ABSTRACT

Research Questions

This research examined the effects of ambush marketing (yes/no), content presentation format (image/video), advertising time (6 sec/15 sec), and message delivery format (Story/post) on consumer attitude and purchase intention regarding a brand that engaged in ambush marketing on Instagram.

Research Methods

Two experiments were conducted and ANOCOVA was performed.

Results and Findings

Experiment 1, which was conducted with 166 college students, indicated that in ambush marketing, the participants who observed a story had higher purchase intention and attitude toward the brand than did those who observed a post. Experiment 2, which was conducted with 164 people from the general population, indicated that 6-sec posts were more effective than 15-sec posts in enhancing consumer attitude toward a brand when the consumers were aware that the brand was an ambush marketing brand. Moreover, participants who were not exposed to ambush marketing exhibited higher purchase intention than did those exposed to ambush marketing.

Implications

Companies that wish to ‘strategically’ leverage the benefits of being associated with a sporting event without officially paying sponsorship fees may consider using story messages on social media. Additionally, ambush marketing brand information can lead to negative perceptions regarding an ambush brand when the true status of the company as an ambush marketer is disclosed to consumers.

中文翻译：

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伏击营销对社交媒体环境下态度和购买意愿的影响：错误识别和识别

摘要

研究问题

本研究调查了伏击营销（是/否）、内容呈现格式（图像/视频）、广告时间（6 秒/15 秒）和消息传递格式（故事/帖子）对消费者态度和购买意愿的影响在 Instagram 上进行伏击营销的品牌。

研究方法

进行了两个实验并进行了方差分析。

结果和发现

对 166 名大学生进行的实验 1 表明，在伏击营销中，观察故事的参与者比观察帖子的参与者对品牌的购买意愿和态度更高。对 164 名普通人群进行的实验 2 表明，当消费者意识到该品牌是伏击营销品牌时，6 秒的帖子比 15 秒的帖子更能提高消费者对该品牌的态度。此外，未暴露于伏击营销的参与者比暴露于伏击营销的参与者表现出更高的购买意愿。

启示

希望在不正式支付赞助费的情况下“战略性地”利用与体育赛事相关的好处的公司可以考虑在社交媒体上使用故事信息。此外，当向消费者披露公司作为伏击营销商的真实身份时，伏击营销品牌信息可能导致对伏击品牌的负面看法。