Technological Empowerment and Meaning Co-Construction: The Reinforced Persuasion Mechanism of Multimodal Synergy in Smart Product Launch Events

Abstract

Product launch events serve as a crucial means of marketing and communication for technology brands. With the empowerment of multimodal technologies, the construction of meaning and the pathways of persuasion in these events have been reshaped. Drawing on grounded theory, this study systematically reviews and analyzes 258 smart product launch events organized by 20 leading technology brands. The findings reveal that product launch events consist of two major categories of content—namely, core information and peripheral information—which together form a reinforced persuasion mechanism, resonating with the additivity effects proposed in the Heuristic Systematic Model (HSM). Furthermore, the abundant multimodal cues embedded in these events contribute to the reinforcement mechanism through overlapping complementarity and dynamic supplementation. Finally, this study discusses the theoretical significance of the multimodality-assisted reinforced persuasion mechanism in relation to dual-process models and its appropriateness in contemporary communication contexts. By providing an in-depth investigation of smart product launch events as a novel form of content dissemination, the study conceptualizes a persuasion mechanism suitable for complex communication environments and offers practical guidance for industry marketing practice.

1. Introduction

Smart product launch events are rapidly gaining global popularity. Empowered by multimodal technologies, they transcend single-mode presentations by integrating visual, auditory, textual, and hybrid modalities to achieve diversified content delivery. This form, dominated by solid product content and supplemented by multisensory stimulation for consumers, significantly influences product perception and ultimately purchase intentions. Accordingly, as a novel and distinctive form of content dissemination, smart product launch events merit exploration and analysis from an academic perspective.

Smart products represented by artificial intelligence are developed within advanced technological environments and feature novel or innovative technical characteristics [1]. These products are now being rapidly commercialized and increasingly integrated into consumer markets. For consumers, however, the technologies and functions of such intelligent and high-tech products involve a relatively high cognitive threshold and may induce perceived risks [2]. Consequently, consumers tend to adopt a cautious attitude during the acceptance process. Against this backdrop, smart product launch events, through rigorous content construction and abundant multimodal elements, serve to interpret complex technologies, explain product functions in detail, reduce consumers’ perceived risk, and enhance their purchase intentions [3].

Taking AIGC products and AI assistants as examples, these virtual products not only have high technological thresholds but also lack tangible forms [4]. Therefore, they require the support of multimodal smart product launch events to clearly demonstrate their underlying technologies and usage scenarios. It is thus evident that smart product launch events are widely adopted in the technology industry precisely because their flexible formats and in-depth content can effectively address the cognitive and communication challenges encountered in promoting high-tech products.

Despite their growing popularity in industry practice, smart product launch events remain underexplored in academic research. Derived from the model of press conferences, contemporary product launch events incorporate concepts from product marketing and brand public relations. Existing scholarly discussions have examined them from the perspectives of integrated marketing [5], brand building [6], and adaptive release strategies [7]. However, research has rarely focused on the content forms, meaning construction, and persuasive mechanisms of launch events, leaving a gap in the literature.

Therefore, this study focuses on smart product launch events to systematically analyze how multimodal presentation forms and technological content configurations jointly construct persuasive mechanisms. To ensure representativeness and timeliness, this study focuses on popular smart products in the consumer electronics sector in recent years. These include AI-driven software and hardware products [8] such as smartphones, computers, smart home devices, and electric vehicles. In terms of brand selection, this research draws on commercial statistical data and focuses on leading companies with top market shares and revenues to ensure the representativeness of the sample within the industry.

At the theoretical level, the study is grounded in dual-process theory, particularly the elaboration likelihood model (ELM) and the heuristic-systematic model (HSM). It also integrates perspectives from multimodal discourse and meaning construction to build an analytical framework. Methodologically, grounded theory is employed to conduct an exploratory study of this emerging marketing communication form, systematically deconstructing its content elements to explore the logic of content construction and the overall persuasive mechanisms of smart product launch events.

Through a systematic analysis of real cases of smart product launch events, this study delves into the marketing communication processes of smart products and explores the integration of persuasion theory, multimodality, and marketing communication theory. Accordingly, the study holds significant theoretical value and practical relevance.

2. Literature Review and Research Questions

2.1. Multimodal Discourse, Metaphor, and Meaning

In the era of rapid AI development, multimodality has evolved from a mode of information presentation into a key technological driver of digital communication and marketing transformation [9]. In the context of smart product launch events, multimodal design functions not only as a medium of content delivery but also as an active participant in constructing persuasive logic and conveying brand meaning. Therefore, systematically examining how multimodality operates in discourse organization, metaphor construction, and meaning generation serves as a crucial theoretical foundation of this study.

A modality is a semiotic resource formed within social and cultural contexts to create meaning [10]. Influenced by systemic functional linguistics and semiotics, multimodal discourse analysis posits that meaning is generated not only through language but also through other semiotic systems. Multimodal discourses such as images, music, and gestures [11], similar to purely linguistic discourse, are multifunctional, encompassing ideational, interpersonal, and textual functions [12,13].

The value of multimodal discourse analysis lies in its integration of language with other meaning-making resources [14]. This approach highlights not only the role of language in meaning exchange but also the effects of other semiotic systems, enabling a more comprehensive and accurate interpretation of discourse meaning. In turn, it reveals how humans synthesize multiple modalities to achieve social communication. Smart product launch events constitute an ideal field for conducting multimodal discourse analysis, as they are rich in multimodal information, and the processes of meaning construction as well as the mechanisms through which such meanings exert their effects merit in-depth examination.

To further dissect the patterns of multimodal meaning construction, multimodal metaphor theory has been introduced. From a cognitive perspective, this theory extends traditional metaphor studies beyond language to multimodal interactions, examining how metaphors are jointly constructed by cues across different modalities [15,16,17]. Specifically, multimodal metaphors enable cross-modal mapping, where source and target domains occupy distinct semiotic resources [18], and modalities function in complementary or reinforcing ways. For example, in complementarity, text provides abstract concepts while images supply concrete imagery. In reinforcement, uplifting music layered with bright visuals metaphorically conveys hope for the future [19]. Thus, multimodal metaphor theory offers a refined analytical tool for unpacking the complex interplay of multimodal content in smart product launch events and for mapping their meaning networks.

Moreover, multimodal research encompasses a dynamic perspective. Similarly to advertising, smart product launch events can be treated as dynamic multimodal video discourses. Dynamic multimodality manifests in temporal and spatial dimensions. Temporally, narrative progression is achieved through sequential frames; spatially, meaning construction is realized through the layout and transformation of visual elements [20].

Like multimodal metaphors, dynamic multimodality emphasizes the synergy of heterogeneous semiotic systems, for example, images, text, voice, music, and sound effects, that generate composite meanings through interaction, often involving complementarity and reinforcement between visual and auditory modalities. Unlike multimodal metaphors, however, a dynamic perspective also considers how semiotic systems cohere across time and space to form integrated meaning structures. Given the abundance of multimodal resources, the complexity of discourse meaning, and metaphorical mapping in smart product launch events, incorporating a dynamic perspective is essential for achieving a holistic understanding of multimodal meaning construction.

In addition, the cross-symbol coordination of multimodality gives it strong cross-cultural interpretive power [21]. In smart product launch events, the interaction of nonverbal symbols, such as images, music, and colors, with textual content can construct a meaning system based on shared human perception. This enables the content to overcome the limitations of a single cultural context and enhances its global relevance and audience acceptance [22].

Based on the above literature, this study first examines the composition and function of multimodal elements in smart product launch events and proposes the following research questions:

RQ1: (1) What is the composition of multimodal elements in smart product launch events? (2) How do multimodal elements contribute to meaning construction and persuasive mechanisms in smart product launch events?

2.2. Dual Process Theory and Dual Path Content Construction

Smart product launch events represent one of the richest and most diverse forms of persuasive communication in a commercial context. They integrate multiple functions, including digital marketing, advertising, media events, and product demonstrations. This combination makes them meaningful in terms of content richness and representativeness of format, and positions them as a suitable context for analyzing content construction, persuasion, and technology-enabled communication.

Dual Process Theory has strong explanatory power and influence in marketing communication and consumer psychology research. It offers insights into audience cognitive processes and provides a framework for understanding how content is constructed and persuasive mechanisms operate.

Dual process theory emerged in the 1970s and 1980s in the field of psychological information processing as a framework for understanding attitude change. The theory posits that humans process information through two distinct pathways: a shallow processing route, which requires little cognitive effort and relies on past experiences for rapid judgment, and a deep processing route, which involves considerable cognitive resources, careful elaboration of information, and judgments based on contextual analysis. Through psychology-driven scholarly exploration, dual process theory has evolved into a theoretical cluster encompassing multiple sub-theories, whose inherent universality enables applications across disciplines [23]. In persuasion-related fields such as communication and marketing, the Elaboration Likelihood Model (ELM) and the Heuristic–Systematic Model (HSM) have proven to be particularly influential.

ELM distinguishes between the peripheral and central routes [24], whereas HSM emphasizes the heuristic and systematic routes [25]. The central or systematic route corresponds to high-involvement cognitive engagement, involving critical evaluation of information quality and argument strength. In contrast, the peripheral or heuristic route reflects low-effort processing, where individuals rely on peripheral cues for quick judgments. Thus, by clarifying mechanisms of human information processing, dual process theory provides communicator with a theoretical basis for organizing persuasive content.

At the level of persuasive message construction, the two processing routes correspond to different types of information. In the HSM, the systematic route emphasizes content quality and engages in deep cognitive processing, whereas the heuristic route draws on simple cues such as source credibility for rapid judgment. Similarly, in the ELM, the central route focuses on the strength and quality of arguments, while the peripheral route highlights attributes such as the communicator’s credibility, appearance, and style; social influence, including conformity and group reactions; and external incentives, both material and psychological [24]. In other words, high-quality arguments and core propositions encourage deep information processing, whereas simple cues and peripheral content foster shallow processing. Accordingly, aligning different types of persuasive information with dual processing pathways can broaden persuasive effects and shape cognitive processing.

In advertising, various models of Dual Process Theory have been widely applied in empirical studies. Traditionally, advertising appeals have been classified along a rational–emotional dichotomy. For example, one study proposed that if an advertisement contains any of 14 factual information cues, it is categorized as a rational ad; otherwise, it is considered an emotional ad [26]. However, in today’s increasingly flexible and complex digital and smart media environment, such a binary classification shows its limitations. As a result, scholars have gradually applied Dual Process Theory to ad content analysis, linking the types of advertising appeals with consumers’ information-processing patterns.

Rational appeals present factual and utilitarian product information in an objective manner, emphasizing functional benefits [27,28], corresponding to the central route in the ELM. Emotional appeals, by contrast, draw on affective and sensory elements to elicit positive or negative emotions that drive purchase behaviors [29], thereby corresponding to the peripheral route. However, most existing studies still remain at the stage of linking advertising appeals with cognitive pathways to examine ad effectiveness. They have not recognized that distinguishing between core and peripheral cognitive paths can be directly translated into a structural framework for ad content, thereby enabling a systematic update and replacement of the traditional rational–emotional dichotomy.

This study explores using the distinction between dual processing paths as a direct basis for classifying advertising content. Objective product information, corresponding to the central path and systematic processing, is categorized as “core information.” Emotional atmosphere, affective elements, and external influences, corresponding to the peripheral path and heuristic processing, are categorized as “peripheral information.” This classification not only follows the basic distinction of dual process theory but also overcomes the rigid limits of the traditional rational–emotional dichotomy. It more accurately reflects the content structure of smart products in complex, integrated communication contexts and offers a flexible, explanatory theoretical perspective for understanding advertising persuasion in the digital and intelligent era. Based on this discussion, the study further examines the content elements and persuasion mechanisms in smart product launch events.

RQ2: (1) What content elements are included in smart product launch events? (2) What are the characteristics of their content construction?

RQ3: What is the overall persuasive mechanism of smart product launch events?

3. Research Method

3.1. Grounded Theory

As an emerging form of communication, smart product launch events have received limited scholarly attention. Therefore, this study undertakes an exploratory analysis of their content construction. The content and formal characteristics of these events cannot be fully explained by variables from existing theories. Grounded theory is employed to effectively address this complex and under-researched phenomenon and to develop a corresponding theoretical framework [30]. Specifically, grounded theory allows for a comprehensive exploration of content construction and operational patterns, identifying common features, defining content dimensions, establishing a classification system, and revealing potential relationships among elements [31]. Moreover, grounded theory emphasizes data-driven theorization [32] and allows diverse data forms as sources [33]. Thus, grounded theory constitutes the most appropriate, feasible, and effective methodological approach for the present study.

3.2. Research Materials

Between 13 and 15 March 2024, this study accessed the global authoritative data platform Statista (Statista is a leading global comprehensive database that provides data covering major countries and economies worldwide. Website: https://www.statista.com). Based on the prior definition of smart products, it retrieved and downloaded five years of global market insights (Excel format) from the categories of “Consumer Electronics,” “Smart Home,” and “Electric Vehicles,” covering the period from early 2019 to the end of 2023. The data included “Revenue,” “Volume,” and “Key Players.” After systematically reviewing and organizing the data, the study used the key players information presented in Statista reports as the main criterion for brand selection. This information was primarily based on either “market share of leading brands” or “revenue of top brands.” Following these selection criteria, 31 core brands were identified across the three categories as the initial sample for analyzing the smart product market.

Subsequently, the researchers visited the official websites and major social media platforms of the 31 selected brands to systematically collect videos related to smart product launch events. There were 20 of these brands had publicly released product launch videos through official websites, major video platforms, or social media channels. Therefore, these 20 brands, with complete and legitimate video materials, were included in the formal analysis process.

The temporal scope was determined by two key milestones. From a market perspective, the commercialization of smart products began in 2017 when Google and Amazon launched smart speakers. From a policy perspective, in 2019 the National Bureau of Statistics of China formally included smart products in the industrial classification system. Accordingly, the sample collection period was set from 1 January 2018, to 1 January 2024, covering six years. After determining the scope, 277 video materials were identified across the 20 brands.

3.3. Sample Analysis and Coding

3.3.1. Sample Inclusion and Unit of Analysis

Given the diversity in style and format across brands, and the frequent inclusion of multiple product launches within a single launch event, clear criteria were established to ensure validity and feasibility. Four inclusion criteria were applied. First, videos must be released through official brand channels to ensure authenticity and compliance. Second, the event must represent the first official unveiling of a new product. Corporate image films, financial reports, technical announcements, and unboxing videos were excluded. Third, the presentation language must be either English or Chinese to ensure feasibility and accuracy of content analysis. Forth, the event must exhibit multimodal characteristics; videos featuring only a single modality of product presentation were excluded. Based on these criteria, 19 videos were excluded from the initial 277, resulting in a final sample of 258 product launch event videos.

• Unit of Analysis

After determining the smart product launch event samples, a clear unit of analysis was established to support the subsequent grounded theory analysis and ensure its quality. A preliminary review of the 258 video samples revealed significant variations in event duration (ranging from 15 to 120 min) and in the number of products launched per event (from 1 to nearly 10 items). Segmenting the videos by fixed time intervals (e.g., every 10 or 15 min) would inevitably disrupt the integrity of the product launches. Therefore, this study defined a complete product launch segment as the unit of analysis. Through random sampling and manual verification, the selected segments ranged from 10 to 38 min in length, with product types evenly distributed across the overall sample, providing good coverage and representativeness. This approach ensured content continuity and logical integrity while maintaining practical feasibility for analysis.

• Saturation Sample Division

To guarantee the rigor of content analysis and theoretical completeness, the study incorporated the principle of theoretical saturation in its design. Specifically, 200 of the 258 analysis units (approximately 78%) were randomly selected for core coding and theory construction, while 58 units (approximately 22%) were reserved and not analyzed initially, serving solely for later saturation testing. This design allowed repeated testing of the constructed theoretical framework: if no new concepts or relationships emerged in the reserved sample, the theory could be considered saturated [30]. Table 1 presents the details of the included brand samples.

Table 1. Details of Brand Samples.

Sample Brand	Number of Samples	Brand Origin Country	Product Categories Included in Analysis Units
Samsung	20	South Korea	Consumer Electronics, Smart Home Products
Apple	11	United States	Consumer Electronics, Smart Home Products
Xiaomi	28	China	Consumer Electronics, Smart Home Products
OPPO	29	China	Consumer Electronics, Smart Home Products
Huawei	33	China	Consumer Electronics, Smart Home Products, Electric Vehicles
Microsoft	8	United States	Consumer Electronics, Smart Home Products
BYD	11	China	Electric Vehicles
LG	5	South Korea	Smart Home Products
Tesla	7	United States	Electric Vehicles
TP-Link	1	China	Smart Home Products
vivo	22	China	Consumer Electronics, Smart Home Products
Amazon	1	United States	Smart Home Products
Wuling	4	China	Electric Vehicles
Qualcomm	9	United States	Smart Home Products
HP	6	United States	Consumer Electronics
BMW	6	Germany	Electric Vehicles
Sony	41	Japan	Consumer Electronics, Smart Home Products
Dell	4	United States	Consumer Electronics
Logitech	1	Switzerland	Smart Home Products
Lenovo	11	China	Consumer Electronics, Smart Home Products
Toal	258

3.3.2. Coding Process

After completing the sample selection and inclusion process, the study proceeded to a systematic coding procedure. Between April and June 2024, using NVivo 12, the research team conducted transcription and coding of the multimodal data from 258 smart product launch event videos. First, the coding team—comprising one of the researchers and two master’s students in communication studies—transcribed each analysis unit, converting multimodal audiovisual materials into detailed textual content. Based on these transcriptions, the team then executed a structured four-level coding process, advancing step by step through grounded theory coding [31].

• Sample Transcription

The transcription process involved two stages. First, the coders used the NVivo Transcription tool to automatically transcribe all spoken content in the videos, followed by manual verification and correction to ensure accuracy and completeness. Second, following grounded theory principles, the team systematically described and annotated multimodal elements in the videos. This included visual elements such as speaker appearance, set design, image materials, and color schemes; auditory elements such as background music, sound effects, and environmental sounds; and event elements such as special demonstrations and nonverbal behaviors of the speakers. Through this process, the original video materials were transformed into comprehensive, objective textual data, providing a foundation for subsequent grounded coding and theory construction.

• Open Coding

The research team decomposed the transcribed video texts and conducted preliminary conceptualization. By systematically reviewing textual materials covering product information, visual content, scene design, and speaker performance, the team summarized the meanings conveyed by the content. This process ultimately resulted in the identification of 58 initial concepts. Table 2 presents representative original script excerpts or category descriptions from the open coding stage.

Table 2. Open Coding (Partial examples of initial concepts).

Initial Concept	Original Script or Transcription	Basic Information
Functional Technical Analysis	Original Script: “…This is the first time a personal computer chip has adopted the industry-leading 3-nanometer process. Utilizing advanced extreme ultraviolet (EUV) lithography, the 3-nanometer process enables the production of incredibly small transistors—so small that two million of them could fit within the cross-section of a single human hair.”	Apple Special Event 30 October 2023
Emphasis on Innovation in Texts	Original Script: “First, it is the world’s first all-scenario satellite communication, featuring an industry-first dual-antenna design that enables automatic signal searching and smooth animations even at high speeds.”	BYD the Latest Achievements 18 November 2023
Emphasis on Possibility in Text	Original Script: “Not only that, but you can also use the intelligent scene orchestration feature to enable more smart devices to work together seamlessly. Users can freely arrange the devices they want to operate, transforming them from passive responders into proactive service providers. As long as a device supports HarmonyOS Connect, you can orchestrate it however you like.”	Huawei New Product Launch 27 July 2022
Brand Past Achievements	Original Script: “In February 2008, we actually produced only one car. I have to say, that car broke down many times. Then it took us another three months to produce the second one. Now, we’ve built around 550,000 cars… We did it—we created a car that defies convention.”	Model Y Unveiling 15 March 2019
Technical Expert as Speaker	Speaker Transcriptions: Vice President of BYD Group, President of Product Planning and Automotive New Technology Research Institute as the speaker.	BYD the Latest Achievements 18 November 2023
Product Testing or Demonstration	Scene Transcriptions: The newly released smartphone is placed on the table, while the speaker holds a power drill and drills into the screen to test its hardness	OPPO K12 New Product Launch 24 April 2024
Business Leader Presentation	Speaker Outfits Transcriptions: Tesla founder Elon Musk, dressed in a black leather jacket, took the stage as the speaker to deliver the presentation.	Tesla AI Day 1 October 2022
Future Roadmap of the Brand	Original Script: “Today, we will introduce our 2030 strategy. We call it the ‘New Car’ because cars will continue to exist, and personal mobility will remain the most important mode of transportation in 2030.”	NEW AUTO Mobility for Generations to Come 13 July 2021
Creative Recording of non-stage presentation	Scene Transcriptions: This product launch event featured a vertical video format with exceptionally vibrant colors. Some speakers even used filters to transform into cartoon avatars, and there were many animated interactive effects throughout the presentation.	The Galaxy A Event 17 March 2022
Creative and Special performance	Scene Transcriptions: Three female dancers performed an opening dance at the entrance of the flagship store. The music was lively, the lighting bright, and the venue was decorated predominantly in pink, featuring strawberry bear elements that aligned with the product theme.	Xiaomi CIVI 3 New Product Launch 22 December 2023

• Modality Classification

Building on the 58 initial concepts, this study further classified the associated modality types. Drawing on existing frameworks [34,35], video content elements were categorized into visual modality, auditory modality, semantic modality, and multimodal fusion. All initial concepts were assigned to these modality categories.

Modality classification was conducted at the opening coding stage because subsequent coding would focus increasingly on the extraction and abstraction of content meaning, while the formal and modal features would gradually recede. Establishing the multimodal analysis dimension early provides a foundation for later discussions. Research Question 1(1) is thus addressed. Figure 1 shows the distribution of initial concepts across their corresponding modality categories.

Figure 1. Initial Concepts by Multimodal Category (Source: Authors, created by the authors.).

• First-Round Clustering Coding

The researchers further refined and differentiated the 58 initial concepts extracted in the previous stage. By comparing and clustering codes with similar or opposing meanings, they clarified the logical relationships and hierarchical structure among them, ultimately condensing them into 22 initial categories.

• Second-Round Clustering Coding

After the preliminary formation of initial categories, the researchers noted that those related to speech content and scene settings remained fragmented and required further integration. A second round of clustering was therefore conducted, resulting in 11 subcategories. Table 3 presents the mapping from the 22 initial categories to the 11 subcategories in this second-round clustering.

Table 3. Cluster Coding (Second Round).

Subcategory (B)	Initial Category (A)
B1 Technical Strength Content	A1 Functional Technical Analysis, A2 Product Security, A3 Competitor Comparison, A4 Third-Party Verification (Awards, Partners, etc.), A5 Visual Materials (Technology-Focused)
B2 Technical Descriptions	A6 Text Expression Style (Emphasis on Innovation, Leadership, Uniqueness)
B3 Brand Strength Content	A7 Brand Past Achievements
B4 Product Information	A8 Product Information, A9 Product Type
B5 Product Use Content	A10 Product Presentation, A5 Visual Materials (Scenario-Based)
B6 Product Use Descriptions	A6 Text Expression Style (Lifestyle-oriented, Possibilities)
B7 Technology-Oriented Style	A11 Presentation Pace (Detailed Interpretation, Concise Summary), A12 Spokesperson Role (Technical Expert), A13 Dressing Style (Technical, Casual)
B8 Brand-Oriented Expressions	A14 Brand Future Development, A15 Corporate Culture and Values, A16 Brand Information, A4 Third-Party Verification (Endorsers)
B9 Brand Tone Presentation	A17 Recording Method A18 On-Site Tone (Bright, Dark), A19 On-Site Scene Setting (Designed, Minimalist, Artistic, Others)
B10 Brand-Oriented Style	A12 Spokesperson Role (Business Leader, Marketing and PR, etc.), A13 Dressing Style (Business Style), A20 Speaking Style (Confident)
B11 Atmosphere Rendering	A17 Recording Method, A21 On-Site Sound (Applause, Cheers), A22 Creative Segments

• Axial Coding

During the axial coding stage, the researchers systematically compared and grouped the 11 subcategories to extract higher-level shared concepts. By analyzing the internal logical relationships among the categories, they ultimately identified five main categories: C1 technology and strength, C2 product and usage, C3 technical reliability, C4 brand style, and C5 emotional rendering. The relationships between the subcategories and the main categories are presented in Table 4 below.

Table 4. Selective Coding and Constituent Relationships of Each Category.

Core Category (D)	Major Category (C)	Subcategory (B)	Initial Category (A)
D1 Central Information	C1 Technology and Strength	B1 Technical Strength Content	A1 Functional Technical Analysis, A2 Product Security, A3 Competitor Comparison, A4 Third-Party Verification (Awards, Partners, etc.), A5 Visual Materials (Technology-Focused)
		B2 Technical Descriptions	A6 Text Expression Style (Emphasis on Innovation, Leadership, Uniqueness)
		B3 Brand Strength Content	A7 Brand Past Achievements
	C2 Product and Usage	B4 Product Information	A8 Product Information, A9 Product Type
		B5 Product Use Content	A10 Product Presentation, A5 Visual Materials (Scenario-Based)
		B6 Product Use Descriptions	A6 Text Expression Style (Lifestyle-oriented, Possibilities)
D2 Peripheral Information	C3 Technical Reliability	B7 Technology-Oriented Style	A11 Presentation Pace (Detailed Interpretation), A12 Spokesperson Role (Technical Expert), A13 Dressing Style (Technical, Casual)
	C4 Brand Style	B8 Brand-Oriented Expressions	A14 Brand Future Development, A15 Corporate Culture and Values, A16 Brand Information, A4 Third-Party Verification (Endorsers)
		B9 Brand Tone Presentation	A17 Recording Method, A18 On-Site Tone (Bright, Dark), A19 On-Site Scene Setting (Designed, Minimalist, Artistic, Others)
		B10 Brand-Oriented Style	A12 Spokesperson Role (Business Leader, Marketing and PR, etc.), A13 Dressing Style (Business Style), A20 Speaking Style (Confident)
	C5 Emotional Rendering	B11 Atmosphere Rendering	A17 Recording Method (Creative), A21 On-Site Sound (Applause, Cheers), A22 Creative Segments

• Selective Coding

Selective coding requires the identification of core concepts and the establishment of logical relationships between the core category and other categories. It also involves organizing the storylines in the data and integrating the findings into a coherent theoretical framework [36]. Based on the five main categories derived from axial coding, the researchers further grouped the categories and established their interrelations. Core categories should have dominant characteristics and encompass broader findings than other categories [37]. Accordingly, guided by dual-process theory and the rational–emotional categories in advertising appeals, this study ultimately classified the five main categories into two core categories: core information and peripheral information. Research Question 2(1) is addressed. Table 4 presents the overall structure of the core categories, main categories, subcategories, and initial categories.

3.3.3. Saturation Test and Coding Reliability

To test the completeness of the identified content categories, this study conducted a theoretical saturation check using the 58 reserved sample units. The analysis showed that all elements extracted from these samples were covered by the existing coding scheme, and no new content elements for product launch events were found. Therefore, the constructed coding framework can be considered theoretically saturated.

To ensure coding reliability, a peer review was conducted after the clustering and axial coding stages. Specifically, after the initial coding was completed by the coding team, a peer expert familiar with qualitative research reviewed the coding process and results. The coding team and the peer reviewer engaged in multiple rounds of discussion on coding logic, category naming, and relationship definitions until consensus was reached. The final coding scheme was then optimized based on this review, effectively reducing individual subjectivity and ensuring analytical rigor.

4. Research Findings

4.1. Reinforced Persuasion: The Additivity Effect of Central and Peripheral Information

4.1.1. A Detailed Analysis of Central and Peripheral Information

A detailed analysis of central and peripheral information provides the foundation for understanding how the reinforced persuasion mechanism operates. Drawing on grounded theory, this study identified that central information comprises two major categories, namely technology and strength, as well as product and usage—which primarily introduce various objective aspects of products.

Within the technology and strength category, technology-related content, such as functional technical analysis, product security, and competitor comparison, emerges as the most critical dimension of launch events and represents the core persuasive content. Technology-oriented descriptions focus on the technical attributes of products in textual narratives, including innovation, advancement, and uniqueness. Brand strength content highlights brand past achievements, such as breakthroughs in specific domains and the brand’s sustained investment in research and development. Together, these elements provide a comprehensive and in-depth account of technological capabilities, serving as key content for brands to showcase technical strength while enhancing persuasive appeal.

The product and usage category includes objective product information such as price, launch date, and configuration, which are presented directly. Product use contents are often demonstrated through live trials, empirical testing, or scenario-based visual materials. In addition, the subcategory of product use descriptions employs text expression style (lifestyle-oriented, possibilities) to highlight daily usage and potential applications, thereby articulating the product’s affordances. These three subcategories link technological features to daily user needs, translating abstract technology into concrete, functional uses and strengthening perceptions of product utility. In sum, the two categories of central information, from technical strength to practical usage, provide a holistic representation of product affordances: technical strength content supplies solid factual evidence, while product use content situates technology in real-world contexts.

Peripheral information consists of three major categories: technical reliability, brand style, and emotional rendering. The technical reliability category showcases a technology-oriented style. For example, long, detailed technical explanations signal attentiveness to technology; using technical experts as presenters lends credibility to products and brands. Presenters’ dressing style also communicates reliability and authenticity: Elon Musk and other Tesla representatives frequently appear in black T-shirts, projecting a casual, non-commercial, technology-focused image. In China, a BYD vice president and research director presented in factory overalls, symbolizing both expertise and senior management’s commitment to technology.

The emotional rendering category enhances affective resonance by using cues such as creative video formats, audience applause and cheers, or supplementary interactive elements. Although unrelated to core product attributes, these cues leverage sound, visuals, and atmosphere to shape audience emotions and thereby enhance persuasive force.

The brand style category comprises brand-oriented expressions, brand tone presentation, and brand-oriented style. Brand-oriented expressions highlight brand culture, values, and third-party endorsements, enriching the brand’s overall image. Brand tone presentation is conveyed through production formats and esthetic styles: for instance, the Samsung Galaxy A33 launch adopted a vertical video format with vibrant colors, animated avatars, and interactive visual effects, thereby projecting an image of dynamism, versatility, and generational inclusivity.

Brand-oriented styles emphasize corporate power by employing business leaders or PR professionals as presenters, dressed formally and speaking confidently to reinforce brand trustworthiness. Peripheral information thus complements central content by showcasing the brand and organizational strength underlying technology and products, supplemented with strong affective cues that reinforce persuasive effects.

4.1.2. Composition of the Reinforced Persuasion Mechanism

HSM theory suggests that systematic and heuristic processing are not mutually exclusive but can coexist in parallel. Under the influence of audience motivation, cue consistency, and individual differences, three types of interaction effects typically emerge: additivity effects, attenuation effects, and bias effects [38]. Additivity effects occur when heuristic and systematic processing operate independently, with their influences summing to jointly reinforce the final judgment—an ideal mode. Attenuation effects arise when, under high motivation or deep systematic processing, or when the two types of information conflict, the impact of heuristic processing is weakened [39]. Bias effects often appear under moderate motivation conditions; when information is ambiguous, heuristic processing may indirectly align with the direction of systematic processing [40].

Smart product launch events establish a dual-path communication structure corresponding to the audience’s dual-processing cognition. They also provide a content basis for the emergence of additivity effects. Specifically, peripheral information, conveyed through rich multimodal forms, attracts audience attention and activates intuitive, shallow heuristic processing. Core information, by contrast, presents comprehensive, systematic, and objective arguments, triggering deeper systematic cognition.

Core and peripheral information jointly serve the unified goal of explaining the product and persuading purchase, creating a highly consistent cue environment. Consequently, additivity effects are prominent, forming an ideal state of content reinforcement within the persuasion strategy of launch events. In contrast, contradictory information that could trigger attenuation effects or ambiguous content that could cause bias effects is minimized through carefully designed event scenarios. As a result, additivity effects dominate the overall persuasion structure, producing a dual-path, synergistic, and reinforced persuasion mechanism in smart product launch events. Research Question 3 is addressed.

4.2. Multimodal-Assisted: Synergistic Reinforcement of Form and Content

Smart product launch events feature dense and diverse multimodal elements that play a crucial role in content construction and persuasion, effectively supporting the reinforced persuasion mechanism. Table 5 presents the multimodal categories to which initial concepts were assigned, along with their corresponding multimodal characteristics.

Table 5. Initial Categories by Multimodal Category and Their Multimodal Features.

No	Multimodal Category	Initial Category	Multimodal Features of Initial Concepts
1	Visual Modality	Visual Materials	Static or dynamic visual materials, displayed on large screens or directly inserted into the presentation
2		On-Site Tone	Brightness, warmth, or coolness of colors in the launch event venue or video
3		On-Site Scene Setting	Visualized stage/set design style at the launch event
4		Dressing Style	Presenters’ dressing style: casual style, business style
5		Product Presentation	Visualized product display: static, trial use, or special presentation
6	Auditory Modality	On-Site Sound	Applause, cheers, music, sound effects, and other auditory effects at the venue
7		Speaking Style (Fluency)	Presenter’s speech clarity or obscurity; fluency or interruptions
8		Presentation Pace	Concise summary or detailed interpretation
9	Semantic Modality	Functional Technical Analysis	Speech text content involving functional technical analysis
10		Product Security	Speech text content introducing product security
11		Competitor Comparison	Speech text content involving competitor comparisons
12		Third-Party Verification	Speech text content introducing third-party verification
13		Text Expression Style	Key emphases in speech texts: uniqueness, possibilities, innovation, leadership, lifestyle-oriented, etc.
14		Brand Past Achievements	Speech text content introducing past brand achievements
15		Brand Future Development	Speech text content introducing future brand development
16		Corporate Culture and Values	Speech text content introducing corporate culture and values
17		Product Specific Information	Speech text content introducing product-specific information
18		Brand Information	Speech text content introducing basic brand information
19		Product Type	Speech text content introducing product type
20	Multimodal Integration	Recording Method	Recording scenarios and presentation methods integrating visual and auditory modalities
21		Spokesperson Role	Presenter’s overall image and role integrating visual, auditory, and semantic modalities
22		Creative Segments	Transitions, creative displays, or brand showcases integrating visual, auditory, and semantic modalities

4.2.1. Content-Level Complementary Overlap

In the construction of smart product launch content, multimodal support functions through forms of complementary overlap. The interaction between visual and semantic modalities refines the conceptual meaning of launch content by deploying relations of repetition, synonymy, antonymy, hyponymy, and meronymy [41]. For example, during technical explanations, semantic modality is typically synchronized with technology-oriented visual materials. Because these segments often involve abstract concepts and complex mechanisms, semantic modality alone is insufficient for efficient and precise communication. Visual modality supplements this by providing dynamic or static imagery that conveys technical principles and mechanisms in a more intuitive, clear, and effective way.

Similarly, in product demonstrations, visual and multimodal integrations work in tandem with semantic modality to communicate technical features and product functionality. Such complementary overlaps across modalities are common in launch events, as multisensory channels offset the limitations of single modalities, ensuring a comprehensive presentation of concepts and enriching audience understanding of products.

Auditory modality also complements and interacts with other modalities in supporting content development. Sound elements in launch events play an irreplaceable role in emphasizing content, supplementing rhythm, and creating atmosphere. The pacing of speech, aligned with semantic and visual modalities, regulates the speed and rhythm of information processing, guiding audiences’ choice of cognitive pathways. For instance, a detailed interpretation of technical details enables clear, accurate, and thorough product presentations while leaving sufficient time for comprehension and reflection, reinforcing the semantic content and encouraging deeper cognitive elaboration.

Additionally, live auditory elements provide flexible forms of supplementation. Background music fills temporal gaps during transitions, enhances atmosphere during technical or branding segments, and strengthens persuasive impact. Applause and cheers communicate recognition and positive attitudes from live audiences, adding third-party perspectives that further intensify persuasive effects.

Multimodal integration, by its very nature, is highly flexible and adaptable, often overlapping with other modalities to reinforce meaning. Presenter-related elements exemplify multimodal integration: the presenter’s tone and demeanor supplement and reinforce the interpersonal dimension of meaning [41].

Specifically, the role and style of presenters shape the orientation of content. For example, technical experts as presenters strengthen the reliability of technology and products while reflecting the brand’s emphasis on technical competence. Conversely, business leaders with confident delivery highlight leadership charisma and corporate authority, reinforcing the brand image and organizational ethos. Recording formats and creative segments are likewise distinctive multimodal integrations that showcase brand style and product identity, weaving disparate parts of the launch into a coherent whole.

4.2.2. Form-Level Dynamic Supplementation

The multimodal elements in smart product launch events also exhibit longitudinal continuity, dynamic progression, and cross-cultural compatibility. At the opening stage, peripheral information conveyed through visual, auditory, and multimodal fusion cues is presented first. Background music, live applause, and cheering, combined with stage design and creative segments, work together to engage the audience’s full sensory experience. The primary function of this stage is to attract attention and enhance anticipation, laying the foundation for subsequent in-depth presentations.

When the launch event enters the main content stage, the semantic modality assumes a dominant role, while other modalities dynamically supplement or overlay it to construct a complete persuasive scenario. Visual modalities contribute to logical sequencing and discourse connections [41,42], and can generate metaphorical mappings from source domains to target domains [18].

Specifically, changes in lighting convey scene or content transitions, while flashing lights emphasize key points, such as product reveals or core technology demonstrations. Creative visual materials during scene or content transitions maintain continuity, convey emotion, enhance audience anticipation, and reflect brand style. Auditory modalities, including sound effects, background music, and live reactions, complement visual cues and fill temporal gaps. Multimodal cues map from audiovisual sources to semantic targets, enabling holistic audience perception and shaping understanding of the product and brand. Thus, dynamic multimodal supplementation ensures coherent, engaging content and reinforces the persuasive mechanism.

In addition, multimodality naturally supports cross-cultural communication. It can convey emotions and stances across cultures [43], and its metaphorical structures act as cognitive anchors bridging cultural differences [44]. Most launch events in the sample were held by companies in China and the United States. Despite differing cultural contexts, these events target global audiences; for example, many Chinese brands have conducted English-language launches where multimodal expression played a key role. Visual symbols, musical rhythms, and other modalities help overcome language barriers and create shared meaning across cultures, mapping product information and brand value onto diverse audiences’ cognition. Thus, multimodality enhances structural and semantic coherence, improves global comprehensibility and emotional resonance, and strengthens the overall persuasive effectiveness.

Overall, multimodal cues assist the reinforced persuasion mechanism through both complementary overlap and dynamic supplementation. Complementary overlap emphasizes functional synergy across modalities at the content level, while dynamic supplementation highlights temporal coordination at the formal level. Both the additive and complementary functions of multimodality, as well as its dynamic supplementation, enhance persuasive content and increase persuasive effectiveness. They support the overall impact of smart product launch events and facilitate cross-cultural communication. This addresses Research Question 1(2). Figure 2 illustrates the reinforced persuasion mechanism through multimodal support of central and peripheral information.

Figure 2. The Multimodal-Assisted Reinforced Persuasion Mechanism. (Source: Authors, created by the authors).

5. Discussion

This study examines the multimodal elements and the reinforced persuasion mechanism that structure the content of smart product launch events. Multimodal elements enrich the external form of the event through technological affordances, while the reinforced persuasion mechanism provides the foundation for meaning construction. Based on a grounded analysis of 258 smart product launches, the findings reveal a reinforced persuasion mechanism characterized by a core and periphery structure, in which multimodal cues play a crucial supporting role.

5.1. Theoretical Implications of Reinforced Persuasion Mechanism

Within the communicative context of smart product launch events, the reinforced persuasion mechanism effectively coordinate meaning construction and persuasion processes when dealing with complex content. Smart product launches are centered on high-tech intelligent products, which are marked by technical thresholds and inherent complexity. Consequently, the rhetorical form of launch events differs significantly from that of conventional advertising or marketing campaigns, requiring a more comprehensive and robust persuasive framework.

Existing research in classical rhetoric, persuasion theory, and cognitive processing has long acknowledged the additivity effects of multiple categories of content. From a sender-centered perspective, rhetoric and persuasion theory emphasize the interplay of appeals. Aristotle argued that the integration of emotional, logical, and ethical appeals is essential for effective persuasion [45]. Similarly, Hovland’s persuasion research demonstrated that rational arguments, when combined with moderate emotional appeals such as fear, achieve enhanced persuasive impact [46,47]. From an audience-centered perspective, cognitive processing research verifies that when message content is congruent, the simultaneous activation of heuristic and systematic cues can significantly strengthen persuasive outcomes [38,48,49].

In this study, the rational and objective core information, derived from product capabilities and technological strength, corresponds to the systematic processing pathway, while the diverse and affective peripheral information, covering brand image, reliability, and emotional resonance, aligns with the heuristic pathway. The coordination of these two routes enhances audience comprehension and recognition of the product.

Therefore, the reinforced persuasion mechanism observed in launch events not only resonates with additive persuasion effects established in prior scholarship but also constitutes an upgraded model for complex communication contexts. By integrating core and peripheral information, the mechanism enables efficient message delivery even in cases where the communication object is both structurally complex and cognitively demanding, such as smart products. This dual-path coordination produces additive effects and enhances persuasive efficiency, thereby highlighting the theoretical potential of the reinforced persuasion mechanism in complex information environments.

In the fields of advertising, consumer psychology, and marketing communication, scholars have long examined how factors such as motivation, cognitive capacity, initial attitudes, and information quality influence individuals’ information processing paths [50]. While these micro-level studies deepen our understanding of cognitive mechanisms, their conclusions often face validity challenges due to limited experimental reproducibility [51]. Against this backdrop, the reinforced persuasion mechanism proposed in this study offers a more generalizable theoretical explanation. This mechanism emphasizes that by integrating core and peripheral information, both heuristic and systematic processing paths can be simultaneously activated, generating additive effects and enabling dual-path synergy to maximize communication effectiveness.

Moreover, the application of this mechanism is not limited to smart product launch events. Its underlying logic aligns closely with integrated marketing communication (IMC) theory, which seeks to ensure consistency across media channels by delivering a unified message [52,53]. Similarly, the reinforced persuasion mechanism strengthens persuasive impact within a single information context by unifying message direction and enriching persuasive elements. Thus, it can be viewed as a micro-level embodiment of the consistency principle in IMC.

Furthermore, this study emphasizes the significant multimodal features of smart product launches and demonstrates how multimodality assists the reinforced persuasion mechanism. From one perspective, the reinforced persuasion mechanism is structured at the content level through the interplay of core and peripheral information, whose additive effects drive the persuasive goal. From another perspective, multimodal elements assist meaning construction at the formal level: a single mode is often insufficient, but when strengthened, supplemented, or coordinated with other modes, meanings are more fully expressed and audience comprehension is enhanced [54].

In the grounded coding process, initial concepts could be clustered into core or peripheral categories, but they could also be classified into semantic, visual, auditory, or multimodal hybrid categories depending on their modal characteristics. This suggests that core–periphery information and multimodal elements are inherently intertwined. They represent two complementary ways of understanding meaning, constituting the dual facets of the reinforced persuasion mechanism. From a multimodal perspective, technological affordances amplify the flexibility and affordance of the reinforced persuasion mechanism, highlighting the interplay between content structure and expressive form.

5.2. Practical Implications of the Reinforced Persuasion Mechanism

The reinforced persuasion mechanism in smart product launch events has a strong practical basis. As brand-led formal activities, these events reach diverse audiences, including media, tech enthusiasts, and general consumers. Using a core–peripheral information structure with multimodal assisted, they leverage cross-cultural symbols like visuals and music to overcome cultural barriers and engage audiences’ cognition. This design ensures broad reach and, through the synergy of heuristic and systematic processing, shapes multidimensional understanding.

The main goal of smart product launch events is to systematically persuade audiences to adopt new products. Their long duration and high-density information allow aligned core and peripheral content to avoid attenuation or bias effects while triggering additive effects, strengthening persuasion. This mechanism applies beyond technology, offering value in contexts with complex information and high engagement, such as sustainable marketing, premium services, virtual products, or health communication.

6. Conclusions

This study uncovers the core–periphery content structure and the interplay of multimodal cues in smart product launches, proposing and demonstrating the concept of a multimodal-assisted reinforced persuasion mechanism. This mechanism operates at both the structural and expressive levels: it is embodied in the configuration of core and peripheral information, and it functions through the interaction of semantic, visual, auditory, and multimodal elements, which collectively support cognitive processing and attitude change among audiences. By integrating multimodal analysis with persuasion models, the findings highlight the importance of content composition and expressive strategies in long-duration, structurally complex communicative events such as product launches.

At the theoretical level, this study provides a new analytical framework for persuasion communication research and extends the application scope of persuasion theory to non-traditional advertising contexts. At the practical level, it reveals how smart product launch events achieve shared meaning among global audiences through multimodal integration, offering insights for brand international communication and image building.

Despite offering a systematic analysis of content construction and multimodal coordination, this study has limitations. It does not sufficiently address audience heterogeneity, such as differences in responses across consumer groups or the moderating role of cultural context in persuasion strategies. Additionally, the study relies primarily on qualitative analysis of video texts, without directly measuring audience reactions.

Future research could focus on emerging communication technologies, such as AI-generated content (AIGC), virtual products, and other digital immersive experiences, which not only represent innovative products but also act as driving forces shaping future communication and marketing. It would be valuable to further explore whether the reinforced persuasion mechanism applies in these new media and how they may fundamentally transform traditional information dissemination. Such studies would provide a more comprehensive understanding of the transformative features, development trends, and persuasion requirements of smart products.