| dc.contributor.author | van Langenberghe, Anina Noelle Kool | |
| dc.contributor.author | Calderon, Sergio Daniel Prin | |
| dc.date.accessioned | 2018-01-10T08:46:51Z | |
| dc.date.available | 2018-01-10T08:46:51Z | |
| dc.date.issued | 2017 | |
| dc.identifier.uri | http://hdl.handle.net/11250/2476575 | |
| dc.description | Masteroppgave(MSc) in Master of Science in Strategic Marketing Management - Handelshøyskolen BI, 2017 | nb_NO |
| dc.description.abstract | This study investigates the effect of online video advertising on brand recall
across online video platforms. The platforms included in the study are an online
news-streaming platform, an online television-streaming platform, and an online
video-sharing platform. In addition, we test the effects that frequency of ad
exposure, satisfaction with the viewing experience, previous exposure to the
platform, and age have on brand recall, which is measured by using unaided,
aided, and extra aided recall scenarios. Online video-sharing platforms have a
significantly stronger effect on aided and extra aided brand recall than online
news-sharing platforms, implying that, in order to recall the advertised brand on
an online video-sharing platform, additional brand triggers are required.
Satisfaction has a significant but negative impact on all three brand recall
scenarios, indicating that the more the viewer is immersed in the viewing
experience, the less they will be able to recall the brand. | nb_NO |
| dc.language.iso | eng | nb_NO |
| dc.publisher | BI Norwegian Business School | nb_NO |
| dc.subject | Strategic marketing management | nb_NO |
| dc.title | A cross-platform study of brand recall in online video advertising | nb_NO |
| dc.type | Master thesis | nb_NO |
