A Study on the Influence of the Content Correlation of Inter-cut Creative Advertising in Net Plays on Consumers’ Purchase Intention

Zhuman Li ()
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Zhuman Li: Jincheng College, School of Literature and Media

A chapter in Proceedings of the 2024 International Conference on Applied Economics, Management Science and Social Development (AEMSS 2024), 2024, pp 616-624 from Springer

Abstract: Abstract Inter-cut creative advertising in net plays can enhance the product dissemination effects through vivid narrating of product stories and product image shaping. This study aims to research the influence of the content correlation of inter-cut creative advertising in net plays on consumers’ purchase intention. It is conducted based on the correlation principle in ROI theory from the perspective of positive emotion prediction. The empirical method was adopted to verify the hypothesis, with the positive emotion prediction as a mediator variable. The results of this study can provide a more scientifically grounded and practical strategic guidance for the industry.

Keywords: net play; inter-cut creative advertising; content correlation; positive emotion prediction (search for similar items in EconPapers)
Date: 2024
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DOI: 10.2991/978-2-38476-257-6_72

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