This study explores the impact of CGI video advertising on brand advocacy and consumer sharing in Vietnam and Australia, indicating cultural differences in responses.
Advanced technology and the rise of digital platforms like YouTube and TikTok have fueled demand for computer-generated imagery (CGI) video ads. This study examines the impact of CGI video ads on consumer sharing behavior and brand advocacy with a focus on evaluating the hedonic and cognitive values through the framework of dual-system theory. To obtain the objective, this study employes the Stimulus - Organism – Response (SOR) theory and dual-system theory to develop a research model. Additionally, the data obtained from 808 respondents in two countries, Australia and Vietnam, has been analyzed by PLS-SEM techniques to validate the model. The findings revealed that entertainment and aesthetic quality consistently enhance both hedonic and cognitive values, with trendiness showing culturally distinct effects in Vietnam and Australia. Moreover, perceived information value, experiential evaluation, and euphoria are found to have positive impacts on consumer behavior, i.e., video sharing and brand advocating. By integrating CGI characteristics and the S-O-R framework, this research contributes to the digital marketing industry by providing insights into how CGI advertising drives consumer engagement.
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Le et al. (2025) studied this question.
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