Abstract:
Digital video advertising is undoubtedly a part of consumers’ digital journeys. Thus, it is worth to study how consumer’s digital experience is affected. With regard to that, this study employed an adopted Information Adoption Model with an aim to understand how argument quality, source credibility, brand favorability, and general attitude towards advertising affects likeability and effectiveness of digital video ads both for brand and line extensions. Two surveys have been responded by a total of 998 people. Nature of the study required a semi experimental two-by-two design which entails a pair of ads with and without a celebrity from a line extension, as well as a pair of ads with and without a celebrity from a brand extension. In accordance with it, in this research it had been concluded all these four are reliable variables to be employed in measurements, while a small limitation applies. According to the results of multiple regression analyses; argument quality, source credibility, brand favorability and general attitude towards advertising are statistically significant variables that affect the likeability of digital video ads with celebrity appearance and also effectiveness on digital video ads with celebrity appearance, with separate hypotheses. Moreover, argument quality, brand favorability and general attitude towards advertising are statistically significant variables that affect the likeability of digital video ads without celebrity appearance and also effectiveness of digital video ads without celebrity appearance. Within group paired sample t-test results shows that ad pairs with celebrity appearances whether they are line extensions or brand extensions have significant difference in comparison to ad pairs without celebrity appearances in terms of both ad likeability and ad effectiveness while some limitations apply to ad likeability due to observed confounding effects. Lastly, between group independent samples t-test results indicate that while there is a significant difference between extensions with regard to ad effectiveness, no such significance is detected for ad likeability.
