ScholarWorks@숙명여자대학교

초록

Mobile video advertising has become one of the mainstream promotional approaches in thecontemporary marketing and thus companies’spending on this sector is expected to rise considerably. This study investigated what attributes mobile video advertising must have in order to increaseadvertising effectiveness. The effects of advertising intrusiveness and contextual congruity on brandrecall, advertising attitude, advertising avoidance, and behavioral intention were examined throughthe online experiment with the subject of 255 adults whose ages range from 20 to 39. Resultsindicate that contextual congrity had a significant effect on brand recall, whereas the effect of advertisingintrusiveness on brand recall was insignificant. Also, both advertising intrusiveness and contextualcongruity had significant effects on advertising attitude. Another significant result was found in theinteraction effect between advertising intrusiveness and contextual congruity on advertising avoidance. Based on several important findings from the present study, theoretical and practical implicationswere drawn and directions for future research were suggested.

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