise advertising,and has been favored by consumers' advertisers in its unique way.This study explores the influence of spokesperson type,product involvement type,story narrative transportation mechanism,and consumer fantasy sympathy level on the effectiveness of micro-movie advertising.The study is divided into three parts: In the first study,140 subjects were selected,and 2(product involvement: high/low)× 2(spokesperson: celebrity endorsement/non-celebrity endorsement)were used experimental design of subjects to explore product involvement.Influence of spokesperson type on the effectiveness of micro-film advertising.Results show that:(1)in terms of advertising attitude: when the spokesperson is named,the product involvement is significantly different,and the advertising attitude of the participants is significantly higher than that of the high involvement product.When contemporary speakers are not famous,the difference in product involvement is not significant;Whether it is high involvement or low involvement in the product,the advertising attitude of the people who have been tested on the celebrity endorsement is significantly higher than that of non-celebrities.(2)in terms of brand attitude: in terms of low involvement in product level,the difference between spokespersons is significant,and the brand attitude of the interviewee is significantly higher than that of non-celebrities.In the high involvement of product level,the difference between spokespersons is not significant;When the spokesperson was named,the brand attitude of the participant was significantly higher than that of the high involvement product.However,when contemporary speakers are non-celebrities,they are more likely to be involved in the brand attitude of high involvement in products.(3)In terms of purchasing intention,The participants were most likely to be involved in the purchase of a product with a low involvement in the celebrity endorsement.Study 2 selected 72 subjects(36 high empathy,36 low empathy)and adopted a mixed experimental design of 2(product involvement: high/low)× 2(fantasy empathy: high/low).The influence of fantasy empathy level and product involvement type on the effectiveness of micro-movie advertising.The results show that:(1)the micro film advertising effect of high fantasy empathy was significantly higher than that of low fantasy empathy.(2)The advertisement attitude,brand attitude and purchase intention of participants in low-involvement products are higher Involved in high product.Study 3 focuses on exploring the relationship between fantasy empathy and the effectiveness of micro-film advertising and It also verifies the mediating role of narrative transportation between fantasy empathy and the advertising effects of micro films.48 low fantasy empathy subjects and 52 high fantasy empathy subjects were selected.Subjects were required to complete the narrative transfer scale,advertising attitude scale,brand attitude and purchase willingness scale,and analysis was performed on 100 questionnaires.The results show that:(1)High-fantasy empathy participants have higher degree of narrative transportation and better advertisement effects;(2)Narrative transportation plays a role in the influence of fantasy empathy on the effectiveness of micro-movie advertising. |
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