| Titre : |
What are the effects of different factors on online supermarket video advertising and millennials' purchase intentions? |
| Type de document : |
Mémoire |
| Auteurs : |
Jinlin YE, Auteur |
| Année de publication : |
2022 |
| Importance : |
30 p. |
| Note générale : |
Pour accéder aux fichiers PDF, merci de vous identifier sur le catalogue avec cotre compte Office 365 via le bouton CONNEXION en haut de la page. |
| Langues : |
Anglais (eng) |
| Mots-clés : |
Management
COMMERCE ELECTRONIQUE ; JEUNE ; VIDEO
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| Résumé : |
This study investigated the relationship between different influences on video advertising in the online supermarket industry and millennials' purchase intention in relation to the style of video advertising, the frequency of advertising exposure, the platform on which the advertising is shown and the influence of influencers. A questionnaire was used for the quantitative study. The data study revealed that millennial consumers prefer functional advertising over emotional advertising.
The study found that
1. the frequency of exposure to video ads was not positively associated with positive purchase intention.
2. the platform on which video ads were delivered was not directly related to purchasing intention. However, it is still possible to connect with potential customers through the most popular short-form video platforms among Millennials.
3. The last one is that influencers' opinions strongly impact Millennials' purchase intentions.
These findings provide information that will help online retailers and companies create video ads, understand millennial customers, and develop more effective video advertising strategies.
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| Programme : |
Global BBA |
| Permalink : |
https://cataloguelibrary.neoma-bs.fr/index.php?lvl=notice_display&id=562067 |
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What are the effects of different factors on online supermarket video advertising and millennials' purchase intentions? / 2022 
