Evidence map›Paper›PMID 36254290›Full record

ArticleHeliyon2022

What do users care about? Research on user behavior of mobile interactive video advertising.

Chao Gu, Shuyuan Lin, Jie Sun, Chun Yang, Jiangjie Chen, Qianling Jiang, Wei Miao, Wei Wei

Open access · goldAbstract read
PubMed Full text at PMC Publisher
In one paragraph

Article in Heliyon, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 2 papers.

0numbers the graph read from it
0cells of the map it votes in
2citing papers in PubMed
8.7field-weighted citation impact, top 2% of its field
1 · What the graph read from it

What it found

Each row is one number read from the abstract, on the scale the paper reported it, with its interval. Left of the dashed line favours the treatment, right favours the comparator. Under each row is the sentence it came from. New to these charts? A ten-minute tutorial.

The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.

2 · The registry

The trial behind it

Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.

Neither the registry nor the abstract names a trial number. If this is a trial report, that itself is worth knowing.

3 · Its place in the literature

Who cites it

2 citing papers in PubMed, 22 citations in OpenAlex.

  1. Observational
  2. Article
4 · The record

Corrections and comments

PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.

5 · Who and what money

Authors and funding

8 authors at 4 institutions in 3 countries.

Chao GuDepartment of Culture and Arts Management, Honam University, Gwangju, 62399, South Korea.
Shuyuan LinDepartment of Media Design, Tatung University, Taipei, 104, Taiwan.
Jie SunDepartment of Culture and Arts Management, Honam University, Gwangju, 62399, South Korea.
Chun YangSchool of Design, Jiangnan University, Wuxi, 214122, China.
Jiangjie ChenSchool of Design, Jiangnan University, Wuxi, 214122, China.
Qianling JiangSchool of Design, Jiangnan University, Wuxi, 214122, China.
Wei MiaoSchool of Textile Garment and Design, Changshu Institute of Technology, Changshu, 215500, China.
Wei WeiSchool of Textile Garment and Design, Changshu Institute of Technology, Changshu, 215500, China.
Jiangnan University · CNHonam University · KRSuzhou University of Technology · CNTatung University · TW

Funding

No grant is acknowledged in the PubMed record.

6 · The paper itself

Abstract

Mobile interactive video advertising is a relatively new type of media. A combination of interactivity and narrative is used to tell the video story to the audience. This study studied in three steps on mobile interactive video advertising to determine the design basis that should be paid attention to. Firstly, the research framework is proposed through expert interview and qualitative coding of the interview text. Secondly, research samples are made through surveys and conference discussions. The samples were designed into 30 types containing various interactive narrative and involvement. Finally, the qualitative results are verified in a quantitative way. The results show that in order to improve the audience's purchase intention, more attention should be paid to interactive narrative, subjective video quality assessment, immersion, satisfaction, and product involvement.

Indexed as

Electronic commerceInteraction designMedia artsPsychology

Identifiers

PMID36254290
PMCPMC9568838
OpenAlexW4300981526

What OpenQuestion holds

Textmetadata
Read underepoch 390

Registered trials

None linked

Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.