Exploring the Effect of Incorporating Danmaku into Advertising
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Summary
Danmaku ads fostered more favorable attitudes toward the ad, the brand, and the advertised product via heightened social presence via heightenedSocial presence when the ad content and comment content were incongruent.
- Type
- article
- Published
- 2020-01-02
- Cited by
- 13
- References
- 78
- OpenAlex
- https://openalex.org/W2987463274
- Semantic Scholar
- https://api.semanticscholar.org/CorpusID:211738633
Keywords
Advertising, Boosting (machine learning), Psychology, Social media, User-generated content
References
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- The impact of Danmu technological features on consumer loyalty intention toward recommendation vlogs: a perspective from social presence and immersion
- Interacting with Social Media Ads: Effects of Carousel Advertising and Message Type on Health Outcomes
- The impact of barrage system fluctuation on user interaction in digital video platforms: a perspective from signaling theory and social impact theory
- Danmaku's effects on viewing experience and destination food image in food-themed documentaries
- The effect of video highlights on the intention to give free virtual gifts
- The Effect of Danmaku Font Size on Online Learning Outcomes for Learners with Different Cognitive Styles: Evidence from Eye Movements
- Danmaku consistency reduces consumer purchases during live streaming: A dual‐process model
- Advertising Artificial Intelligence (AI) Agents: The Effects of Social Presence, Sincerity, and Social Benefit Appeals
- Danmaku in the serious live streaming context: the mediating roles of self-determination and cognitive load
- A Qualitative Study of the Impact of Danmaku on Students' Extraneous Cognitive Load in Online Teaching Videos
- Revolutionizing Formula 1 broadcasting: unveiling the impact of personalized virtual advertising on brand recall through eye-tracking
- What Does Bullet Screen Bring to Video Platform? A Theoretical Analysis Comparing Different Bullet Screen Modes
- Unraveling the dark side of Danmaku: The effects of aggressive Danmaku and original work's attributes on condensed clips' performance