The Impact of Brand-Event Fit in Virtual Advertising on Sport Television Viewers' Brand Attitudes
Why this work is in the frame
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Bibliographic record
Abstract
When virtual advertising is inserted into a sport broadcast, viewers are simultaneously exposed to both a sport event and an advertised brand. The purpose of this study was to determine whether the perceived fit between a sport event and an advertised brand in virtual advertising affects viewers' attitudes toward the advertised brand. Sport viewer confusion and event suspense were also examined, as a mediator and moderator, respectively, for the relationship between perceived fit and brand attitude. Participants (N = 131) took part in an experiment in which perceived fit and event suspense were manipulated using animated virtual advertising and video clips of Korean professional baseball broadcasts. Results showed that perceived fit in virtual advertising positively influenced brand attitude and this effect was mediated by reduced levels of sport viewer confusion. However, no moderating effect of event suspense was detected. Considering these findings, implications for theory and practice are discussed
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Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.009 | 0.000 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.001 | 0.001 |
| Scholarly communication | 0.000 | 0.000 |
| Open science | 0.001 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from it