Abstract
Today ads are no more one-sided communication but a mixture of online and offline channels developed for the sake of direct interaction with the communities. YouTube in specific and other online video platforms in general have shifted paradigm of TV commercials altogether for many brands.Just like other product brands, smartphone brands have also their presence on social media including YouTube and have their channels at it. The smartphone online ads on YouTube gain millions of views, thousands of likes, and dislikes, comments and replies to these comments.However, these quantitative metrics cannot necessarily be seen as an indicator of effectiveness of online video ads. There is a need to have some qualitative and exploratory evaluations to know about viewer's attitude toward the online brands of smartphones. This netnographic (ethnographic) research study is examining viewers' attitude toward smartphone brands ads. 13 video ads of 4 popular smartphone brands(Samsung, Huawei, Oppo, and Q Mobile) in Pakistan have been taken with 2926 viewer's comments and their replies. The findings are helping in the assessment of viewers (consumers) comments on the basis of cognitive and emotive processing and supportive and antagonistic stance toward online smartphone ads as well as brands. The research outcomes have implications for marketing managers specifically of smartphone brands to use smartphone video ads as a part of their viral marketing campaign. The research paper is also discussing the limitations and future research directions.
Highlights
Pakistan is rapidly becoming a digital economy
When the purpose is to analyze various identities that individuals and groups relate with the organization and are usually created in interaction (Coupland & Brown, 2004), the comments are required to be qualitatively analyse by adopting discourse analysis technique.Variety of methods including discourse analysis are used by the supporter of connective ethnography in offline as well online spaces to examine participant behaviors in words (Barna, 2011) or comments on YouTube
Social media comments and discussions are a rich representative of big data and provides an ample reason to use discourse analysis for this research study (Toledano, 2017)
Summary
Pakistan is rapidly becoming a digital economy. Consumers are more aware, accessible and responsive to digital mode of message dispersion. Due to the wide spread of internet, smart phones and changing consumer trends, online advertising has created its importance and integral space in the digital advertising landscape. Lutz, MacKenzie, and Belch (1983) were the first to investigate about customer’ attitudein response to advertisement They introduced four conceivable reaction sequences that may take after an encounter with an advertisement i.e. “direct one-way, indirect one-way, direct two-way and mutual independence” They extracted five constructs from the center of each of the four models: Journal of Management Sciences “advertisement cognition, brand cognition, attitude towards the advertisement, attitude towards the brand and purchase intention”. These constructed have since been investigated to give an impressive number of observational researches (Batra & Ray, 1986; Lutz et al, 1983; MacKenzie & Lutz, 1989)
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
