User engagement with consumer technology video ads on YouTube: A study of content analysis and experiment

Abstract

This study examined the relationships between product type, creative strategy, music and user engagement with consumer technology video ads on YouTube using both content analysis and experiment. The content analysis study (n = 300) found smartphone, software, and IoT were positively associated with number of views whereas music was negatively associated with number of views. Smartphone was positively associated with number of likes whereas music was negatively associated with number of likes. Ego and smartphone were positively associated with number of dislikes whereas printer and sensory were negatively associated with number of dislikes. The subsequent 2 (Product Type: Smartphone vs. Software) x 2 (Music: Absence vs. Presence) x 2 (Ego: Absence vs. Presence) between subject experiment (n = 159) found smartphone ads received higher disliking intention compared with software ads. Ads use the ego strategy received higher user engagement compared with ads use the non-ego strategy. A two-way interaction effect of music and product type on liking intention was obtained. Theoretical and practical implications were discussed.