| Summary: | 碩士 === 佛光大學 === 傳播學系 === 101 === With the advancement of information technology, the audience of traditional mass media has migrated gradually to the Internet. In order to reach online users, especially the younger generations, marketers think of a new marketing technique, namely, the Micro-film Advertising, for their online campaigns. The emergence of Micro-film Advertising has major impact on traditional advertisements both in China and Taiwan and becomes the buzzword of marketing innovation. The purpose of this study is to take a deeper look into the form, content, and persuasive effectiveness of this new invention.
A content analysis of all product/service promotion films, forty five of them, from YouTube’s Micro-film channel was conducted. Results showed that average time length is 4 min 14 sec, and drama and romance are two major genres. In terms of narrative relevance and brand identification, the average placement prominence can be categorized as moderate.
Further, with transportation theory as theoretical foundation, six films have been selected for an online survey, with 541 college students as sample subjects, to test their persuasive effects. The results showed that transportation effect positively influences attitude toward the ad and brand, attitude toward the ad positively influences attitude toward the brand, and brand attitude is positively related to purchase intention.
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