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The effect of emotion in thumbnails and titles of video clips on pre-roll advertising effectiveness

Authors
Li, YilingKim, Hye-jinDo, BoramChoi, Jeonghye
Issue Date
Nov-2022
Publisher
ELSEVIER SCIENCE INC
Citation
JOURNAL OF BUSINESS RESEARCH, v.151, pp.232 - 243
Journal Title
JOURNAL OF BUSINESS RESEARCH
Volume
151
Start Page
232
End Page
243
URI
https://yscholarhub.yonsei.ac.kr/handle/2021.sw.yonsei/6317
DOI
10.1016/j.jbusres.2022.06.051
ISSN
0148-2963
Abstract
Despite the proliferation of pre-roll advertising, there is minimal research on the effects of surrounding elements of video clips - such as thumbnail images, title texts, and emoticons - on pre-roll advertising effectiveness. Drawing from emotion theories and dual coding theory, we propose that valence in thumbnail images and in title texts have different effects on pre-roll advertising effectiveness, and the effects are differently moderated by emoticons in video title texts. Analyses of behavioral data on video clips and pre-roll advertisement show that negative valence in thumbnail images has a negative effect on pre-roll advertising effectiveness whereas negative valence in title texts has a positive effect on pre-roll advertising effectiveness. We further find that emoticons moderate the effects of positive and negative valence in both thumbnail images and title texts. Our findings make theoretical contributions, and provide practical insights for advertisers, video clip providers, and online video platform managers.
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