Proceedings of the 4th International Conference on New Computational Social Science (ICNCSS 2024)

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Cognitive Need and Creative Interstitial Advertising Effectiveness-Empirical Study Based on Propensity Score Matching

Authors
Lin Sun1, *, Wei Qi2, Niu Liu3
1Department of Management Science and Engineering, Harbin Institute of Technology, Harbin, China
2Department of Management Science and Engineering, Harbin Institute of Technology, Harbin, China
3Department of Management Science and Engineering, Harbin Institute of Technology, Harbin, China
*Corresponding author. Email: sunlinlin0815@163.com
Corresponding Author
Lin Sun
Available Online 29 April 2024.
DOI
10.2991/978-2-38476-230-9_4How to use a DOI?
Keywords
creative interstitial; cognitive need theory; advertising effectiveness; propensity score matching
Abstract

Along with the development of online movie and TV series, the current online advertising has developed into the 3.0 era with creative interstitial advertising as the core. In order to investigate the influence of consumers’ cognitive need on the effect of creative interstitial advertising, this paper combines cognitive need theory, based on survey data from 2021, and adopts propensity score matching method to control sample selectivity for empirical research. The research results show that: after matching the effects of covariates, for high-value goods, viewers’ cognitive need positively affects the creative interstitial advertising effect; for low-value goods, cognitive need does not affect the creative interstitial advertising effect. The article concludes with a discussion and analysis of the research results, and suggestions for advertisers to produce ads for different value goods and place ads for different types of watchers based on the analysis results. These findings enrich the research on creative interstitial advertising and provide practical reference for marketers.

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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Volume Title
Proceedings of the 4th International Conference on New Computational Social Science (ICNCSS 2024)
Series
Advances in Social Science, Education and Humanities Research
Publication Date
29 April 2024
ISBN
978-2-38476-230-9
ISSN
2352-5398
DOI
10.2991/978-2-38476-230-9_4How to use a DOI?
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.

Cite this article

risenwbib
TY  - CONF
AU  - Lin Sun
AU  - Wei Qi
AU  - Niu Liu
PY  - 2024
DA  - 2024/04/29
TI  - Cognitive Need and Creative Interstitial Advertising Effectiveness-Empirical Study Based on Propensity Score Matching
BT  - Proceedings of the 4th International Conference on New Computational Social Science (ICNCSS 2024)
PB  - Atlantis Press
SP  - 25
EP  - 35
SN  - 2352-5398
UR  - https://doi.org/10.2991/978-2-38476-230-9_4
DO  - 10.2991/978-2-38476-230-9_4
ID  - Sun2024
ER  -