Influence of Native Video Advertisement Duration and Key Elements on Advertising Effectiveness in Mobile Feeds

Table 4

Mean values, standard deviations, and Kruskal–Wallis test results concerning the interview.

		M6	M15	U15	U30	χ^2
Wrong description	Mean	0.63	0.13	0.75	0.50	4.19	0.24
	SD	1.11	0.33	0.66	0.50
Obscure description	Mean	1.38	0.63	1.00	0.50	2.76	0.43
	SD	1.11	0.48	1.32	0.50
Brief description	Mean	6.88	6.75	5.88	4.50	6.13	0.11
	SD	2.15	1.09	1.36	1.87
Detailed description	Mean	1.13	2.50	2.25	4.50	15.00	<0.01
	SD	0.93	0.87	1.09	1.80
Positive attitude	Mean	5.50	5.63	5.75	5.75	6.23	0.72
	SD	1.32	3.16	1.79	1.85
Neutral attitude	Mean	4.38	3.13	2.50	3.88	5.38	0.61
	SD	1.32	2.37	1.80	1.27
Negative attitude	Mean	0.75	2.38	3.25	3.25	6.71	0.08
	SD	1.09	0.86	1.30	1.48