Research On The Influence Of Celebrity Endorsement And Involvement On Online Vedio Advertising Effectiveness

Advertising is one of the main marketing methods for companies.In the Internet age,online video advertising has become an effective means for enterprises to promote products and services and promote brands.The proportion of online video advertisements has also increased year by year.Therefore,how to improve the effectiveness of online video advertisements has become more and more important.Domestic and foreign scholars have explored various factors affecting the effectiveness of online video advertising from various aspects,but there is still a large space for exploration in terms of the influence mechanism of celebrity endorsement and involvement on the effectiveness of online video advertising.This paper firstly combs and summarizes the research literature related to advertising effects and its influencing factors.Based on cognitive need theory,Elaboration Likelihood model and FCB grid model,this paper proposes theoretical framework about cognitive needs,involvement and celebrity endorsements.And propose an evaluation method of advertising effects based on eye movement level,advertising attitude and purchase intention.Based on that,define research variables,propose theoretical hypotheses,and design eye movement experiments and questionnaires to collect data.After experiments,250 eye movement data and questionnaire data were collected and used for statistical analysis.The data analysis shows that the involvement degree has a positive impact on the advertising effect.The higher degree of involvement,the higher the individual's eye movement level,the better the advertising attitude and the stronger the willingness to buy.Finally,based on the results of data analysis and the actual operation,this paper proposes strategic recommendations related to advertising.The research results of this paper enrich the theoretical framework of online video advertising effects and its influencing factors to some extent.At the same time,it provides practical suggestions for advertising and advertising design,which has certain application value for improving the efficiency of advertisers.