The impact of consumers’ motives for watching unboxing videos on eWOM and purchase intentions: the mediating role of ad involvement
Journal of Marketing Analytics, vol.0, no.0, pp.1-24, 2025 (ESCI)
- Publication Type: Article / Article
- Volume: 0 Issue: 0
- Publication Date: 2025
- Doi Number: 10.1057/s41270-025-00380-z
- Journal Name: Journal of Marketing Analytics
- Journal Indexes: Emerging Sources Citation Index (ESCI)
- Page Numbers: pp.1-24
- Anadolu University Affiliated: Yes
Abstract
With the rise of social media and influencer marketing, unboxing videos
have become key for connecting with customers. Drawing on the Uses and
Gratifications Theory (UGT) and Elaboration Likelihood Model (ELM), this
study examines how motives for watching unboxing videos influence
consumers’ purchase and eWOM intentions, and the mediating role of ad
involvement. Analyzing survey data from 499 YouTube viewers, the
research finds that information-seeking, entertainment, and
interpersonal utility motives significantly affect purchase and eWOM
intentions, while pass-time motives do not. The study contributes a
novel UGT-ELM-based model with consumer-focused insights and discusses
its theoretical and practical implications. The study also offers
implications for marketing analytics.