文献类型： 会议论文

第一作者： Erwin Halim

作者： Erwin Halim ¹ ; Marylise Hebrard ² ; Erwin Putra Tanadjaja ¹ ; Hendry Hartono ³ ;

作者机构： 1.Information Systems Department, School of Information Systems, Bina Nusantara University, Jakarta, Indonesia

2.Enterprise Law Program Study Institut Des Usages, Montpellier, France

3.Management Department, BINUS Business School, Bina Nusantara University, Jakarta, Indonesia

关键词： Seminars;Video on demand;Costs;Social networking (online);Numerical analysis;Multimedia Web sites;Entertainment industry

会议名称： International Seminar on Intelligent Technology and Its Applications

主办单位：

页码： 187-192

摘要： This research is motivated by a current phenomenon where Video-Based Advertisement is rampant and can be found almost everywhere on social media such as Facebook and Instagram and video streaming platforms such as YouTube. The problem is that many people dislike advertising, which creates low impressions of the Video-Based Advertising provided by the advertisers. In contrast, the cost to create these Video-Based Advertisements is not low either. The first 5 seconds of an advertisement are the most critical, and many video ads fail to create the necessary value in these first 5 seconds. This research aims to find factors that contribute to determining variables: Informativeness, Irritation, and Entertainment effect on Advertising Value, and how the Advertising Value impacts the Brand Awareness then Brand Awareness impacts Purchase Intention. This research adopts the advertising value theory to determine the main factors contributing to advertising value. There are five hypotheses and six variables. This research also has 247 respondents, collected from November 2021 and using the purposive sampling method and Structural Equation Modelling (SEM) PLS for statistics analysis with Smart PLS as a tool. The result found that all hypotheses are significant at a 5% error level.

分类号： tp18-53