The impact of consumers’ motives for watching unboxing videos on eWOM and purchase intentions: the mediating role of ad involvement

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Özer S., Uğurhan Y. Z. C.

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.