Rich Media, Poor Media: The Impact of Audio/Video vs. Text/Picture Testimonial Ads on Browsers'Evaluations of Commercial Web Sites and Online Products
Abstract
There has been some debate among advertisers concerning the practicality, necessity, and effectiveness of using multimedia on Internet Web sites. Most companies have been slow to use multimedia features on their site, and it seemed worthwhile to test whether this behavior is warranted by testing the impact of multimedia ads on a commercial Web site. In particular, this study attempted to test whether browsers' responses to multimedia like audio/video testimonial ads on a commercial Web site would significantly differ from their responses to either a commercial Web site with text/picture testimonials or a commercial Web site with no testimonials. The findings indicated that Internet browsers were more likely to believe a site was targeting them, rate a site more favorably, and rate the product more favorably when the site contained audio / video testimonials than they were when the site contained either text/ picture testimonials or no testimonials. Vividness effects of media modality and the availability-valence theoretical framework are discussed. (Key Words: vividness effects, modality, availablility-valence, multimedia, online shopping)
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Videos, especially videos of an injustice, elicit more engagement and emotional reactions than text descriptions displaying the same information.
“research demonstrates that videos, especially videos of an injustice, elicit more engagement and emotional reactions (e.g., anger, sympathy) than text descriptions displaying the same information22–24”
From Human detection of political speech deepfakes across transcripts, audio, and video (2024) · cites this paper as [24]
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References 52 · Cited by 122
- Authors
- Appiah, O.
- Affiliations
- The Ohio State University (US)
- Corresponding author
- Appiah, Osei
- ORCID
- Appiah, Osei
- Venue
- Journal of Current Issues & Research in Advertising
- Publisher
- Informa UK Limited
- Published
- 2006-03
- Volume
- 28
- Issue
- 1
- Pages
- 73-86
- ISSN
- 1064-1734 (ISSN-L)
- 2164-7313
- OpenAlex
- W2079203532
- Cited by
- 122
- References
- 52
- Citations by year
- 2026: 6 · 2025: 3 · 2024: 13 · 2023: 11 · 2022: 9 · 2021: 8 · 2020: 8 · 2019: 18 · 2018: 6 · 2017: 5 · 2016: 4 · 2015: 7 · 2014: 3 · 2013: 4 · 2012: 6
- FWCI
- 5.80
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Current Issues & Research in Advertising (publishedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Marketing › Consumer Behavior and Marketing Influence
- Keywords
- testimonial advertising, multimedia advertising, online shopping, commercial websites, website evaluation, media modality
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