The effect of the motion attributes of spokes-characters on app launch pages on brand memory
Bibliographic Data
| ID | 12420967 |
|---|---|
| Authors | Ning Zhang (0000-0002-6318-6303, Shenzhen University, corresponding author), Liya Zhu (0000-0001-5381-2588, Nankai University) |
| Year | 2023 |
| Volume | 34 |
| Issue | 4 |
| Pages | 1145-1164 |
| Publication date | 2023-05-25 |
| Open Access | Yes |
| Type | ARTICLE |
| Venue | Internet Research (JOURNAL) |
| Journal identifiers | ISSN: 1066-2243 • E-ISSN: 2054-5657 |
| Publisher | Emerald Publishing Limited (PUBLISHER • GB) |
| DOI | 10.1108/intr-10-2021-0735 |
| OpenAlex | W4378229459 |
| Language | EN |
| References cited | 45 |
Purpose The use of brand slogans that represent brand concepts on app launch pages can improve user brand impressions. The purpose of this paper is to investigate the impact of using animated or static spokes-characters with brand slogans on app launch pages. Design/methodology/approach Using the theory of attention selection, the authors conducted two experiments to study the boundary and mediation path of the influence of the motion attributes of spokes-characters (static vs animated) on brand memory based on app launch time (3 s vs 5 s), user engagement with spokes-characters and the level of attention to brand slogans. Findings Study 1 explores the effect of the interaction between launch time and the motion attributes of spokes-characters on brand memory. The results show that when the launch time of the app is 3 s, the advertisement memory effect of using a static spokes-character is better than that of using an animated spokes-character; when the launch time of the app is 5 s, the advertisement memory effect of using an animated spokes-character is better than that of using a static spokes-character. Study 2 shows that user engagement with spokes-characters and the level of attention given to brand slogans play a continuous mediating role in the effect of the interaction between launch time and the motion attributes of spokes-characters on brand memory. Originality/value This paper contributes to the marketing literature by expanding the knowledge of spokes-characters and animated visual images, providing new insights for future research
Advertising · Brand management · Business · Character (mathematics · Mediation · Motion (physics · Originality · Sociology · Color perception and design · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Mathematics · Psychology · Social Psychology · Artificial Intelligence
The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness
Emotional Contagion
G*Power 3
SPSS and SAS procedures for estimating indirect effects in simple mediation models
The Assessment of User Engagement with eHealth Content
Subjective vs. Objective Time Measures
The Crossmodal Effect of Attention on Preferences
Defining Trade Characters and Their Role In American Popular Culture
A power primer
How Long Did I Wait? The Effect of Construal Levels on Consumers' Wait Duration Judgments
| Highly cited | No |
|---|