바이럴 영상광고의 인게이지먼트에 관한 연구

Abstract

Based on the emergence and development of new media, behavior of consumers has changed, the way of marketing has changed, and the way advertising is expressed has also changed. Viral video advertising is a comprehensive advertising the characteristics of the changes in consumer behavior and new media in traditional TV advertising formats in new media advertising that appeared in these changes. Also, the effect measurement of the advertisement that only changed from the center of the media to the consumer should change like this. Engagement is a concept that conforms consumer-focused new media viral video advertisements to qualitative measurement indicators. Therefore, in this paper, define engagement concept of viral video advertisements, by establishing a component is to develop a qualitative indicator that can be us to complement the quantitative data, such as shared and recovery views. Therefore, we synthesize emotional and immigration characteristics which are the core of viral marketing. The main factors of video advertising are advertising, brand, consumer, etc. In addition, this paper utilizes the expert group FGI was elected the engagement concept and configuration factors of viral video advertising. Based on the definition of creative engagement, it divided into sensibility, humor, familiarity and value, and 1 of each experimental advertisement stimulus was selected, a total of 4 video AD were selected. In order to measure the engagement of consumer's viral video advertisement, EEG experiment of brain wave measurement was carried out and measurement of beta wave displayed as immersed was carried out. At the same time as the experiment was completed, a questionnaire survey was conducted to increase the reliability. As a result of experiments, high beta wave electroencephalograms appeared in all four stimulated viral video advertisements. As a result of the questionnaire survey overall, creative engagement has an average value of the average to 3.76, Brand engagement has an average value of the average to 3.70, Consumer engagement has an average value of the average to 3.67, Empathy has an average value of the average to 4.01, Immersion has an average value of the average to 4.01. To derive the engagement component of viral video advertisement in these results, and it can become meaningful material in the development of the qualitative indicator of viral video advertisement and the strategy formulation of viral video advertisement.