Abstract

This study explored the role of ad authenticity in influencing consumers’ ad evaluations and their engagement intention in the context of COVID-19 video advertising. Results showed that aside from informativeness and entertainment, three dimensions of ad authenticity—brand essence, realistic plot, and message credibility—were positively related to consumers’ evaluation of ad value, which further increased ad attitude and social media engagement intention. Interestingly, a realistic plot was the strongest predictor of advertising value, with informativeness as the weakest predictor. Our findings suggest that such a shift of emphasis on content-specific ad authenticity would increase the effectiveness of pandemic-related brand communication on social media. Implications, limitations, and future research directions are discussed.

摘要

本研究探讨了在 COVID-19 视频广告背景下，广告真实性在影响消费者广告评价及其参与意愿方面的作用。结果表明，除了信息性和娱乐性之外，广告真实性的三个维度——品牌本质、现实情节和信息可信度——与消费者对广告价值的评价呈正相关，从而进一步提高了广告态度和社交媒体参与意愿。有趣的是，现实情节是广告价值的最强预测因子，而信息量是最弱的预测因子。我们的研究结果表明，这种对特定内容广告真实性的重视转变将提高社交媒体上与流行病相关的品牌传播的有效性。讨论了影响、局限性和未来的研究方向。