In the present-day digital world, the importance of effective video marketing is a staple for success. Key elements such as triggers and media richness are utilized to capture the behavioral intentions of consumers.
Ari Alamaki, Juho Pesonen, and Amir Dirin examined the effects of consumers’ behavioral intentions after watching a service marketing video, and which of these consumers were affected most based on the different types of marketing videos. Recall rate, satisfaction, and behavioral intentions were measured and compared to determine which was most important in triggering an action from the consumer. The main goal of the study was to determine whether having the right message or the right audience was more important.
There were 123 total research participants which consisted of college students who enjoy outdoor tourism services. These students were split into 3 equal groups and were shown similar videos with minor edits in regard to instruction, decoration, and seduction.
The results confirmed that each group had a similar interest in canoeing (p<.05) therefore, the authors were able to focus on the video as the change agent. The data analysis also confirmed that participants had increased interest and likelihood to participate in canoeing services after watching the instructional videos. The results also showed that the more participants like a video the more likely they are to recall and act on it.
“For practitioners, it is more important to reach the right audience with the right storyline than just to design high-quality but generic video content,” the authors concluded.
Alamäki, A., Pesonen, J. & Dirin, A. (2020). Triggering effects of mobile video marketing in nature tourism: Media richness perspective. Information Processing and Management, 56(3), 756–770. DOI: 10.1016/j.ipm.2019.01.003