How Branded Videos Can Inspire Consumers and Benefit Brands: Implications for Consumers’ Subjective Well-Being

Abstract

This article proposes and tests a dual-route and dual-effect model to explain the ways in which branded videos can inspire consumers and thereby produce further effects. Inspiration entails both being-inspired-by and being-inspired-to routes. Through a persuasion effect, derived from the be-inspired-by route, inspiring branded videos motivate consumers to find meaning in life. In turn, they feel gratitude for such inspiring content and its source, which leads to more favorable video and brand attitudes and a more positive persuasion effect. Through a personal growth effect, derived from the be-inspired-to route, inspiring branded videos motivate consumers to appreciate the meaning of life. In turn, they seek out important personal goals and enter into a high hope state, which benefits their subjective well-being. The findings of three studies support this proposed model, in which inspiring, self-transformative branded videos evoke positive outcomes for both consumers and brands.

Additional information

Funding

This research was funded by grants (105-2410-H-004-105-SS3 and 108-2410-H-004-180-SS3) from the Ministry of Science and Technology in Taiwan.