숏폼 광고가 MZ세대의 제품 구매 의도에 미치는 영향 연구

초록

This study examines the expansion of the short-form advertising market and its repercussions, with a particular focus on the Millennials and Gen Z cohorts. It investigates the influence of short-form advertisements on popular platforms like YouTube, Instagram, and TikTok on the purchasing decisions of these generational groups. Findings highlight that the appeal, informativeness, and user-friendliness of advertisements are crucial. This suggests that Millennials and Gen Z place a higher value on practical information over entertainment. Furthermore, within the realm of short-form advertising, consumer engagement and attitudes are significantly shaped by interaction and interference, with both the perceived value of the advertisement and consumer attitudes positively impacting buying intentions. Crucially, it's essential for advertising messages to align with consumer expectations and needs, requiring creators to produce content that captures consumer interest and fosters favorable impressions. This research offers valuable insights into the response of Millennials and Gen Z to short-form advertising, offering guidance for enhancing online marketing strategies aimed at these groups across various industries. Moreover, the findings are anticipated to pave the way for broader investigations into digital marketing and the advertising sector.

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