Purpose- This study aims to explore the relationship between in-stream video advertisement (Ad/S) dimensions (emotional, creativity, and informativeness) via SNS and consumer brand engagement (CBE) (cognitive, affective, and intentional engagement). Presenting the perspectives of both the general public and practitioners as a cornerstone of the study.
Methodology- The data collection was conducted through 32 semi-structured, in-depth interviews. Included 24 interviews with Egyptian consumers of both genders from various age groups, and 8 interviews with marketing practitioners from prestigious companies across different industries in Egypt. The interview transcripts were analyzed using thematic analysis.
Findings- The results revealed that in-stream video Ad/S effectiveness dimensions possess a direct relationship with CBE. Additionally, a direct relationship between cognitive and affective engagements with intentional engagement. Further more, an indirect relationship between Ad/S effectiveness dimensions and intentional engagement, with cognitive and affective engagements as mediators. Lastly, digital Ad/S features were found to have a potential role as moderators between Ad/S effectiveness dimensions and CBE.
Originality- CBE is studied in terms of cognitive, affective, and behavioral, with limited attention given to intentional engagement. To the best of the researcher’s knowledge, this study is among the first to explore the relationship between in-stream video Ad/S effectiveness and intentional engagement. The paper introduces a broader research perspective by considering the differing viewpoints of both the general public and practitioners in the conducted interviews. The insights highlight the role of digital Ad/S features, pointing to opportunities for further research on this under explored topic.
El Gohary, Menatalla, Al Abssy, Karam, & Ghoniem, Ahmed. (2025). In-stream video Advertisement effectiveness and Consumer brand engagement: An Exploratory Study. مجلة البحوث التجارية, 47(4), 104-149. doi: 10.21608/zcom.2025.418242.1491
MLA
Menatalla El Gohary; Karam Al Abssy; Ahmed Ghoniem. "In-stream video Advertisement effectiveness and Consumer brand engagement: An Exploratory Study", مجلة البحوث التجارية, 47, 4, 2025, 104-149. doi: 10.21608/zcom.2025.418242.1491
HARVARD
El Gohary, Menatalla, Al Abssy, Karam, Ghoniem, Ahmed. (2025). 'In-stream video Advertisement effectiveness and Consumer brand engagement: An Exploratory Study', مجلة البحوث التجارية, 47(4), pp. 104-149. doi: 10.21608/zcom.2025.418242.1491
VANCOUVER
El Gohary, Menatalla, Al Abssy, Karam, Ghoniem, Ahmed. In-stream video Advertisement effectiveness and Consumer brand engagement: An Exploratory Study. مجلة البحوث التجارية, 2025; 47(4): 104-149. doi: 10.21608/zcom.2025.418242.1491
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