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

Özer S., Uğurhan Y. Z. C.

Journal of Marketing Analytics, cilt.0, sa.0, ss.1-24, 2025 (ESCI)

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 0 Sayı: 0
  • Basım Tarihi: 2025
  • Doi Numarası: 10.1057/s41270-025-00380-z
  • Dergi Adı: Journal of Marketing Analytics
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI)
  • Sayfa Sayıları: ss.1-24
  • Anadolu Üniversitesi Adresli: Evet

Özet

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.