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Danmaku video,a kind of video with real-time comments overlaying on the screen,is more and more popular among video-sharing websites.Some advertisers try to use danmaku techniques on advertising to improve ads interactivity.This study used experimental method and recruited 172 participants to investigate the effects of interactivity of danmaku video ads(DVA)on usersattitudes toward advertising and brand.Furthermore,the interaction effect of the advertising appeals and the interactivity of DVA on advertising is also examined.The results show that(1)compared with video advertising without danmaku,DVA with positive real-time comments can lead to better advertising attitude and brand attitude; DVA with negative real-time comments can lead to worse brand attitude.(2)When ad is emotional appeal,the impact of the interactivity of DVA is not significant.When ad is rational appeal,positive DVA comments lead to a better attitude toward advertising and brand compared with ads without danmaku.The findings are helpful for enterprises and advertisers to formulate appropriate advertising strategies on video-sharing websites.