| dc.description.abstract | With the rapid development of social media and the change of people′s habit of receiving information, the focus of advertising has shifted from traditional media to online social media. The convenience and real-time nature of the Internet, makes online advertising a powerful promotional tool, but at the same time, the advertising market is becoming increasingly competitive. Corporations need to put their collective mind to the subject of how to create advertising that attracts the attention of audiences while said audience is on information overload.
This study starts with advertising genres, selecting two common types of Internet advertising, namely humorous and narrative advertising, and chose the YouTube video platform as its research object. After reading and summarizing related literature, a framework and hypothesis were developed for this study, which explores the audience′s attitude towards these two types of Internet advertising, to better grasp the audience′s intention to share the advertising content.
In this study, 210 valid questionnaires were collected from the Facebook community platform by using IBM SPSS 21.0 and SmartPLS 3.3 statistical analysis software: after conducting reliability, validity and path analysis on the valid samples, the results show that the audience has a positive attitude towards humorous and narrative advertising, and is positively correlated with intention to share advertising content. In addition, this study further compares humorous advertising with narrative advertising, and found that audiences are more interested in narrative advertising than humorous advertising, the former of which enjoys a greater sharing intention.
Finally, according to the results of the study, the paper puts forward relevant suggestions, hoping to help firms formulate effective marketing strategies by understanding which types of advertising are favored by audiences, and which are more effective, thus helping firms increase exposure for their products and services. | en_US |