Publication Type
Conference Proceeding Article
Version
publishedVersion
Publication Date
2-2022
Abstract
Across four studies (real-world datasets and controlled experiments), we find that consumers who heard a persuasive message voiced by multiple narrators (vs. one narrator) would be more receptive to the new product in crowdfunding videos and video ads.
Keywords
video marketing, persuasion, voice, voiceover, crowdfunding
Discipline
Marketing
Research Areas
Marketing
Publication
Proceedings of the 2022 AMA Winter Academic Conference: Reconnecting and Reconceiving the Marketplace, Las Vegas, February 18-20
Volume
33
First Page
213
Last Page
214
ISBN
9780877570127
Publisher
American Marketing Association
City or Country
Nevada, USA
Citation
CHANG, Hannah H.; MUKHERJEE, Anirban; and CHATTOPADHYAY, Amitava.
Designing persuasive voiceover narration in crowdfunding videos. (2022). Proceedings of the 2022 AMA Winter Academic Conference: Reconnecting and Reconceiving the Marketplace, Las Vegas, February 18-20. 33, 213-214.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/6980
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.
External URL
https://www.ama.org/wp-content/uploads/2022/02/2022-AMA-Winter-Conference-Proceedings-2.pdf
Comments
https://www.ama.org/wp-content/uploads/2022/02/2022-AMA-Winter-Conference-Proceedings-2.pdf