Exploring the Impact of Electronic Advertising on Consumer Behavior in the Japanese Anime Sector

Abstract

This study examines how electronic advertising affects anime customer behavior, concentrating on trust, visual attractiveness, customization, and UGC. In a qualitative study, five anime fans were interviewed about their interactions with digital ads for anime material and items. Unless accompanied by UGC like fan reviews and community debates, electronic adverts are untrustworthy. Visual appeal is important for grabbing attention, but users' input is needed to develop trust and motivate action. Fan engagement was higher with personalized ads than generic ones, however privacy issues were raised. As fans evaluate ads based on peer and community ratings, UGC was the biggest determinant in trust and decision-making. Digital ads were more interactive and relevant than traditional ones, but oversaturation caused advertising weariness. Marketers must integrate UGC, balance visual appeal with authenticity, respect privacy in personalization, and manage ad volume to prevent overwhelming consumers, according to the report.