Using Interactive shoppable videos in E-commerce to impact consumer buying behavior

Abboud, Dina; Ezzat, Nesrin; Sherbiny, Shaimaa

doi:10.21608/mjaf.2024.310556.3469

Using Interactive shoppable videos in E-commerce to impact consumer buying behavior

Articles in Press

Document Type : Original Article

Authors

¹ Associate Professor- Advertising Department Faculty of Applied Arts- Helwan University Cairo- Egypt

² Advertising Department,Faculty of Applied Arts , Helwan University

³ Advertising Department. Faculty of Applied Arts. Helwan University. Cairo. Egypt

10.21608/mjaf.2024.310556.3469

Abstract

Interactive shoppable video ads combine engaging visual content with clickable interactive elements, allowing users to make purchases directly and easily while watching the video ad. This creative approach represents a significant shift in e-commerce strategies, turning passive viewing into an interactive and useful experience. Given the substantial impact these videos have on consumers' purchasing decisions, the importance of the research lies in determining the effectiveness of using these videos in e-commerce.

The study found that interactive shoppable videos could capture users' attention and influence their buying decisions. Unlike traditional ads that rely on passive video viewing, which usually serves as a one-way communication channel, these interactive formats open the door for users to engage directly with the content. This interaction can include clicking on the product to get more information, exploring color and size options, or even making an immediate purchase directly within the video. All these features significantly increase levels of engagement and interaction, making users more connected to the brand and the products being showcased.

Additionally, these videos offer a more realistic and personalized shopping experience, where the viewer feels like a part of the product exploration and purchasing decision process. This deep engagement enhances the likelihood of completing a purchase and can lead to higher conversion rates and stronger brand loyalty, as customers feel they are getting a comprehensive and unique shopping experience. The research highlights the importance of incorporating clickable interactive elements in video ad design, providing valuable insights for brands seeking to use video content as a powerful tool for showcasing products and attracting users.

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