YouTube advertising value and its effects on purchase intention
Journal Title: Journal of Global Business Insights - Year 2019, Vol 4, Issue 2
Abstract
This study investigated the factors that affect the YouTube advertising value and its effect on purchasing intention. The data were gathered through a 52-item questionnaire administered to YouTube users (n = 420). Multiple regression analysis determined the effect of the factors on YouTube advertising value, and simple regression analysis determined the effect of its value on purchasing intention and ANOVA test was run to determine the differences of demographic groups via YouTube ads value. The findings indicated that informativeness and entertainment and trendiness had a positive effect on YouTube advertising value; however, irritation had a negative effect. In addition, the findings showed that YouTube advertising value had a positive effect on purchasing intention. Also, the study examined whether YouTube advertising value factors differ according to demographic variables. The findings indicated that some of demographic factors differ via YouTube ads. The theoretical and managerial implications of these findings are discussed.
Authors and Affiliations
Duygu Fırat
Keywords
Related Articles
- EP ID EP657893
- DOI 10.5038/2640-6489.4.2.1097
- Views 67
- Downloads 0
Outdoor enthusiasts’ perspectives on livestock animal treatment
Demand for pork chops and chicken breasts were analyzed using best-worst scaling and consumer choice experiments. Outdoor enthusiasts (who regularly hunt, fish, or participate in outdoor activities), which represent a un...
Marketing strategies for boutique hotels: The case of Istanbul
With the advent of the internet, the rapid development of highly sophisticated information and communication technology (ICT) has had a paramount impact on both consumers and tourism enterprises in the 21stcentury. The f...
Corporate governance in Indian banks post subprime crisis
This paper attempts to unearth quality of corporate governance practices of Indian Banking sector and highlight whether the corporate governance practices of listed public and private sector banks are symmetric post subp...
Factors influencing management development of MBA students: Exploring concerns of business schools in Pakistan
The purpose of this study is to explore factors that reinforce or obstruct business schools in Pakistan to develop managerial knowledge, skills and work-based learning experiences of MBA students. The study is prompted b...
PsyRes: Developing a concept of the psychologically resilient leader
The concept of leader's psychological resilience (PsyRes) is offered as a key in filling the need in today’s highly complex and fast-paced world to be able to handle problems, ambiguity, change, and a host of other deman...