Journal
INFORMATION PROCESSING & MANAGEMENT
Volume 56, Issue 3, Pages 756-770Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.ipm.2019.01.003
Keywords
Media richness; Mobile; Video marketing; Triggers; Nature tourism; Service marketing
Funding
- European rural development fund
- Helia-foundation
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The aim of this study was to investigate videos as potential triggers of behavior. Therefore, we applied the theories of triggers and media richness to learn about the triggering efficiency of mobile marketing videos on participants' behavioral intentions. The experiment involved three distinct test groups, each comprising 41 student participants. From the perspective of media richness theory, we observed that the different kinds of videos had quite similar effects in terms of triggering behavioral changes. However, the mechanisms explaining why triggers were present differed for each video. Further, the results reveal that the consumer's position in the information search process was the most significant reason for the triggering of any kind of effect. In addition, the instructionally designed videos were able to exert an affective triggering effect: the more participants liked the video, the more it affected their participation intention and recall scores. This study extends the media richness research by demonstrating that the effects of media richness can vary within technically similar videos, as they form different logical connections among non-verbal visual cues related to a video's storyline.
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