Research Article

Advertising Appeals influencing the Brand Engagement of Gen Y and Z in terms of Social Media Pre-roll Advertisements

Authors

  • Erll Angelo De Leon College of Commerce and Business Administration, University of Santo Tomas, Manila, Philippines
  • Ma. Bianca Resuta College of Commerce and Business Administration, University of Santo Tomas, Manila, Philippines
  • Derie Rose Virtusio College of Commerce and Business Administration, University of Santo Tomas, Manila, Philippines

Abstract

This study focused on how advertising appeals affect the brand engagement of Generations Y and Z in terms of pre-roll advertisements found on Facebook and YouTube. The objective of this study was to know what specific advertising appeal captures the attention of both Gen Y and Gen Z, as well as enumerate what advertising appeal captures their attention individually. Lastly, to identify which particular advertising ABPs increase the brand engagement of Gen Y and Z. According to studies, three advertising appeals positively affect brand engagement; Emotional Appeals, Visual Appeals, and Ethical Appeals. A total of 300 respondents answered the online survey via Google forms, 145 respondents for Gen Y and 155 respondents for Gen Z. The survey questionnaire was conducted with three different parts, which are; Profiling, Ad testing, and General Questionnaire. To answer the different research questions in this study, the following statistical treatment tools were used; Kruskal-Wallis H Test and Post Hoc Test, Mann-Whitney U Test, and Multivariate Regression Analysis, all at 0.05 and 0.1 levels of significance. For the results of this study, the researchers found out that Ethical pre-roll advertisements capture Gen Z's attention using the Post Hoc Test. On the other hand, Emotional pre-roll advertisements capture Gen Y's attention based on the Mann-Whitney U Test. The study successfully identified advertising ABPs of the Gen Y and Z that significantly influenced their brand engagement. If these ABPs garnered a high score, the probability of a high brand engagement score towards the particular pre-roll advertising appeal also increases.

Article information

Journal

Journal of Business and Management Studies

Volume (Issue)

4 (2)

Pages

163-179

Published

2022-03-31

How to Cite

De Leon, E. A. ., Resuta, M. B., & Virtusio, D. R. . (2022). Advertising Appeals influencing the Brand Engagement of Gen Y and Z in terms of Social Media Pre-roll Advertisements. Journal of Business and Management Studies, 4(2), 163-179. https://doi.org/10.32996/jbms.2022.4.2.13

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