A Study on the Influence of the Content Correlation of Inter-cut Creative Advertising in Net Plays on Consumers’ Purchase Intention

DOI

10.2991/978-2-38476-257-6_72How to use a DOI?

Keywords

net play; inter-cut creative advertising; content correlation; positive emotion prediction

Abstract

Inter-cut creative advertising in net plays can enhance the product dissemination effects through vivid narrating of product stories and product image shaping. This study aims to research the influence of the content correlation of inter-cut creative advertising in net plays on consumers’ purchase intention. It is conducted based on the correlation principle in ROI theory from the perspective of positive emotion prediction. The empirical method was adopted to verify the hypothesis, with the positive emotion prediction as a mediator variable. The results of this study can provide a more scientifically grounded and practical strategic guidance for the industry.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Zhuman Li
PY  - 2024
DA  - 2024/05/27
TI  - A Study on the Influence of the Content Correlation of Inter-cut Creative Advertising in Net Plays on Consumers’ Purchase Intention
BT  - Proceedings of the 2024 International Conference on Applied Economics, Management Science and Social Development (AEMSS 2024)
PB  - Atlantis Press
SP  - 616
EP  - 624
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-2-38476-257-6_72
DO  - 10.2991/978-2-38476-257-6_72
ID  - Li2024
ER  -