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All Journal JAM : Jurnal Aplikasi Manajemen Journal of Economic, Bussines and Accounting (COSTING) AFEBI Management and Business Review Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Inobis: Jurnal Inovasi Bisnis dan Manajemen Indonesia Jurnal Manajemen dan Usahawan Indonesia
Yeshika Alversia
Department Of Management, Faculty Of Economics Universitas Indonesia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Industrial & Manufacturing Engineering Social Sciences

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Journal : Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan

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Factors influencing consumer attitudes towards web series content marketing Allicia Deana Santosa; Yeshika Alversia; Mira Rahmawati
Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan Vol. 4 No. Spesial Issue 5 (2022): Fair Value: Jurnal Ilmiah Akuntansi dan Keuangan
Publisher : Departement Of Accounting, Indonesian Cooperative Institute, Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (396.283 KB) | DOI: 10.32670/fairvalue.v4iSpesial Issue 5.2124

Abstract

Content marketing is growing and nowadays many companies and brands create short movies/series as their content marketing strategies and this practice is becoming a trend. Unfortunately, there’s a lack of research on short movies/series as a content marketing tool since it is a new trend, previous research for a product/brand in a movie is research on product placement. Thus to fill in the research gap, the present study examines the factors influencing consumer attitudes towards the short movie/series created by a company to shed the light on short movies/series as content marketing. The population in this study is comprised of social media users who have watched short movies/series created by a brand as an ad.  225 respondents were selected using a non-probability sampling and main data were collected through a self-administered online questionnaire which was distributed for Indonesian social media users. Structural equation modeling has been used to analyze the data.  The results indicate that narrative enjoyment and attitudes toward the actor positively affect attitudes toward the short movie/series. Persuasion awareness negatively influences attitudes toward the short movie/series and attitudes toward the brand. Attitudes toward the short movie/series positively affect attitudes toward the brand. These findings are expected to contribute to content marketing literature and are useful to managers, marketers, and business people utilizing online media.
Co-Authors Allicia Deana Santosa Cicilia Kusnadi Classica Harsya Nawastha Effly Juvita Andarini Gita Gayatri Klareza Putri Djajadiwangsa Larasati Chandra Githa Purnamaningrum Mira Rahmawati Rifelly Dewi Astuti Rizky Wijayanti