The Influence of Video Advertising Content and Trending Video Advertising Usage on Hedonism and Customer Loyalty Factors

Various industries have used video as a medium for advertising; prior research indicates that video advertising influences raising sales and even the company's image. Trending video advertising is one method of using video for advertising (viral video ads). However, a study reports that in 2022, the number of people watching trending video advertising has decreased. This phenomenon serves as the study's backdrop. This study sought to determine how the factors of vividness, accuracy, and consistency in video advertising content affected trends in video advertising. and how the hedonism and customer loyalty factors are impacted by trends in video advertising. The study was carried out using a qualitative approach that combined partial lease square (SEM-PLS) and structural equation modeling (SEM) techniques. This study gathered data from as many as 476 respondents using the Snowball sampling method. Trending videos had no effect, the consistency factor had an impact on both the accuracy and trending video advertising factors, the hedonism factor had an impact on the customer loyalty factor, the vividness video content factor had an impact on the accuracy factor, and the vividness video content factor had no impact on trending videos.