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Journal of Promotion Management Volume 19, 2013 - Issue 5
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Articles

How to Influence the Brand Attitude of the Audience by Micro-Films

Hueiju Yu Chinese Culture University, Taipei, Taiwan
&
Yu-Ting Chang National Taiwan University of Science and Technology, Taipei, Taiwan
Pages 674-686 | Published online: 14 Nov 2013
 
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Abstract

Internet media is widely spread and able to instantly share messages. This feature accelerates the prevalence of using micro-film as a compelling tool for branding. Based on the storytelling theory of emotional responses, sympathy and empathy, and the persuasion theory of elaboration likelihood model, this study develops hypotheses to test the relationship between the storytelling power embedded in micro-films on brand attitude and the moderating effect of cognitive involvement on the overall effect. The data collected from YouTube users in Taiwan has confirmed the positive relationship between sympathy and empathy on brand attitude, and the moderating effect of cognitive involvement. Implications are discussed.

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