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A SYSTEMATIC REVIEW OF THE EFFECTS OF ANIMATION ADVERTISEMENTS ON CONSUMER PERCEPTION |
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| รหัสดีโอไอ | |
| Creator | Siriwipa Naosrison |
| Title | A SYSTEMATIC REVIEW OF THE EFFECTS OF ANIMATION ADVERTISEMENTS ON CONSUMER PERCEPTION |
| Contributor | Panida Nerathai, Prarawan Senachai |
| Publisher | National Research Council of Thailand |
| Publication Year | 2566 |
| Journal Title | SOCIAL SCIENCE ASIA : Official Journal of National Research Council of Thailand in conjunction with Journal of Social Work |
| Journal Vol. | 9 |
| Journal No. | 1 |
| Page no. | 68-79 |
| Keyword | A systematic literature review, animation advertisement, cartoon advertisement, effectiveness of animation |
| URL Website | http://e-journal.nrct.go.th/ |
| Website title | e-journal |
| ISSN | 2229-2608 |
| Abstract | Producing advertising which suits the target audience and stands out from competitors is a critical challenge. Animation is a creative, innovative, profitable mode of entertainment that can make audiences happy, using effective advertising technologies. Although animation in advertising is widespread, little is known regarding the current empirical research on the topic, especially the advantages of this media mode in marketing. This study aims to fill this gap by improving understanding of the basic concepts related to animation and its impact in advertising. This review paper is based on the existing related literature. It identifies the concept of animation, elements of animation advertising, and its impact on customer behavior. A systematic search of SCOPUS databases using key search terms identified 133 unique articles, sixteen of which met the inclusion criteria. A narrative synthesis of the reviewed studies revealed internal and external factors related to customer awareness and intention behavior. This paper concludes that there is solid potential for designing animation advertising well-suited to the target audience worldwide. |
