중국의 창의중차 광고효과 연구: 줄거리 연관성, 캐릭터 호감도, 웹드라마 몰입도, 브랜드 동일시를 중심으로

초록

This study focuses on the effectiveness of creative mid-roll ads—advertisements produced based on the plot, background, and characters of web dramas and executed during the playback of these dramas—in the recently emerging Chinese web drama advertising market. It aims to explore which characteristics of creative mid-roll ads influence their effectiveness. Based on relevant domestic and international literature, the study identifies plot relevance, character likability, web drama immersion, and brand identification as key antecedents of creative mid-roll ad effectiveness. It empirically verifies how these antecedents affect consumer responses to ads—such as ad intrusiveness, ad engagement, and purchase intention. According to the findings, first, it was confirmed that the relevance between the content of creative mid-roll ads and the web drama plot, likability of web drama characters, web drama immersion, and self-brand identification positively contribute to reducing perceived ad intrusiveness. Second, all three antecedents - excluding web drama immersion - positively affect ad engagement. Third, it was found that lower perceived ad intrusiveness enhances ad engagement, and higher ad engagement increases the intention to purchase the advertised product.

키워드