ABSTRACT

For both marketing professionals and researchers, what is shiny and new continues to captivate. The latest ‘it’ thing that marketers are gravitating towards is shoppable video where brands and retailers emphasize, entertain and engage consumers with mobile content that is directly ‘shoppable.’ In this new temporal and spatial interactive context, this study dissects the informative content of shoppable videos to develop an initial and comprehensive understanding of mobile shoppable videos. A content analysis of 200 shoppable videos utilizing emotional soft-sell type appeals, utilitarian hard-sell type appeals and humor appeals indicates that utilitarian-focused hard-sell shoppable videos dominate this new landscape thus creating a mobile shopping experience that relies on a hard-sell approach. Under an evolutionary perspective, the content of mobile shoppable videos or ‘digital direct-response ads’ was then compared to the content of direct-response infomercials to account for the modernization bias of digital marketing and explore how the informativeness of shoppable videos evolves and adapts over time. Findings suggest that mobile-designed creative executions adapt the hard-sell standard and feature significantly fewer mentions of price, special offers and guarantees, new ideas, and company research as they contextually adapt. It shows in the future-obsessed digital arena, old and dreary formats can conceptually and practically inform ‘next generation’ ‘revolutionary’ formats, which provides a foundation for future research into mobile shoppable video and updates marketing best practices.

摘要

对于营销专业人士和研究人员而言，闪亮和新颖的事物不断着迷。营销人员倾向于使用的最新“事物”是可购物的视频，品牌和零售商会通过直接“可购物”的移动内容来强调，娱乐和吸引消费者。在这种新的时空互动环境中，本研究剖析了可购物视频的信息内容，以发展出对移动可购物视频的初步和全面的了解。对200种可购物视频的内容分析表明，它们运用了情感性软卖类型诉求，功利性硬卖类型诉求和幽默诉求，表明以功利主义为重点的硬卖性购买诉求视频占据了这一新格局，从而创造了一种依赖于硬性推销的移动购物体验出售方式。从进化的角度来看，然后，将可移动购买的视频或“数字直接响应广告”的内容与直接响应的信息商业内容进行比较，以说明数字营销的现代化偏见，并探索可购买的视频的信息性如何随着时间的流逝而发展和适应。研究结果表明，移动设计的创意执行程序可以适应硬性销售标准，并且在因地制宜的情况下，价格，特惠和担保，新创意和公司研究的提及要少得多。它显示了在迷恋未来的数字竞技场中，旧的和沉闷的格式可以在概念上和实践上为“下一代”“革命性”格式提供信息，这为将来对可移动购物视频的研究和更新营销最佳实践提供了基础。