Soundless Video Advertising and Purchase Decisions: An Experiment Study With and Without Sound

DOI

10.2991/assehr.k.210805.125How to use a DOI?

Keywords

Soundless Video Advertising, Purchase Decisions, Experimental Studies

Abstract

The increasing intensity of social media use is greatly utilized by business actors to advertise their products through social media. But it is estimated that between 82% - 94% of social media users watch videos without using their voice. This can affect the effectiveness of advertising on purchasing decisions. This research was conducted with the aim of testing the results when the audience watched the video with sound or without sound on purchasing decisions, seeing if there were differences in the results of exposure to the video, and testing whether the long duration of the video without sound was more successful than the short duration. To investigate this, the researcher used an experimental quantitative approach with a 2x4 factorial design. 140 respondents were taken randomly according to the criteria, using random assignment techniques to determine the research group. The theory used in this research is soundless video advertising, information processing theory, and purchasing decisions. The results showed that in general, there was no difference in exposure to silent advertisements with sound advertisements (product advertisement, talent advertisement, and horror trailers), except for comedy trailers. Also, it can be seen that long duration of silent videos are more successful than short duration videos in purchasing decisions.

Copyright

© 2021, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Febby Permata Oktavia
AU  - Sudarto Sudarto
AU  - Rezi Erdiansyah
PY  - 2021
DA  - 2021/08/08
TI  - Soundless Video Advertising and Purchase Decisions: An Experiment Study With and Without Sound
BT  - Proceedings of the International Conference on Economics, Business, Social, and Humanities (ICEBSH 2021)
PB  - Atlantis Press
SP  - 795
EP  - 799
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.210805.125
DO  - 10.2991/assehr.k.210805.125
ID  - Oktavia2021
ER  -