A Consumer Experience Study of Embedded Advertising Based on the Critical Incident Technique (CIT): From the Perspective of Satisfactory and Dissatisfactory Incidents

With the rise of self-media platforms, the substantial traffic they generate has provided new opportunities for the development of embedded advertising. This study employs the Critical Incident Technique through questionnaire research to understand that current embedded advertising has advantages such as integration into plot, embedding in specific scenes, high-quality content advertising, creative advertising formats, and implicit brand placement. These approaches promote brands more naturally, facilitating greater consumer acceptance. However, issues related to plot integration, scene adaptability, advertising frequency, pop-up technology, and advertising content quality also generate negative consumer emotions, leading to dissatisfaction. This study investigates embedded advertising from the consumer perspective, addressing existing issues in embedded advertising and aims to provide constructive recommendations for its development, with the hope of promoting its progress.