The Effect of Ad Authenticity on Advertising Value and Consumer Engagement: A Case Study of COVID-19 Video Ads

This study explored the role of ad authenticity in influencing consumers' ad evaluations and their engagement intention in the context of COVID-19 video advertising. Results showed that aside from informativeness and entertainment, three dimensions of ad authenticity-brand essence, realistic pl...

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Bibliographic Details
Published inJournal of interactive advertising Vol. 22; no. 2; pp. 178 - 186
Main Authors Jiang, Mengtian, Yang, Jing, Joo, Eunsin, Kim, Taeyoung
Format Journal Article
LanguageEnglish
Published Routledge 04.05.2022
Subjects
Ad authenticity
ad value
consumer engagement
COVID-19 advertising
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Summary:This study explored the role of ad authenticity in influencing consumers' ad evaluations and their engagement intention in the context of COVID-19 video advertising. Results showed that aside from informativeness and entertainment, three dimensions of ad authenticity-brand essence, realistic plot, and message credibility-were positively related to consumers' evaluation of ad value, which further increased ad attitude and social media engagement intention. Interestingly, a realistic plot was the strongest predictor of advertising value, with informativeness as the weakest predictor. Our findings suggest that such a shift of emphasis on content-specific ad authenticity would increase the effectiveness of pandemic-related brand communication on social media. Implications, limitations, and future research directions are discussed.
ISSN:1525-2019
1525-2019
DOI:10.1080/15252019.2022.2035282