Effects of execution styles and presenter on audience responses to multimedia presentations: A case study of utility patent of daily necessities on Youtube

Abstract

This study explores how different execution styles and the use of a presenter affect audience responses to utility patent content on YouTube. It aims to identify effective multimedia strategies for enhancing public understanding and engagement with technical information. A 3 (execution styles: Straight Sell, Comparison, Slice of Life) × 2 (presenter: with vs. without) experimental design was applied, using six video clips showcasing the KAZbrella patent. Data were collected from 180 international participants across three generations using an online survey. Statistical analysis using Two-Way ANOVA revealed that execution styles significantly affected cognitive and affective responses, while presenter presence had a strong positive effect on all response types, including behavioral intention. No interaction effects were found. These findings suggest that using a credible presenter and appropriate message style independently improves audience comprehension, emotional connection, and willingness to engage with patented innovations. This has practical value for patent practitioners, educators, and policymakers aiming to make patent content more accessible.