Clickbait: Advertising with a Quality Bait
| Autor: | LIN, YU-DE, 林育德 |
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| Rok vydání: | 2018 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 106 Clickbait is inevitable to be used in nowadays online advertising. However, its effect and how it is perceived by viewers have not been well studied. The present study aims to provide guidelines to help advertisers and content providers utilize such technique to attract viewers without disappointing them. A model is proposed to explain the effect of clickbait on ad attitude based on the expectation-disconfirmation theory and the incongruity-resolution model of humor. How the incongruity caused by clickbait influences the viewer's satisfaction and attitude toward the ad and how incongruity resolution moderates this influence are investigated. Then an experiment is conducted to collect data and test the proposed model. To our knowledge, it is the first study to systematically understand viewers’ reactions to clickbait advertisements. The results show that incongruity between ad headline and content can generate surprise and happiness that leads to favorable ad effectiveness. The viewers react with more happiness if the incongruity can be resolved. The research findings can provide guidelines for designing the combinations of clickbait headline and content. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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