東華大學圖書館 |

語系: 繁體中文

說明(常見問題)

回圖書館首頁

手機版館藏查詢

登入

回首頁

切換: 標籤 | MARC模式 | ISBD

FindBook

Google Book

Amazon

博客來

The Effect of Emotional Intensity, Arousal, and Valence on Online Video Ad Sharing.

紀錄類型:	書目-電子資源 : Monograph/item
正題名/作者:	The Effect of Emotional Intensity, Arousal, and Valence on Online Video Ad Sharing./
作者:	Choi, Chang Won.
出版者:	Ann Arbor : ProQuest Dissertations & Theses, : 2022,
面頁冊數:	149 p.
附註:	Source: Dissertations Abstracts International, Volume: 84-01, Section: A.
Contained By:	Dissertations Abstracts International84-01A.
標題:	Mass communications. -
電子資源:	http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28967837
ISBN:	9798834078920

The Effect of Emotional Intensity, Arousal, and Valence on Online Video Ad Sharing.
Choi, Chang Won.

The Effect of Emotional Intensity, Arousal, and Valence on Online Video Ad Sharing. - Ann Arbor : ProQuest Dissertations & Theses, 2022 - 149 p.

Source: Dissertations Abstracts International, Volume: 84-01, Section: A.

Thesis (Ph.D.)--University of South Carolina, 2022.

This item must not be sold to any third party vendors.

This dissertation examines the effect of emotional factors, such as pleasure, arousal, and intensity, on online video ad sharing. Previous studies found that the emotions evoked by online video ads could influence consumers' ad sharing intentions. However, it remains uncertain which emotional factors trigger ad sharing behavior. Some researchers argue that positive or high-arousal emotions (e.g., excitement) exert greater influence on ad sharing than negative or low-arousal emotions (e.g., sadness). However, these studies do not explain why video ads that evoke low-arousal or unpleasant emotions are also widely shared on social media. Based on the theory of social sharing of emotion and the emotion regulation theory, this research proposes that emotional intensity is a critical factor influencing ad sharing. This dissertation has two research objectives: (a) to examine the underlying mechanism of how emotional factors influence consumers' intention to share online video ads and (b) to investigate if the relationships between emotional factors and ad sharing intention can be applied to ad-sharing behavior in a real social media setting. More specifically, the first objective is to investigate the effects of emotional factors, including intensity, arousal, and pleasure, on ad sharing intention through self-expression, social interaction, altruism, and entertainment motives. The second objective is to examine if expressed emotions in YouTube comments can predict the number of shares in a real social media setting.To achieve these research objectives, this research adopted a methodological triangulation approach using self-report survey data (in Study 1) and social media data (in Study 2). The results of the two studies suggest that emotional intensity is the most critical factor influencing online video ad sharing. Also, Study 1 showed that the indirect effect of emotional intensity on online video ad sharing intention mediated by social interaction was greatest. Emotional arousal positively influenced consumers' intention to share online video ads (in Study 1) but did not affect real sharing behaviors (in Study 2). The effect of emotional pleasure was not significant in both studies. This research contributes to the expansion of viral advertising research by proposing emotional intensity as a critical factor influencing online video ad sharing.

ISBN: 9798834078920Subjects--Topical Terms:

3422380
Mass communications.
Subjects--Index Terms:

Emotional intensity

The Effect of Emotional Intensity, Arousal, and Valence on Online Video Ad Sharing.
LDR:03551nmm a2200385 4500 001 2352535
005 20221128104011.5
008 241004s2022 ||||||||||||||||| ||eng d
020 $a 9798834078920
035 $a (MiAaPQ)AAI28967837
035 $a AAI28967837
040 $a MiAaPQ $c MiAaPQ
100 1 $a Choi, Chang Won. $3 3692172
245 1 4 $a The Effect of Emotional Intensity, Arousal, and Valence on Online Video Ad Sharing.
260 1 $a Ann Arbor : $b ProQuest Dissertations & Theses, $c 2022
300 $a 149 p.
500 $a Source: Dissertations Abstracts International, Volume: 84-01, Section: A.
500 $a Advisor: Wu, Linwan.
502 $a Thesis (Ph.D.)--University of South Carolina, 2022.
506 $a This item must not be sold to any third party vendors.
520 $a This dissertation examines the effect of emotional factors, such as pleasure, arousal, and intensity, on online video ad sharing. Previous studies found that the emotions evoked by online video ads could influence consumers' ad sharing intentions. However, it remains uncertain which emotional factors trigger ad sharing behavior. Some researchers argue that positive or high-arousal emotions (e.g., excitement) exert greater influence on ad sharing than negative or low-arousal emotions (e.g., sadness). However, these studies do not explain why video ads that evoke low-arousal or unpleasant emotions are also widely shared on social media. Based on the theory of social sharing of emotion and the emotion regulation theory, this research proposes that emotional intensity is a critical factor influencing ad sharing. This dissertation has two research objectives: (a) to examine the underlying mechanism of how emotional factors influence consumers' intention to share online video ads and (b) to investigate if the relationships between emotional factors and ad sharing intention can be applied to ad-sharing behavior in a real social media setting. More specifically, the first objective is to investigate the effects of emotional factors, including intensity, arousal, and pleasure, on ad sharing intention through self-expression, social interaction, altruism, and entertainment motives. The second objective is to examine if expressed emotions in YouTube comments can predict the number of shares in a real social media setting.To achieve these research objectives, this research adopted a methodological triangulation approach using self-report survey data (in Study 1) and social media data (in Study 2). The results of the two studies suggest that emotional intensity is the most critical factor influencing online video ad sharing. Also, Study 1 showed that the indirect effect of emotional intensity on online video ad sharing intention mediated by social interaction was greatest. Emotional arousal positively influenced consumers' intention to share online video ads (in Study 1) but did not affect real sharing behaviors (in Study 2). The effect of emotional pleasure was not significant in both studies. This research contributes to the expansion of viral advertising research by proposing emotional intensity as a critical factor influencing online video ad sharing.
590 $a School code: 0202.
650 4 $a Mass communications. $3 3422380
650 4 $a Rhetoric. $3 516647
650 4 $a Web studies. $3 2122754
653 $a Emotional intensity
653 $a Arousal
653 $a Valence
653 $a Online video
653 $a Ad sharing
690 $a 0708
690 $a 0646
690 $a 0338
690 $a 0681
710 2 $a University of South Carolina. $b Journalism and Mass Communications. $3 1677364
773 0 $t Dissertations Abstracts International $g 84-01A.
790 $a 0202
791 $a Ph.D.
792 $a 2022
793 $a English
856 4 0 $u http://pqdd.sinica.edu.tw/twdaoapp/servlet/advanced?query=28967837