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Entrancing Ourselves with YouTube: Emotion-producing Practices Amplify the Impact of Branded Video

Big Ideas in Public Relations Research and Practice

ISBN: 978-1-83867-508-0, eISBN: 978-1-83867-507-3

Publication date: 3 October 2019

Abstract

This chapter begins with an exploratory approach to understanding how online branded video results in positive impressions among viewers. Scholars have examined the characteristics of videos that contribute to their appeal (e.g. Ashley & Tuten, 2015; Berger & Milkman, 2012; Botha & Reyneke, 2013; Dafonte-Gomez, 2014; Southgate, Westoby, & Page, 2010). Separate strands of literature have identified social practices and emotions likely to influence the perceptions of branded content. This chapter bridges the gap between those two strands by asking which social practices produce the emotions that lead to greater enjoyment of a video. Using a series of multiple regressions, we constructed a path analysis model linking key social practices and emotions that lead to positive evaluations of branded videos. The model provides strategic direction for the makers of online branded video.

Keywords

Citation

De Blasio, G.G., Mazerant, K. and Scharlott, B. (2019), "Entrancing Ourselves with YouTube: Emotion-producing Practices Amplify the Impact of Branded Video", Big Ideas in Public Relations Research and Practice (Advances in Public Relations and Communication Management, Vol. 4), Emerald Publishing Limited, Leeds, pp. 39-56. https://doi.org/10.1108/S2398-391420190000004004

Publisher

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Emerald Publishing Limited

Copyright © 2019 Emerald Publishing Limited