The Impact of Video Advertising's Information Quality Content and Risk on Customer Trust and Intention to Buy during the Covid

ABSTRACT

Many companies use video advertising during the covid pandemic. Video advertising has a positive effect on the industry but also has a negative impact (inherent risk) such as time, physical, financial, and social risk. Video advertising content generally follows information quality characteristics to achieve the maximum result. This study will explore on how Video Advertising's Information Quality Content (VAIQC) affects social media risk, customer trust and intention to buy. The study was conducted using the Structural Equation Model and Partial Lease Square (SEM-PLS) techniques with 246 respondents. Several factors have a significant influence, such as customer trust on intention to buy, financial risk on intention to buy, Video's advertising information quality content (VAIQC) on customer trust, financial risk, physical risk, social risk and time risk. This study also looks at the effect of gender on the research model. The results of this research are very useful for the industry and future digital advertising development. © 2022 IEEE.