The Effect of Improvised Real-time Marketing on Consumers’ Emotional Arousal and Brand Intention : the Moderating Role of Involvement

다국어 초록 (Multilingual Abstract)

In the fast-paced world of modern life, people are becoming increasingly apathetic to routine marketing content and are increasingly drawn to brands that demonstrate agility and emotional resonance. Against this backdrop, improvised real-time marketing (IRTM) has become a key means for brands to maintain the relevance of their marketing content and engage consumers. IRTM enables brands to integrate into ongoing public conversations in a timely, relevant, and engaging way, qualities that help break through digital noise and capture attention. Compared to the burgeoning field of practice, academic research on the mechanisms and impacts of IRTM is relatively scarce.
Based on cognitive appraisal theory, this paper explores how IRTM evokes consumer emotions and enhances their brand intention (including word-of-mouth intention and purchase intention) and further examines the moderating role of involvement. This study used a scenario-based questionnaire to collect data from 439 Chinese participants and employed structural equation modeling to analyze the collected data. The results show that perceived creativity, flexibility, and serendipity have a significant positive impact on emotional arousal, which in turn significantly influences brand intention. Besides, real-time event involvement moderates the impact of perceived flexibility and serendipity on emotional arousal; brand involvement moderates the relationship between perceived serendipity and emotional arousal, as well as the relationship between emotional arousal and brand intention.
This study innovatively explores the impact of IRTM on consumer emotions and behavioral intentions, deepening firms’ understanding of how IRTM can enhance brand engagement.

목차 (Table of Contents)

• I. Introduction 1
• 1.1 Research Background 1
• 1.2 Research Objectives 4
• 1.3 Research Outline 6
• Ⅱ. Theoretical Underpinning and Literature Review 8
• 2.1 Theoretical Underpinning 8
• 2.2 Improvised Real-time Marketing 12
• 2.3 Emotional Arousal 23
• 2.4 Brand Intention 24
• 2.5 Involvement 27
• Ⅲ. Research Methodology 31
• 3.1 Research Model 31
• 3.2 Hypotheses Development 33
• 3.3 Sampling and Data Collection 43
• 3.4 Measurement 47
• 3.5 Data Analysis Method 47
• IV. Data Analysis and Results 49
• 4.1 Demographic Analysis 49
• 4.2 Reliability and Validity Analysis 51
• 4.3 Common Method Bias and Multicollinearity 55
• 4.4 Results 57
• V. Conclusion 63
• 5.1 Key Findings 63
• 5.2 Theoretical Implications 67
• 5.3 Managerial Implications 69
• 5.4 Limitations and Avenues for Future Research 72
• References 75
• Abstract 103
• 초록 105
• Appendix-Questionnaire 107