Сonsumers attitude toward video advertising with memes
https://doi.org/10.38050/01300105202049
Abstract
Companies use humor and memes in advertising to speak the same language with consumers and improve communication. The meme is like a good joke: everyone understands it. Drawing on the study of 448 Russian consumers, the authors reveal the degrees of influence of such factors as entertainment, informativeness and irritation on the value of video advertising with memes. All the three factors influence the advertising value, with informativeness of advertising being of highest influence. The set of factors and degrees of influence depend on consumer’s readiness to accept innovations. The innovators are influenced by two factors out of three - informativeness and entertainment, where the latter influences the innovators most. Irritation has no influence on advertising value altogether. Advertising designers and companies can use the findings to predict the changes in advertising value based on the changes in the factors of advertising perception.
About the Authors
S. V. Alexandrovskiy
National Research University Higher School of Economics
Russian Federation
Russian Federation
Moscow
E. V. Zinchak
National Research University Higher School of Economics
Russian Federation
Russian Federation
Moscow
D. S. Kozyreva
National Research University Higher School of Economics
Russian Federation
Russian Federation
Moscow
E. N. Sofonova
National Research University Higher School of Economics
Russian Federation
Russian Federation
Moscow
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Review
For citations:
Alexandrovskiy S.V., Zinchak E.V., Kozyreva D.S., Sofonova E.N. Сonsumers attitude toward video advertising with memes. Moscow University Economics Bulletin. 2020;(4):181-195. (In Russ.) https://doi.org/10.38050/01300105202049
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