The Impact of Fast-Food Video Advertisements Through The Eyes of Young Creative Industry Practitioners

Pei Ying Woon

Abstract


Video advertising has become a crucial marketing strategy for fast-food restaurants. While previous studies have identified factors influencing video advertisement effectiveness, these factors have yet to be investigated in light of current market preferences. In bridging this gap, it is crucial to consider the perspectives of young industry creative practitioners, who, with their dual roles as professionals and members of the target market, offer fresh insights into the factors influencing video advertisement effectiveness in alignment. Therefore, this study was conducted to investigate the fast-food video advertisements effectiveness in today’s market, specifically through the eyes of young creative industry practitioners. This study examines the effectiveness of fast-food video advertisements, focusing on content engagement, emotional arousal, information trustworthiness, and visual characteristics. Informant interview was utilized in the study, with data saturation achieved after collected insights from six interviewees who fulfilled the sampling criteria. The collected data underwent analysis using NVivo, involving coding and thematic analysis. The findings have substantiated strong relationships between visual attractiveness, content engagement, and the fast-food video advertisements effectiveness. However, it was determined that emotional arousal and information trustworthiness do not have a significant relationship with the fast-food advertisements effectiveness. Overall, this study contributes valuable insights for advertising agencies and offers a theoretical enhancement to existing models.

 

Keywords: Fast-food restaurants, video advertisement, young creative industry practitioners, advertising effectiveness, advertisement content.

 

https://doi.org/10.17576/JKMJC-2024-4002-25


Full Text:

PDF

References


Aeron, S., & Rahman, Z. (2023). Discrete emotions effect on consumer evaluation and behaviour: A contextual perspective and directions for future research. Journal of Consumer Behaviour, 22(6), 1543-1573. https://doi.org/10.1002/cb.2243

Agrawal, S. R., & Mittal, D. (2022). Optimizing customer engagement content strategy in retail and E-tail: Available on online product review videos. Journal of Retailing and Consumer Services, 67, 102966. https://doi.org/10.1016/j.jretconser.2022.102966

Ahmadi, A., Taghipour, A., Fetscherin, M., & Ieamsom, S. (2023). Analyzing the influence of celebrities’ emotional and rational brand posts. Spanish Journal of Marketing-ESIC, 27(1), 117-136. https://doi.org/10.1108/SJME-12-2021-0238

Alzubi, A. (2023). Towards digital media and conventional media challenge and opportunity: What to expect. International Journal of Advances in Social Sciences and Humanities, 2(3), 152-158. https://doi.org/10.56225/ijassh.v2i3.157

Beard, E., Henninger, N. M., & Venkatraman, V. (2024). Making ads stick: Role of metaphors in improving advertising memory. Journal of Advertising, 53(1), 86-103. https://doi.org/10.1080/00913367.2022.2089302

Braun, V., & Clarke, V. (2023). Toward good practice in thematic analysis: Avoiding common problems and be(com)ing a knowing researcher. International Journal of Transgender Health, 24(1), 1-6. https://doi.org/10.1080/26895269.2022.2129597

Elliott, C., Truman, E., & Black, J. E. (2023). Tracking teen food marketing: Participatory research to examine persuasive power and platforms of exposure. Appetite, 186, 106550. https://doi.org/10.1016/j.appet.2023.106550

Giffin, K. (1967). The contribution of studies of source credibility to a theory of interpersonal trust in the communication process. Psychological Bulletin, 68(2), 104-119.

Jiang, M., Yang, J., Joo, E., & Kim, T. (2022). The effect of ad authenticity on advertising value and consumer engagement: A case study of COVID-19 video ads. Journal of Interactive Advertising, 22(2), 178-186. https://doi.org/m6kg

Junior Ladeira, W., Santiago, J. K., de Oliveira Santini, F., & Costa Pinto, D. (2022). Impact of brand familiarity on attitude formation: Insights and generalizations from a meta-analysis. Journal of Product and Brand Management, 31(8), 1168-1179. https://doi.org/10.1108/JPBM-10-2020-3166

Ketelaar, P. E., Konig, R., Smit, E. G., & Thorbjørnsen, H. (2015). In ads we trust. Religiousness as a predictor of advertising trustworthiness and avoidance. Journal of Consumer Marketing, 32(3), 190-198. https://doi.org/10.1108/JCM-09-2014-1149

Li, X., Liu, Z., Chen, Y., & Ren, A. (2023). Consumer avoidance toward message stream advertising on mobile social media: A stimulus-organism-response perspective. Information Technology and People. https://doi.org/10.1108/ITP-11-2020-0761

Lopes, A. R., & Casais, B. (2022). Digital content marketing: Conceptual review and recommendations for practitioners. Academy of Strategic Management Journal, 21(2), 1-17.

Masuda, H., Han, S. H., & Lee, J. (2022). Impacts of influencer attributes on purchase intentions in social media influencer marketing: Mediating roles of characterizations. Technological Forecasting and Social Change, 174, 121246. https://doi.org/gphmtj

Mulier, L., Slabbinck, H., & Vermeir, I. (2021). This way up: The effectiveness of mobile vertical video marketing. Journal of Interactive Marketing, 55(1), 1-15. https://doi.org/m6kh

Mundel, J., Stantz, J., Deng, T., Sasiela, N., & Mucci, S. (2022). Consumer responses to visual cues in food ads: Considering endorser body size (in) congruence with healthy and unhealthy foods. Visual Communication Quarterly, 29(1), 17-33. https://doi.org/m6kj

Najla, N., & Lesmana, M. (2021). Description of the condition of Palestine, Syria and Rohingya ethnicity in Sayyidīar-Raīs advertisement. Firdaus Journal, 1(1), 62-78. https://doi.org/10.37134/firdaus.vol1.1.7.2021

Onofrei, G., Filieri, R., & Kennedy, L. (2022). Social media interactions, purchase intention, and behavioural engagement: The mediating role of source and content factors. Journal of Business Research, 142, 100-112. https://doi.org/10.1016/j.jbusres.2021.12.031

Poels, K., & Dewitte, S. (2019). The role of emotions in advertising: A call to action. Journal of Advertising, 48(1), 81-90. https://doi.org/10.1080/00913367.2019.1579688

Raslie, H., & Zaidi, A. N. M. (2022). Female representation in online advertisements: A feminist stylistic analysis of beauty products advertised on Instagram. Jurnal Komunikasi: Malaysian Journal of Communication, 38(4), 374-396. https://doi.org/mh23

Rehman, F. U., & Al-Ghazali, B. M. (2022). Evaluating the influence of social advertising, individual factors, and brand image on the buying behavior toward fashion clothing brands. Sage Open, 12(1). https://doi.org/10.1177/21582440221088858

Schnurr, B., Brunner-Sperdin, A., & Stokburger-Sauer, N. E. (2017). The effect of context attractiveness on product attractiveness and product quality: The moderating role of product familiarity. Marketing Letters, 28, 241-253. https://doi.org/f98j93

Sharma, A., Dwivedi, R., Mariani, M. M., & Islam, T. (2022). Investigating the effect of advertising irritation on digital advertising effectiveness: A moderated mediation model. Technological Forecasting and Social Change, 180, 121731. https://doi.org/10.1016/j.techfore.2022.121731

Shrusthi, D., & Shariff, F. A. (2024). Impact of Instagram on fast food branding in India: An analysis of consumer perceptions and behaviours. International Journal of Research and Analytical Reviews, 11(1), 847-896.

Sulistyo, Y. (2022). The creative approach used in fast food advertisements on the internet (Dissertation, Dosen Universitas Gajayana Malang, Indonesia).

Sunarso, B., & Mustafa, F. (2023). Analysing the role of visual content in increasing attraction and conversion in MSME Digital Marketing. Journal of Contemporary Administration and Management (ADMAN), 1(3), 193-200. https://doi.org/10.61100/adman.v1i3.79

Trunfio, M., & Rossi, S. (2021). Conceptualising and measuring social media engagement: A systematic literature review. Italian Journal of Marketing, 3, 267-292. https://doi.org/10.1007/s43039-021-00035-8

Wardana, A., Sulhaini, & Rinuastuti, B. H. (2022). The effect of content marketing on intention in purchasing fast food: Mediated by hygiene and moderated by health risk perceptions: Covid-19. International Journal of Social Science Research and Review, 5(3), 175-187. http://dx.doi.org/10.47814/ijssrr.v5i3.170

Xue, F., & Zhou, L. (2023). Understanding social influence in Facebook fundraising: Relationship strength, immediacy of needs, and number of donations. Journal of Philanthropy and Marketing, 28(4), e1749. https://doi.org/10.1002/nvsm.1749

Zahoor, S. Z. (2022). Analysing the effect of social media on customer equity: A study of fast-food restaurants. Vision. https://doi.org/10.1177/09722629221107228


Refbacks

  • There are currently no refbacks.


e-ISSN: 2289-1528