How computer-generated-imagery video advertising fosters brand advocacy and sharing behavior: An empirical study in Vietnam

Abstract

This study aims to identify and examine the impact of computer-generated-imagery (CGI) video advertising on consumer sharing behavior and brand advocacy with a focus on evaluating the hedonic and cognitive values through the framework of dual-system theory. A total of 304 respondents who had previously viewed a CGI video advertisement participated in the study, with data collected using a pretested questionnaire. The research employed the S-O-R model to analyze the relationships between CGI video characteristics, hedonic and cognitive values, and their influence on consumer responses including sharing behavior and brand advocacy. Our findings indicated that CGI-based advertisement is significantly affected by entertainment and aesthetic quality. In addition, it was also validated that the perceived information value as well as experiential evaluation directly impacts consumer behavior, particularly in terms of increasing the likelihood of sharing or advocating brands. By examining the concept of CGI and S-O-R framework, the research contributes to the digital marketing field and provides an empirical study of Vietnamese consumers regarding CGI-based advertising content