Providing a model of emotional and rational appeals in video marketing based on social networks

Mohammadi, Moohan; Paslari, Payam; Moradpour, Saeed; Masjoodi, Sadegh

doi:10.22034/jvcbm.2024.446186.1328

Providing a model of emotional and rational appeals in video marketing based on social networks

Document Type : Original Article (Quantified)

Authors

Moohan Mohammadi ¹

payam paslari ²

saeed moradpour ³

sadegh masjoodi ⁴

¹ Department of Management, Qeshm Branch, Islamic Azad University, Qeshm, Iran.

² Department of Management, Bandar Abbas branch, Islamic Azad University, Bandar Abbas, Iran.

³ Department of financial Management, Bandar Abbas branch, Islamic Azad University, Bandar Abbas, Iran.

⁴ Neuroscience Research Center, Shiraz University of Medical Sciences, Shiraz, Iran

https://doi.org/10.22034/jvcbm.2024.446186.1328

Abstract

Abstract
The aim of the current research is to provide a model of emotional and rational appeals in video marketing based on social networks. According to its purpose, the research method is applicable, and descriptive in terms of data collection. The statistical population of the research includes 200 male and female students between the ages of 25 and 35, selected as a sample and exposed to two types of short-term video advertisement stimuli. The sampling method is random. Data was collected through a questionnaire. SPSS and PLS software were used in data analysis. In this study, through the structural equation approach, it was determined that there is a significant difference between emotional and rational appeals in "attracting" the attention of the audience to video advertisements, which depends on the type and intensity of the emotional or rational load used in content production, which have different effect in creating "behavioral conflict" in the target audience. Also, the effect of the attention-attracting variable was identified as a mediating variable in creating behavioral engagement.
Extended Abstract
Introduction
Video marketing or what is known as "Video Marketing" has occupied a major and important part of the world of content marketing and, accordingly, digital marketing (Stringfellow, 2017), and for this reason, it has attracted the attention of many researchers. The emergence of the Internet, as the top technology of the 80s, has significantly affected marketing and its sub-branches, especially video marketing (Sheldon, 2013), and one of these effects is the intersection of video marketing and social networks or Social Media (Luo et al, 2013).
Social media, which are equivalent to the term social networks in this study, are one of the most important known components that increasingly involve almost all aspects of human life, from education to business (Alalwan et al, 2017); despite the differences that Wikipedia has made between the network and social media (Bennett, 2013).
Many things have been mentioned about the importance of the impact of social media on marketing; for example, it has been stated that if the customer cannot first get help from the information available on social media to make a decision, then in the second step, he will go to search engines, and this shows the position of social media in the behavior leading to customer purchase (Jameel, 2023). For this reason, the function of various types of emotional and rational appeals as two key parameters in the effectiveness of video marketing in social networks will be the subject of this study, and we will try to find the answer to the question: Is there any significant difference between emotional and rational appeals in the effectiveness of video marketing or not?
Theoretical Framework
Attention in video marketing
"Attracting attention" is so important that researchers consider the goal of video marketing only to attract the attention of the audience and change his decision to continue watching (Arantes et al, 2018), and consider it as the main factor of competition in this type of marketing (Sheldon, 2013). For this reason, in this research, attracting attention was considered as the beginning of the process of creating effectiveness in video marketing.
Emotional and intellectual appeals
Several factors have been introduced in marketing as the factor to attract the attention of the audience, among which the role of emotional appeals can be mentioned as an important factor in attention (Melin, 2014). Excitement is one of the necessary elements to achieve attention in video marketing in such a way that "The customer's decision-making journey in video marketing begins with a video ad" (Maenhout, 2023), and only does positive emotions that affect the audience's attention, but negative stimuli also play an important role in attracting the viewer's attention (Vaish et al, 2008) (Rozin & Royzman, 2001).
The engagement
Crane & Sornette (2008) were the first people who introduced the term "engagement" in today's sense as a valuable tool for measuring the effectiveness of video marketing, in their definition: "audience engagement in video is a chance to share video and increase the number of visits" (Crane & Sornette, 2008).
Dong et al, (2023) investigated the four main factors of short branded video content (content matching, informational relevance, storytelling, and emotionality), customer engagement (likes, comments, and shares) as well as the moderating effect of publication time (morning). The experimental results show that the content characteristics of short videos significantly affect consumer engagement. In addition, the time of release of videos significantly moderated the relationship between emotionality of short videos and consumer engagement. Content posted in the morning increased the positive effect of warmth, excitement, and happiness on consumer engagement compared to content posted in the afternoon. The practical implications of the findings provide new insights for the dissemination of products and brand culture through short videos. The authors suggest that companies using brand videos consider content matching, informational relevance, storytelling, and emotionality in their design. Authenticity/value from a broader perspective; this study develops a new method to comprehensively evaluate short-brand video content based on four dimensions (content matching, informational relevance, storytelling, and emotional), examines and the value of these dimensions to create social media marketing.
Hosseini (2023) investigated the impact of video marketing and its various strategies on consumer behavior. The results showed that the experience of video marketing strategies does not have a significant effect on the behavior of Ramak dairy products consumers. Also, brand identity, advertising, usefulness of information, and service quality of video marketing strategies have a significant effect on the behavior of consumers of dairy products of the studied company. After presenting the results, suggestions and strategies are presented in the field of findings related to the research.
Research methodology
The research method is applicable in terms of purpose, and descriptive in terms of data collection. The statistical population of the research includes 200 male and female students between the ages of 25 and 35, selected as a sample and exposed to two types of short-term video advertisement stimuli. The sampling method is random. Data was collected through a questionnaire.
Research findings
SPSS and PLS software were used in data analysis. In this study, through the structural equation approach, it was determined that there is a significant difference between emotional and rational appeals in "attracting" the attention of the audience to video advertisements, which depends on the type and intensity of the emotional or rational load used in content production, which have different effect in creating "behavioral conflict" in the target audience. Also, the effect of the attention-attracting variable was identified as a mediating variable in creating behavioral engagement.
Conclusion
The present research was conducted with the aim of presenting the model of emotional and rational appeals in video marketing based on social networks with the approach of structural equations. The results of this research is aligned with the results of Dong et al, (2023), Asgharzadeh et al, (2023), Hosseini (2023), Zhuang (2022), Yazdani Kachuei et al, (2022), Taleghani et al, (2022), Sasanpour & Amini Lari (2021), Song et al, (2021), and Casais & Pereira (2021). Zhuang (2022) showed that screen mode, subtitles, and video title length significantly affect consumer engagement by influencing the central information processing pathway; and music and narration positively influence consumer engagement by functioning in the peripheral information processing pathway. This study contributes to the social media marketing and consumer engagement literature by uncovering the influencers for consumer engagement in the context of a brand's short-form video. More importantly, this study provides practical tactics for brands to create compelling videos to attract engagement and achieve marketing goals.
Thus, based on the findings of this study, it is suggested:
Firstly, to increase the effectiveness of video marketing programs, one should always be optimistic about the use of emotional appeals, although this appeal has a special relationship with many other factors, including demographics.
Secondly, although the use of emotional appeals is considered to be a kind of anchor and support point for the effectiveness of video advertisements, the abilities of rational appeals should not be neglected.

Keywords

Video marketing

social networks

effectiveness

emotional appeal

Subjects

Marketing and Brand Strategy

Asadollah, M., & Sanavifard, R., & Hamidizadeh, A. (2019). Introducing a New E-Banking Model Based on the Rise of FinTechs and Startups (A Case of a Private Bank In Iran). Journal of Technology Development Management, 7(2), 195-248. doi: 10.22104/jtdm.2019.3508.2214. (In Persian).

Aichner, T., & Grünfelder, M., & Maurer, O., & Jegeni, D. (2021). Twenty-five years of social media: a review of social media applications and definitions from 1994 to 2019. Cyberpsychology, behavior, and social networking, 24(4), 215-222. https://doi.org/10.1089/cyber.2020.0134

Alalwan, A., & Rana, N.P., & Dwivedi YK. (2017) Social media in marketing: A review and analysis of the existing literature. Telematics and Informatics. 34(7): 1177-1190 DOI:10.1016/j.tele.2017.05.008

Arantes, M., & Figueiredo, F., & Almeida, J. M., & Prates, R. O. (2018, October). An investigation of user actions and experiences when exposed to YouTube video ads. In Proceedings of the 24th Brazilian Symposium on Multimedia and the Web (pp. 283-290). DOI:10.1145/3243082.3243107

Ariel, Y., & Avidar, R. (2015). Information, interactivity, and social media. Atlantic Journal of Communication, 23(1), 19-30.

Arora, P. (2021). Video Engagement Rate. MetricHQ. Retrieved August 13, 2022, from https://www.klipfolio.com/metrics/marketing/video-engagement-rate

Asgharzadeh, S. A., & Rouholamini, M., & Masoumi, S., & Kiapour, A. (2023). Presenting a qualitative model of the use of social media influencers in the behavior of consumers in the luxury cosmetics industry. Journal of value creating in Business Management, 3(3), 85-107. doi: 10.22034/jvcbm.2023.412373.1161. (in Parsean)

Barasch, A., & Zauberman, G., & Diehl, K. (2018), “How the intention to share can undermine enjoyment: Photo-taking goals and evaluation of experiences”, Journal of Consumer Research, Vol. 44 No. 6, pp. 1220-1237

Bennett, S. (2013, September 20). 45 amazing social media facts, figures & statistics. Retrieved from http://www.mediabistro.com/alltwitter/45-socialmedia-stats_b49582.

Boman, K., & Raijonkari, K. (2017). Online Video as a Marketing Tool: A quantitative survey on video marketing habits.

Casais, B., & Pereira, A. C. (2021). The prevalence of emotional and rational tone in social advertising appeals. RAUSP Management Journal, 56(3), 282–294. https://doi.org/10.1108/rausp-08-2020-0187

Cetin, U., & Bingol, H.O. (2014) Attention competition with advertisement. Physical Review E 90(3):032801

Cohen, J. (2013). Statistical power analysis for the behavioral sciences. Academic press. https://doi.org/10.4324/9780203771587

Crane, R. & Sornette, D. (2008) Viral, Quality, and junk videos on YouTube: Separating content from noise in an information-rich environment. In Proceedings of the AAAI Spring Symposium, 2008

DeNardis, L. (2014). The social media challenge to Internet governance. In M. Graham & W. H. Dutton (Eds.), Society and the Internet: How information and social networks are changing our lives (pp. 348–359). Oxford, UK: Oxford University Press.

Dijkstra, T. K., & Henseler, J. (2015). Consistent partial least squares path modeling. MIS quarterly, 39(2), 297-316. DOI:10.25300/MISQ/2015/39.2.02

Dong, X., & Liu, H., & Xi, N., & Liao, J., & Yang, Z. (2023). Short video marketing: what, when and how short-branded videos facilitate consumer engagement. Internet Research.

Dwivedi, Y. K., & Ismagilova, E., & Hughes, D. L., & Carlson, J., & Filieri, R., & Jacobson, J., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. DOI:10.1016/j.ijinfomgt.2020.102168

Evans, D., & Bratton, S., & McKee, J. (2021). Social media marketing. AG Printing & Publishing.

Filo, K., & Lock, D., & Karg, A. (2015). Sport and social media research: A review. Sport Management Review, 18(2), 166-181.

Fornell, C., & Larcker, D. F. (1981). Evaluating structural equation models with unobservable variables and measurement error. Journal of marketing research, 18(1), 39-50.

Guo, Y., & Lu, Z., & Kuang, H., & Wang, C. (2020). Information avoidance behavior on social network sites: Information irrelevance, overload, and the moderating role of time pressure. International Journal of Information Management, 52, 102067. DOI:10.1016/j.ijinfomgt.2020.102067

Yui H., & Kunwoo P., Su Jung, K., & Jungseock, J., & Meeyoung C. (2021). Automatically Detecting Image–Text Mismatch on Instagram with Deep Learning, Journal of Advertising, DOI: 10.1080/00913367.2020.1843091Hacking, I. (1979). What is logic?. The journal of philosophy, 76(6), 285-319.

Hosseini, S.M.J. (2023). Investigating different video marketing strategies on the behavior of Digikala online store customers, the 14th International Conference on Recent Advances in Industrial Engineering and Management, https://civilica.com/doc/1701739. (in Parsean)

Hu, X., & Chen, Z., & Davison, R. M., & Liu, Y. (2022). Charting consumers' continued social commerce intention. Internet Research, 32(1), 120-149. DOI:10.1108/INTR-07-2020-0397

Huang, R. (2019). Research on Audience Engagement in Film Marketing--Taking the film as the Case.

Jaakkola, E., & Alexander, M. (2014). The role of customer engagement behavior in value co-creation: A service system perspective. Journal of Service Research, 17(3), 247–261. https://doi.org/10.1177/1094670514529187

Jameel, H. B. J. (2023) THE BUYING BEHAVIOR OF TURKISH CONSUMERS ON DIGITAL PLATFORMS AND THEIR USE OF SOCIAL MEDIA.DOI: https://www.doi.org/10.56726/IRJMETS40995

Korfiati, A. M. (2022). Exploring the impact of increased use of social media on business digital marketing.

Kujur, F., & Singh, S. (2018). Emotions as predictor for consumer engagement in YouTube advertisement. Journal of Advances in Management Research. DOI: 10.1108/JAMR-05-2017-0065

Lowry, P. B., & Gaskin, J. (2014). Partial least squares (PLS) structural equation modeling (SEM) for building and testing behavioral causal theory: When to choose it and how to use it. IEEE transactions on professional communication, 57(2), 123-146. DOI:10.1109/TPC.2014.2312452

Luo, L., & Wang, Y., & Han, L. (2013). Marketing via social media: a case study. Library Hi Tech, 31(3), 455-466. DOI:10.1108/LHT-12-2012-0141

Maenhout, W. (2023) LENGTH DOES MATTER: THE EFFECTIVENESS OF LONG-FORM VERSUS SHORT-FORM VIDEO MARKETING ACCORDING TO ADVERTISING CONTEXT AND VIEWER AGE.

Malik, P., & Khurana, M., & Tanwar, R. (2022). Digital Marketing: Transforming the Management Practices. In Transforming Management with AI, Big-Data, and IoT (pp. 99-125). Cham: Springer International Publishing. DOI:10.1007/978-3-030-86749-2_6

Melin, E. (2014), “Big opportunity for social media campaigns with emotional appeal”, March 18, available at: www.socialmediatoday.com/content/big-opportunity-social-media-campaignsemotional-appeal (accessed September 24, 2016).

Mollen, A., & Wilson, H. (2010). Engagement, telepresence and interactivity in online consumer experience: Reconciling scholastic and managerial perspectives. Journal of Business Research, 63(9–10), 919–
925. DOI:10.1016/j.jbusres.2009.05.014

Nunnally, J. C., & Bernstein, I. H. (1994). The assessment of reliability. Psychometric Theory, 3 (1), 248-292.

Olenski, S. (2016), “How brands should use celebrities for endorsements”, Forbes, July 20, pp. 1-2,
available at: www.forbes.com/sites/steveolenski/2016/07/20/how-brands-should-use-celebritiesfor-endorsements/#73fc5acd5593 (accessed July 18, 2017)

Park, D., & Lee, J., & Han, I. (2007). The Effect of On-Line Consumer Reviews on Consumer Purchasing Intention: The Moderating Role of Involvement. International Journal of Electronic Commerce, 11(4), 125-148. DOI:10.2753/JEC1086-4415110405

Rozin, P., & Royzman, E.B. (2001). Negativity bias, negativity dominance, and contagion. Pers. Soc. Psychol. Rev. 5(4), 296–320 (2001) DOI:10.1207/S15327957PSPR0504_2

Salasbila, I. E., & Ramdhan, D. (2022). Influence of Tiktok marketing content and halal awareness on purchasing decisions with BPOM attributes as intervening. International Journal of Education, Information Technology, and Others, 5(1), 92-101. DOI: 10.5281/zenodo.6578761

Sasanpour, M., & Amini Lari, M. (2021). Analysis of the impact of video marketing and its different strategies on consumer behavior (case study: Ramek Dairy Company). Advertising and Sales Management Quarterly, Volume: 2, Number: 1, https://civilica.com/doc/1228619. (in Parsean)

Salunke, P., & Jain, V. (2022). Instagram marketing (2015–2021): A review of past trends, implications, and future research. Exploring the latest trends in management literature, 129-146. https://doi.org/10.1108/S2754-586520220000001007

Schubert, E. (1999). Measuring emotion continuously: Validity and reliability of the two‐dimensional emotion‐space. Australian Journal of Psychology, 51(3), 154-165.

Sheldon, D. D. (2013). How the Internet has revolutionized video marketing.

Sideridis, G., & Simos, P., & Papanicolaou, A., & Fletcher, J. (2014). Using structural equation modeling to assess functional connectivity in the brain: Power and sample size considerations. Educational and psychological measurement, 74(5), 733-758. doi: 10.1177/0013164414525397

Song, S., & Zhao, Y.C., & Yao, X., & Ba, Z. & Zhu, Q. (2021), “Short video apps as a health information source: an investigation of affordances, user experience and users' intention to continue the use of TikTok”, Internet Research, Vol. 31 No. 6, pp. 2120-2142. doi: 10.2196/28318

Steenkamp, M., & Hyde-Clarke, N. (2014). The use of Facebook for political commentary in South Africa. Telematics and Informatics, 31, 91–97. DOI:10.1016/j.tele.2012.10.002

Stringfellow, A. (2017). What is Video MArketing? Benefits, Challenges and Best Practices for a Successful Video Marketing Campaign. https://www.ngdata.com/what-is-video-marketing/: NG DATA.

Tafesse, W. (2020). YouTube marketing: how marketers' video optimization practices influence video views. Internet research, 30(6), 1689-1707.

Taleghani, M., & Saidi, H., & einy, A. (2022). The Role of Marketing Efforts through Social Media and Brand Equity on Customer Reaction (Case Study: Hakopian Clothing Industry). Journal of value creating in Business Management, 2(1), 137-157. doi: 10.22034/jvcbm.2024.313785.1007. (in Parsean)

Tellis, G. J., & MacInnis, D. J., & Tirunillai, S., & Zhang, Y. (2019). What drives virality (sharing) of online digital content? The critical role of information, emotion, and brand prominence. Journal of Marketing, 83(4), 1-20. DOI:10.1177/0022242919841034

Tilak, G. (2023). IMPACT OF SUSTAINABILITY ON SOCIAL MEDIA. The Online Journal of Distance Education and e-Learning, 11(2).

Torres, A., & Pilar, P., & Santos, J. D., & Pereira, I. V., & Pires, P. B. (2023). Analyzing Driving Factors of User-Generated Content on YouTube and Its Influence on Consumers Perceived Value. In Marketing and Smart Technologies: Proceedings of ICMarkTech 2022, Volume 2 (pp. 683-696). Singapore: Springer Nature Singapore. DOI:10.1007/978-981-19-9099-1_47

Vaish, A., & Grossmann, T., & Woodward, A. (2008). Not all emotions are created equal: the negativity bias
in social-emotional development. Psychol. Bull. 134(3), 383–403 (2008) doi: 10.1037/0033-2909.134.3.383

Vermot-Gauchy, L. (2021, January 19). Vidéo Marketing. Audrey Tips. Retrieved October 15, 2021 from https://audreytips.com/glossaire-web/video-marketing/

Wells, W. H. (2011). Social media and social networking: What's the difference? Accessed from http://www.williamhwells.com/2011/06/18/socialmedia-and-socialnetworking-whats-the-difference (Accessed on 28 February
2016).

Yang, H. C., & Wang, Y. (2015). Social sharing of online videos: Examining American consumers’ video sharing attitudes, intent, and behavior. Psychology & Marketing, 32(9), 907-919. DOI:10.1002/mar.20826

Yazdani Kachuei, Z., & korhani, M., & kosari, A. (2022). Investigating the effect of social media marketing on brand loyalty with the mediating role of trust and brand equity(Case study: Bank Mellat Isfahan branches). Journal of value creating in Business Management, 1(2), 39-57. doi: 10.22034/jbme.2022.332561.1016. (in Parsean)

Yoon, S. H., & Lee, S. H. (2022). What Likeability Attributes Attract People to Watch Online Video Advertisements?. Electronics, 11(13), 1960. https://doi.org/10.3390/electronics11131960

You, Z., & Yuan, Y. (2021, September). An Empirical Analysis of Rational and Emotional Appeal Design Strategies in Short Video Advertising. In 2021 5th Annual International Conference on Data Science and Business Analytics (ICDSBA) (pp. 172-179). IEEE.

Yüksel, H. F. (2016). Factors affecting purchase intention in YouTube videos. The Journal of Knowledge Economy & Knowledge Management, 11(2), 33-47.

Zhai, L., & Yin, P., & Li, C., & Wang, J., & Yang, M. (2022). Investigating the Effects of Video-Based E-Word-of-Mouth on Consumers’ Purchase Intention: The Moderating Role of Involvement. Sustainability, 14(15), 9522. https://doi.org/10.3390/su14159522

Zhuang, Y. (2022). What Makes Brand TikTok Videos Engaging? An Elaboration Likelihood Model Perspective. http://hdl.handle.net/10222/82123