Cservék Judit – Hlédik Erika (2025): Komplex döntéshozatalhoz kapcsolódó reklámvideók megosztási magatartását befolyásoló tényezők elemzése kisgyermekes szülők körében
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Cservék Judit – Hlédik Erika (2025): Komplex döntéshozatalhoz kapcsolódó reklámvideók megosztási magatartását befolyásoló tényezők elemzése kisgyermekes szülők körében. In: Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 pp. 13–14.
Authors
- Judit, Cservék. Eötvös Loránd Tudományegyetem.
- Erika, Hlédik. Eötvös Loránd Tudományegyetem.
Abstract
Analysis of the factors influencing the sharing behaviour of advertising videos for complex decision making among parents with young children
The aim of this study is to examine the 7 attractiveness factors related to an ability assessment advertisement among parents with young children, as well as it looks into the impact of their attitude towards the communication content and willingness to share it. The research is novel in examining this sensitive, underrepresented group in advertising studies and in applying an integrated analytical approach to understand the interrelations of the seven factors. It also considers how perceived content importance moderates these effects, contributing to a more complex explanatory model. A total of 226 parents completed a questionnaire. Statistical methods included Chi-square tests, Pearson correlation, principal component analysis (PCA), and binary logistic regression. PCA revealed three main components: content reliability (attention-grabbing, informative, credible, professionally relevant), experiential appeal (humour, memorability), and guilt-inducing effect as a separate dimension. The predictive model based on these components was strong, however, when parents’ attitudes toward ability assessment were included as a moderator, predictive power declined. Further, when perceived importance of content was added, three factors significantly influenced sharing intention: memorability and credibility had positive effects, while guilt-inducing effect had a negative one. Practically, enhancing credibility and memorability supports online dissemination, whereas guilt-based messages may discourage sharing, especially among parents who actively seek reliable information related to their children and are eager to recommend valuable content to each other.
willingness to share skills development parents complex decision-making processes
Language
hungarian
Details of publishing collection
Szalkai Zsuzsanna – Bíró-Szigeti Szilvia – Iványi Tamás – Kelemen-Erdős Anikó (eds.) (2025): Tudományágak kaleidoszkópja – a marketing, mint transzdiszciplináris terület. Budapesti Műszaki és Gazdaságtudományi Egyetem, Gazdaság- és Társadalomtudományi Kar: Budapest. ISBN: 978-615-112-035-4 DOI:10.62561/EMOK-2025