Abstract This study explored the effect of incorporating danmaku, a website feature which allows viewers’ comments to scroll on top of videos that are streaming online, into advertising. Through a 2 (danmaku: absence versus presence) × 2 (ad type: nonhumor versus humor) × 2 (comment type: not cueing humor versus cueing humor) online experiment, we found a conditional effect of implementing the danmaku format on boosting advertising effectiveness. Specifically, when the ad content and comment content were incongruent—such that comments not cueing humor were used for humor ads, or comments cueing humor were used for nonhumor ads—danmaku ads fostered more favorable attitudes toward the ad, the brand, and the advertised product via heightened social presence. In light of the conditional effects, we discuss theoretical and practical implications of the findings and directions for future research.

中文翻译：

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探索将Danmaku纳入广告的效果

摘要这项研究探索了将danmaku这一网站功能整合到广告中的效果，该功能使观众的评论可以在在线流式视频的顶部滚动。通过2（danmaku：不存在vs在场）×2（广告类型：不幽默与幽默）×2（评论类型：不暗示幽默vs暗示幽默）在线实验，我们发现了实施danmaku格式对提高广告效果的条件影响。具体而言，当广告内容和评论内容不一致时（例如幽默广告中使用不暗示幽默的评论，或非幽默广告中使用暗示幽默的评论），danmaku广告对广告，品牌和广告的态度更加有利产品通过提高社会地位。考虑到条件影响，