| Issue |
E3S Web Conf.
Volume 409, 2023
International Conference on Management Science and Engineering Management (ICMSEM 2023)
|
|
|---|---|---|
| Article Number | 03003 | |
| Number of page(s) | 12 | |
| Section | Data Science | |
| DOI | https://doi.org/10.1051/e3sconf/202340903003 | |
| Published online | 01 August 2023 | |
More Is Not Better: An Inverted U-Shaped Relationship Between Advertising Creative Strategies and Consumer Review Valence
1 School of Business, Sichuan University, Chengdu 610065, People’s Republic of China
2 Department of Marketing and E-Commerce, Sichuan University, Chengdu 610065, People’s Republic of China
3 Business School, The University of New South Wales, Sydney 2032, Australia
* e-mail: 763659431@qq.com
Since many companies choose to publish digital video advertisements with creative features on the Internet to promote new products. This study aims to examine the impact of the number of creative strategies (NCS) in adverting messages on consumer review valence and explore whether this impact varies by new product type (incrementally new products vs. really new products). Based on the method of content analysis and empirical analysis on 564 digital video advertisements published by six world-renowned electronic product brands from 2018 to 2019 on YouTube, this study draws three main conclusions: (1) whether new products belong to incremental new products (INPs) or really new products (RNPs), there is an inverted U-shaped relationship between NCS and consumer review valence; (2) the inflection point of NCS (INP) is greater than the inflection point of NCS (RNP) and (3) the maximum value of consumer response for INP is greater than that for RNP. This study not only provides a new theoretical perspective for NCS, but also contributes valuable guiding principles for designing the effective advertising creative strategies for new products.
Key words: Marketing / Consumer behavior / Consumer products / Polynomial regression / Nonlinear analysis
© The Authors, published by EDP Sciences, 2023
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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