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Paper Number
1542
Paper Type
Completed
Description
How to design video content to promote sales remains unclear, despite the fact that short video has become a popular tool for brand advertising. This study proposes a novel content strategy of utilizing hyperbole in short videos and investigates its potential for driving product sales. Hyperbole, which involves exaggerating text, audio, and video features, can stimulate interest and catch audience's attention, but may also hurt credibility if perceived as misleading. This study employs machine learning algorithms to measure multimodal hyperbole, and assesses its impact on actual sales from short videos. Our findings indicate that hyperbole has a positive and significant impact on product sales. However, the effect of hyperbole is weaker for products and influencers with higher reputation. This study contributes to the literature on advertising content and video marketing by providing insights for effective content design strategies to promote purchase behaviors in the short video context.
Recommended Citation
Han, Yutong; Yin, Bowen; Ren, Fei; and Gu, Bin, "‘I could eat a horse’: The Impact of Hyperbole on Product Sales on Short Video Platforms" (2023). ICIS 2023 Proceedings. 15.
https://aisel.aisnet.org/icis2023/emobilecomm/emobilecomm/15
‘I could eat a horse’: The Impact of Hyperbole on Product Sales on Short Video Platforms
How to design video content to promote sales remains unclear, despite the fact that short video has become a popular tool for brand advertising. This study proposes a novel content strategy of utilizing hyperbole in short videos and investigates its potential for driving product sales. Hyperbole, which involves exaggerating text, audio, and video features, can stimulate interest and catch audience's attention, but may also hurt credibility if perceived as misleading. This study employs machine learning algorithms to measure multimodal hyperbole, and assesses its impact on actual sales from short videos. Our findings indicate that hyperbole has a positive and significant impact on product sales. However, the effect of hyperbole is weaker for products and influencers with higher reputation. This study contributes to the literature on advertising content and video marketing by providing insights for effective content design strategies to promote purchase behaviors in the short video context.
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Comments
22-Digital