Evaluating the influence of YouTube advertising for attraction of young customers

Autor: Rasoul Sali, Iman Ramezani, Mojtaba Khorram Niaki, Milad Dehghani
Rok vydání: 2016
Předmět:
Zdroj: Computers in Human Behavior. 59:165-172
ISSN: 0747-5632
DOI: 10.1016/j.chb.2016.01.037
Popis: Nowadays, we have been faced with an increasing number of people who are spending tremendous amounts of time all around the world on YouTube. To date, the factors that persuade customers to accept YouTube advertising as an advertising medium are not yet fully understood. The present paper identified four dimensions towards YouTube advertising (i.e., entertainment, Informativeness, Customization and irritation) which may be affected on advertising value as well as brand awareness, and accordingly on purchase intention of consumers. The conceptual model hypothesizes that ad value strategies are positively associated with brand awareness, which in turn influence perceived usefulness of You Tube and continued purchase behavior. For this study, data were collected from students studying at the Sapienza University of Rome. In total, 315 usable questionnaires were chosen in order to analysis of data for the variables. The results show that entertainment, informativeness and customization are the strongest positive drivers, while irritation is negatively related to YouTube advertising. On the other hand, advertising value through YouTube affects both brand awareness and purchase intention of consumers accordingly. A novel model for the advertisement effectiveness analysis through social media.Brands are advised to note the massive potential for YouTube advertising can provide.Consumers' perception on YouTube advertising has been linked to purchase intention.Customization through YouTube advertising plays a main role on advertisement value.
Databáze: OpenAIRE
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