YouTube advertising can influence young customers' purchase intentions. The study evaluated factors that influence the value of YouTube advertising and their relationship to brand awareness and purchase intention. It hypothesized that entertainment, informativeness, customization positively impact ad value and brand awareness, influencing purchase behavior, while irritation negatively impacts ad value. The results showed entertainment, informativeness, customization strongly positively influence ad value, while irritation negatively relates. Ad value through YouTube positively affects both brand awareness and purchase intention.
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
Hey guys i have uploaded my 5th(BMS) semester Research paper on "The impact of internet advertisement On Consumer Buying Behavior Towards Mobile Phones". i hope this will be helpful for getting a brief idea on how research papers are to made and submitted.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online
Ads are no longer unidirectional or one-dimensional but a blend of offline and online techniques designed to directly interact with the community. For many companies, advertising via online platforms such as YouTube and Vimeo has replaced commercials on television altogether. Recently, branded flash mobs have emerged as a popular form of viral advertising. While many branded flash mobs have experienced millions of YouTube views a metric such as view count does not fully indicate the effectiveness of the ad. This netnographic study evaluates viewers’ attitude toward the ad to better understand the effects of branded flash mobs. After examining 2,882 YouTube comments from three virally successful branded flash mob ads, a typology is developed, referred to as the archetype of consumer attitude matrix, to enable academics to formulate research questions regarding branded flash mobs. These archetypes of consumer attitudes to the online ad, in this case branded flash mobs, aid in the assessment of consumer response based on processing (cognitive versus emotive) and stance (supportive versus antagonistic). This typology also serves as a guide to marketing managers in the use of branded flash mobs in their viral campaigns. The article concludes with recommendations for future research.
The impact of online advertising on consumer buying behaviour towards mobile ...rahul_yadav96
Hey guys i have uploaded my 5th(BMS) semester Research paper on "The impact of internet advertisement On Consumer Buying Behavior Towards Mobile Phones". i hope this will be helpful for getting a brief idea on how research papers are to made and submitted.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online
Ads are no longer unidirectional or one-dimensional but a blend of offline and online techniques designed to directly interact with the community. For many companies, advertising via online platforms such as YouTube and Vimeo has replaced commercials on television altogether. Recently, branded flash mobs have emerged as a popular form of viral advertising. While many branded flash mobs have experienced millions of YouTube views a metric such as view count does not fully indicate the effectiveness of the ad. This netnographic study evaluates viewers’ attitude toward the ad to better understand the effects of branded flash mobs. After examining 2,882 YouTube comments from three virally successful branded flash mob ads, a typology is developed, referred to as the archetype of consumer attitude matrix, to enable academics to formulate research questions regarding branded flash mobs. These archetypes of consumer attitudes to the online ad, in this case branded flash mobs, aid in the assessment of consumer response based on processing (cognitive versus emotive) and stance (supportive versus antagonistic). This typology also serves as a guide to marketing managers in the use of branded flash mobs in their viral campaigns. The article concludes with recommendations for future research.
Which platforms to launch social media presencesDeAnna .docxharold7fisher61282
Which platforms to launch social media presences?
DeAnna Ray
CTU
Unit: Crafting the Message
1
introduction
Social media has completely made marketing work both competitive and easier. It has given the entrepreneur an opportunity to directly engage with their clients something that makes them internalize the product’s brand. Whether the media an entrepreneur chooses in marketing and advertising of the products will work well, depends on the persuasiveness of the language used in advertisement message, the following of the media in terms of audience and the group of people using the media used (Brofyonski, 2012)..
Social media
Social media is the use of the electronic gadgets in exchanging information and ideas through interaction and building of computer-generated networks or communities.
Also social media is described in form of design, in which it is referred to as internet based media that allows electronic communication of personal information and ideas for example photos, videos, through texts, recording, both video and audio calls (Brofyonski, 2012).
Originally, social media was a friendship tool but it has evolved to be a very useful tool in business field due to its high audience power.
Platforms and outlets in social media
Facebook is an American based social platform which controls the huge population in the world with an estimated following of more than 2 billions people.
Instagram is asocial networking sister company of Facebook used in sharing pictures and videos.
Twitter is an American social media that is used by many people for sharing the news and engage with each other through texts commonly known as tweets.
YouTube is a video sharing media based in America and which is run by Google company
Types of messaging and content that are most common in social media programs
Content which stimulates emotions for example making the message to be humor and this helps especially in advertisement because it makes people to remember the brand of the product (Scott, nd).
Inspirational messaging which gives encouragements to the people reading it.
The content that meet the audience on intellectual level
Visual content for example graphs, info graphs, GIFs and such
Live-streaming videos especially in YouTube and instagram.
Most effective platforms
Facebook
This platform is effective because of its large number of active users who make it more interactive.
Facebook is used by all groups of people without age limit therefore making it effective in business advertisement.
Also this platform has an option of sponsoring ads in which the pricing will depend on the number of people the user wants to reach.
Facebook does not consume a lot of internet bundles as compared to other platforms and therefore it is not expensive Werner, Hulme & Camden, 2008) (2008). .
f
Twitter
Twitter, is the only platform that has made it easy to easily reach those people who are more influencing in this world (Zimmerman & Ng, nd). .
E-comm.
YOUTUBE CONTENT CREATION AND ONLINE BUSINESS PROMOTION-UGC CARE LIST AUG 2022...PugalendhiR
The Supreme figure of social media users around the world is increasing day by day. With 2 billion users in 2020 and 2.29
billion users in 2021(We are Social, 2021), The Challenges and reputable factors of Content Creation on YouTube. The
intent of this study is to deliver a logical discussion of the various aspects of popular YouTubers who use YouTube is a
primary tool for their business. YouTube will become the second most used social media platform in the world. By 2021,
more than 2 billion users will be logged every month. Significantly, consumers will watch more than one billion hours of
videos every day on YouTube (YouTube, 2021). And most YouTube users turn their visitors into consumers through online
commerce. This study is an attempt other’s brand through the YouTube channel. A study was conducted among 31 Popular
Tamil women YouTubers. In addition, this study shows effective ways to apply for online business; How YouTube viewers
and subscribers convert into to consumer. The Descriptive Analysis was done with the help of SPSS version 16, Also
ANOVA test outcomes of this research article shows that YouTube content creation and Video Promoting skills lead to
becoming digital entrepreneurship, YouTube platform helps to distribute their brands to the mass people.
Effect of Advertising Media on Sales Performance of Cable TV Network Firms in...AI Publications
The study aimed to investigate the impacts of advertising media on sales performance of firms in Cable TV network sector in Mwanza city, Tanzania. Specifically, this study concentrated in determining how digital marketing affects sales performance, determining effect of TV/Radio on sales performance of firms, assessing effect of outdoor (out of home) on sales performance.. This study employed quantitative methodology. The targeted population of the study was about 414 network managers from the six Cable TV network service providers and A sample of 83 network managers, selected from a population of 414 Cable TV network firms and were selected using simple random sampling technique. Questionnaire and documentary review are used to collect data. The study employed descriptive statistics and inferential statistics. The results revealed that all the advertising media namelydigital marketing, TV/Radio and outdoor had a significantly positive effect on sales performance of Cable Network firms. The study further found that mobile marketing had the highest effect of firms’ ales performance followed by outdoor adverting, then social media marketing and lastly TV/Radio. The study lastly recommends that management should create readiness of the company in terms of ensuring products and organization area, and establish a great team. The study also recommended that Cable TV firms should use more of modern advertising especially mobile marketing and social media marketing as they can be accessed by customer 24/7/365 and will reach more people. The marketing/Advertising department should develop marketing plan for advertising to assist measuring effectiveness of each advertising media and hence this can help in developing effective marketing activities.
YouTuYouTube Ads: Unleashing the Potential of Modern Advertisingbe Ads.docxBrandbajade
Businesses are constantly looking for novel ways to engage their target audience in a world where the digital landscape is constantly changing and consumer attention is a finite resource. The importance of YouTube advertisements has been more prominent in this dynamic effort, giving marketers an excellent platform to forge close bonds with their audience in previously unheard-of ways. YouTube commercials have transformed the advertising landscape by giving businesses a platform to highlight their goods, tell stories and leave a lasting impression. This is thanks to their broad reach, creative diversity and highly-targeted capabilities.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
There has been constant and intense competition by organizations through the use of advertisement
as a tool. Nowadays we as consumers have been encircled or rather sieged by advertisements of different
organizations. Market researchers argue that these advertisements are still important in attracting consumers to
a certain brand, however critics believe it’s becoming less effective
Hi, I did my master's programme at the prestigious university of Dundee. Do find my thesis report on the topic Digital marketing of Hilton Hotel in The Netherland. It was great. During my bachelor study at Hoge school Rotterdam, I wrote a thsis on Export of Martenal Mobile Hospital to Nigeria. I enjoyed my studies in The Netherlands and in Scotland as well.
MKT 335 Milestone Three Content PlanSouthern New Hampshire IlonaThornburg83
MKT 335 Milestone Three: Content Plan
Southern New Hampshire University
Moné Jones
June 5, 2022
Campaign Proposal Content Plan
An effective digital campaign should cover all aspects of digital media for it to be successful. People use different social media that suits and meet their needs. Thus, it will important to exploit all the social media to broaden the number of target audience that our plans will reach. Also, to attract the attention of these audience the contents of the campaign must be interesting as possible.
Content and Key Information Needed for the Selected Channels
Our campaigns will target five main channels to reach the audience. These channels are Facebook, Twitter, Instagram, Tik Tok, and google. These channels only support the picture and video form contents. The contents need to be around the services that the company is going to offers. Disney offers the entertainment and refreshment services; therefore, the content of the campaign forms needs to be interesting and unique.
Basing on the services that the company is offering; it is important to give more emphasis to Facebook and Instagram channels and the organizations websites. The links of the organization website will be integrated to the video of pictures in every channel (Sultana, & Shil, 2019). Some of the important information need to the selected channels include:
i. Information in terms of the best way to leverage the selected social media channels
ii. Methods of measuring the effectiveness of the selected channels
iii. Information that describes the audience reached by the selected channels.
Touchpoints Map
The touch points are the engagements with a brand online. It includes the elements such as the brands website, advertisements, social media, and the search engine results. Paid media includes search engine marketing and social media advertising, which can be considered as paid channels. Owned media include company websites and social media platforms. They can be seen as separate channels (Dahl, et al., 2018). The media obtained include press releases and social media mentions. They can be seen as a winning channel. Figure shows the touch points for owned, earned, and paid channels.
Messaging guidelines
The messaging guidelines are essential or maximizing the effectiveness of the content. Therefore, to achieve this important objective, it must ensure that that it has certain features. First, the message must be clear and consistent across all the channels selected by the company. This important feature will allow the target audience to identify the organization easily. Second, the message must include a distinguishing factor to allow the audience to know the organization that the message is coming from. Or the picture, the information about the company must be included while video ads should include the description of the company. Third, the message needs to include compelling story in the form of a message when a distinguishing actor is not in ...
This tutorial presentation provides a step-by-step guide on how to use Facebook, the popular social media platform. In simple and easy-to-understand language, this presentation explains how to create a Facebook account, connect with friends and family, post updates, share photos and videos, join groups, and manage privacy settings. Whether you're new to Facebook or just need a refresher, this presentation will help you navigate the features and make the most of your Facebook experience.
Multilingual SEO Services | Multilingual Keyword Research | Filosemadisonsmith478075
Multilingual SEO services are essential for businesses aiming to expand their global presence. They involve optimizing a website for search engines in multiple languages, enhancing visibility, and reaching diverse audiences. Filose offers comprehensive multilingual SEO services designed to help businesses optimize their websites for search engines in various languages, enhancing their global reach and market presence. These services ensure that your content is not only translated but also culturally and contextually adapted to resonate with local audiences.
Visit us at -https://www.filose.com/
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Which platforms to launch social media presencesDeAnna .docxharold7fisher61282
Which platforms to launch social media presences?
DeAnna Ray
CTU
Unit: Crafting the Message
1
introduction
Social media has completely made marketing work both competitive and easier. It has given the entrepreneur an opportunity to directly engage with their clients something that makes them internalize the product’s brand. Whether the media an entrepreneur chooses in marketing and advertising of the products will work well, depends on the persuasiveness of the language used in advertisement message, the following of the media in terms of audience and the group of people using the media used (Brofyonski, 2012)..
Social media
Social media is the use of the electronic gadgets in exchanging information and ideas through interaction and building of computer-generated networks or communities.
Also social media is described in form of design, in which it is referred to as internet based media that allows electronic communication of personal information and ideas for example photos, videos, through texts, recording, both video and audio calls (Brofyonski, 2012).
Originally, social media was a friendship tool but it has evolved to be a very useful tool in business field due to its high audience power.
Platforms and outlets in social media
Facebook is an American based social platform which controls the huge population in the world with an estimated following of more than 2 billions people.
Instagram is asocial networking sister company of Facebook used in sharing pictures and videos.
Twitter is an American social media that is used by many people for sharing the news and engage with each other through texts commonly known as tweets.
YouTube is a video sharing media based in America and which is run by Google company
Types of messaging and content that are most common in social media programs
Content which stimulates emotions for example making the message to be humor and this helps especially in advertisement because it makes people to remember the brand of the product (Scott, nd).
Inspirational messaging which gives encouragements to the people reading it.
The content that meet the audience on intellectual level
Visual content for example graphs, info graphs, GIFs and such
Live-streaming videos especially in YouTube and instagram.
Most effective platforms
Facebook
This platform is effective because of its large number of active users who make it more interactive.
Facebook is used by all groups of people without age limit therefore making it effective in business advertisement.
Also this platform has an option of sponsoring ads in which the pricing will depend on the number of people the user wants to reach.
Facebook does not consume a lot of internet bundles as compared to other platforms and therefore it is not expensive Werner, Hulme & Camden, 2008) (2008). .
f
Twitter
Twitter, is the only platform that has made it easy to easily reach those people who are more influencing in this world (Zimmerman & Ng, nd). .
E-comm.
YOUTUBE CONTENT CREATION AND ONLINE BUSINESS PROMOTION-UGC CARE LIST AUG 2022...PugalendhiR
The Supreme figure of social media users around the world is increasing day by day. With 2 billion users in 2020 and 2.29
billion users in 2021(We are Social, 2021), The Challenges and reputable factors of Content Creation on YouTube. The
intent of this study is to deliver a logical discussion of the various aspects of popular YouTubers who use YouTube is a
primary tool for their business. YouTube will become the second most used social media platform in the world. By 2021,
more than 2 billion users will be logged every month. Significantly, consumers will watch more than one billion hours of
videos every day on YouTube (YouTube, 2021). And most YouTube users turn their visitors into consumers through online
commerce. This study is an attempt other’s brand through the YouTube channel. A study was conducted among 31 Popular
Tamil women YouTubers. In addition, this study shows effective ways to apply for online business; How YouTube viewers
and subscribers convert into to consumer. The Descriptive Analysis was done with the help of SPSS version 16, Also
ANOVA test outcomes of this research article shows that YouTube content creation and Video Promoting skills lead to
becoming digital entrepreneurship, YouTube platform helps to distribute their brands to the mass people.
Effect of Advertising Media on Sales Performance of Cable TV Network Firms in...AI Publications
The study aimed to investigate the impacts of advertising media on sales performance of firms in Cable TV network sector in Mwanza city, Tanzania. Specifically, this study concentrated in determining how digital marketing affects sales performance, determining effect of TV/Radio on sales performance of firms, assessing effect of outdoor (out of home) on sales performance.. This study employed quantitative methodology. The targeted population of the study was about 414 network managers from the six Cable TV network service providers and A sample of 83 network managers, selected from a population of 414 Cable TV network firms and were selected using simple random sampling technique. Questionnaire and documentary review are used to collect data. The study employed descriptive statistics and inferential statistics. The results revealed that all the advertising media namelydigital marketing, TV/Radio and outdoor had a significantly positive effect on sales performance of Cable Network firms. The study further found that mobile marketing had the highest effect of firms’ ales performance followed by outdoor adverting, then social media marketing and lastly TV/Radio. The study lastly recommends that management should create readiness of the company in terms of ensuring products and organization area, and establish a great team. The study also recommended that Cable TV firms should use more of modern advertising especially mobile marketing and social media marketing as they can be accessed by customer 24/7/365 and will reach more people. The marketing/Advertising department should develop marketing plan for advertising to assist measuring effectiveness of each advertising media and hence this can help in developing effective marketing activities.
YouTuYouTube Ads: Unleashing the Potential of Modern Advertisingbe Ads.docxBrandbajade
Businesses are constantly looking for novel ways to engage their target audience in a world where the digital landscape is constantly changing and consumer attention is a finite resource. The importance of YouTube advertisements has been more prominent in this dynamic effort, giving marketers an excellent platform to forge close bonds with their audience in previously unheard-of ways. YouTube commercials have transformed the advertising landscape by giving businesses a platform to highlight their goods, tell stories and leave a lasting impression. This is thanks to their broad reach, creative diversity and highly-targeted capabilities.
International Journal of Business and Management Invention (IJBMI) is an international journal intended for professionals and researchers in all fields of Business and Management. IJBMI publishes research articles and reviews within the whole field Business and Management, new teaching methods, assessment, validation and the impact of new technologies and it will continue to provide information on the latest trends and developments in this ever-expanding subject. The publications of papers are selected through double peer reviewed to ensure originality, relevance, and readability. The articles published in our journal can be accessed online.
There has been constant and intense competition by organizations through the use of advertisement
as a tool. Nowadays we as consumers have been encircled or rather sieged by advertisements of different
organizations. Market researchers argue that these advertisements are still important in attracting consumers to
a certain brand, however critics believe it’s becoming less effective
Hi, I did my master's programme at the prestigious university of Dundee. Do find my thesis report on the topic Digital marketing of Hilton Hotel in The Netherland. It was great. During my bachelor study at Hoge school Rotterdam, I wrote a thsis on Export of Martenal Mobile Hospital to Nigeria. I enjoyed my studies in The Netherlands and in Scotland as well.
MKT 335 Milestone Three Content PlanSouthern New Hampshire IlonaThornburg83
MKT 335 Milestone Three: Content Plan
Southern New Hampshire University
Moné Jones
June 5, 2022
Campaign Proposal Content Plan
An effective digital campaign should cover all aspects of digital media for it to be successful. People use different social media that suits and meet their needs. Thus, it will important to exploit all the social media to broaden the number of target audience that our plans will reach. Also, to attract the attention of these audience the contents of the campaign must be interesting as possible.
Content and Key Information Needed for the Selected Channels
Our campaigns will target five main channels to reach the audience. These channels are Facebook, Twitter, Instagram, Tik Tok, and google. These channels only support the picture and video form contents. The contents need to be around the services that the company is going to offers. Disney offers the entertainment and refreshment services; therefore, the content of the campaign forms needs to be interesting and unique.
Basing on the services that the company is offering; it is important to give more emphasis to Facebook and Instagram channels and the organizations websites. The links of the organization website will be integrated to the video of pictures in every channel (Sultana, & Shil, 2019). Some of the important information need to the selected channels include:
i. Information in terms of the best way to leverage the selected social media channels
ii. Methods of measuring the effectiveness of the selected channels
iii. Information that describes the audience reached by the selected channels.
Touchpoints Map
The touch points are the engagements with a brand online. It includes the elements such as the brands website, advertisements, social media, and the search engine results. Paid media includes search engine marketing and social media advertising, which can be considered as paid channels. Owned media include company websites and social media platforms. They can be seen as separate channels (Dahl, et al., 2018). The media obtained include press releases and social media mentions. They can be seen as a winning channel. Figure shows the touch points for owned, earned, and paid channels.
Messaging guidelines
The messaging guidelines are essential or maximizing the effectiveness of the content. Therefore, to achieve this important objective, it must ensure that that it has certain features. First, the message must be clear and consistent across all the channels selected by the company. This important feature will allow the target audience to identify the organization easily. Second, the message must include a distinguishing factor to allow the audience to know the organization that the message is coming from. Or the picture, the information about the company must be included while video ads should include the description of the company. Third, the message needs to include compelling story in the form of a message when a distinguishing actor is not in ...
This tutorial presentation provides a step-by-step guide on how to use Facebook, the popular social media platform. In simple and easy-to-understand language, this presentation explains how to create a Facebook account, connect with friends and family, post updates, share photos and videos, join groups, and manage privacy settings. Whether you're new to Facebook or just need a refresher, this presentation will help you navigate the features and make the most of your Facebook experience.
Multilingual SEO Services | Multilingual Keyword Research | Filosemadisonsmith478075
Multilingual SEO services are essential for businesses aiming to expand their global presence. They involve optimizing a website for search engines in multiple languages, enhancing visibility, and reaching diverse audiences. Filose offers comprehensive multilingual SEO services designed to help businesses optimize their websites for search engines in various languages, enhancing their global reach and market presence. These services ensure that your content is not only translated but also culturally and contextually adapted to resonate with local audiences.
Visit us at -https://www.filose.com/
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Improving Workplace Safety Performance in Malaysian SMEs: The Role of Safety ...AJHSSR Journal
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burden of workplace accidents. A consensus among scholars attributes a substantial portion of these incidents to
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targeted Safety and Health/Human Resource professionals within the manufacturing sector of SMEs. We
gathered a robust dataset comprising 107 responses through a meticulously designed self-administered
questionnaire. Employing advanced partial least squares-structural equation modeling (PLS-SEM) techniques
with SmartPLS 3.2.9, we rigorously analyzed the data to scrutinize the intricate relationship between safety
behavior and safety performance. The research findings unequivocally underscore the palpable and
consequential impact of safety behavior variables, namely safety compliance and safety participation, on
improving safety performance indicators such as accidents, injuries, and property damages. These results
strongly validate research hypotheses. Consequently, this study highlights the pivotal significance of cultivating
safety behavior among employees, particularly in resource-constrained SME settings, as an essential step toward
enhancing workplace safety performance.
KEYWORDS :Safety compliance, safety participation, safety performance, SME
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This is the place where you become a Digital Marketing Expert.
Project Serenity is an innovative initiative aimed at transforming urban environments into sustainable, self-sufficient communities. By integrating green architecture, renewable energy, smart technology, sustainable transportation, and urban farming, Project Serenity seeks to minimize the ecological footprint of cities while enhancing residents' quality of life. Key components include energy-efficient buildings, IoT-enabled resource management, electric and autonomous transportation options, green spaces, and robust waste management systems. Emphasizing community engagement and social equity, Project Serenity aspires to serve as a global model for creating eco-friendly, livable urban spaces that harmonize modern conveniences with environmental stewardship.
Exploring The Dimensions and Dynamics of Felt Obligation: A Bibliometric Anal...AJHSSR Journal
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2. The proliferation of content advertising on YouTube has
attracted advertisers' attention to invest in this evolving medium as
a brand communication and effective online advertising platform.
Advertisements on YouTube as a sharing platform shows on the
site's homepage, which includes elements published or chosen by
users (Adage). They may also become visible on the video's viewing
page, normally in the form of a banner. The advertiser can also
demand that the proposed advertisement be targeted with respect
to the video content, in which case higher rates apply. New
advertising formats have been developed to have this effect (Ad Age
Survey).
Basically, there are two types of advertisement on YouTube
video. In stream video advertising and in-video advertising are two
different types of advertisements through YouTube. In stream ads
let viewers choose to watch brand' ads, or skip it after playing for at
least 5 s. Standard In-Stream Ads can be a maximum of 15 s. In
-video ads are the ads that usually appear on the lower portion of
company's video. These ads typically appear for the 15 s mark that
the viewer if desired can close or minimize them (Adage; Pikas &
Sorrentino, 2014). Although television stays the primary form of
media and holds a relatively stable impact, social media channels
such as YouTube continues to grow, which is experiencing a
considerable acceleration in the development of advertising in-
vestments (Adage; Bellman, Schweda, & Varan, 2009; Clancey,
1994). Thus, one arisen question is whether advertisers who are
experiencing the effects of advertising substitution between You-
Tube and other forms of media could operate this new environment
in order to obtain the best return of investment with the help of
YouTube advertising.
Despite the critical need to explore all aspects of YouTube as a
new advertising platform, there is a lack of knowledge concerning
the advertising plan for companies. Therefore, the present research
attempts to fill gaps by investigating if and how YouTube ad affects
advertisement's value and customers' intentions to purchase. To
the best of our knowledge, no studies have tested the relationship
between YouTube ad factors on the value of advertising and pur-
chase intention nor have identified predictors for these variables.
Therefore, the purpose of this study is to provide and examine a
comprehensive integrated model for YouTube advertising by
overcoming the limitations of previous studies on social media. To
this aim, our research questions are:
1 Does optimized YouTube advertising play an important role in
forming purchase intention of consumers?
2 What are the affective factors that influence YouTube adver-
tising value in advertisements?
3. Does customization of YouTube ads make a valuable contribu-
tion for boosting affective qualities on advertising value?
The paper proceeds as follows: it briefly reviews the literature
on our variables, then develops research hypotheses and describes
our methods. Finally, it presents the results of the content analysis
and a discussion of findings.
2. Literature review
2.1. Entertainment
Entertainment in media channels defines to which entertaining
for media users (Eighmey & McCord, 1998). Previous research de-
termines that offering a higher entertainment value is likely to
cause a benefit for media users that encourage them to use the
media more often. Advertising entertainment indicates the possi-
bility of an advertisement, as well as enjoyment consumers and
pleasure, which proceed from the advertisement (Lee & Choi,
2005). Advertisements are presumably to be utilized in order to
actualize consumers' hedonic needs (Rodgers & Thorson, 2000).
Hence, developing likeability of enjoyment and pleasure (Pollay &
Mittal, 1993). The social media environment advertising by pre-
senting pleasant entertainment is capable of enhancing consumer
hedonic needs (Fischer & Reuber, 2011; Edwards, Li, & Lee, 2002a,
2002b). In, the value of entertainment lies in the ability to augment
user needs for enjoyment, emotional release and diversion
(Muntinga, Moorman, & Smit, 2011) by letting the consumers to
experience, exchange information, and even photo and video clips
with their social connections (Kim, Sohn, & Choi, 2011).
In terms of Madison &Vine through YouTube channel, many
marketers have subscribed to merge advertising and entertainment
in order to reach more customers with engaging messages as well
as embedding brands on props within entertaining program. Thus,
product placements are the most common form of branded
entertainment, which break through the clutter and create new
avenues for gaining attention of more consumers (Kotler &
Armstrong, 2013).
2.2. Informativeness
Informativeness can be defined as the extent to which provides
users with helpful and resourceful information (Chen, 1999;
Ducoffe, 1995a, 1995b). Clancy, Maura (Clancey, 1994) suggests
that media users distinguish the advertising's ability to provide
consumer information the fundamental reason for accepting the ad
itself. Ducoffe (Ducoffe, 1995a, 1995b) defines informativeness as
“consensus exists with regard to the ability of advertising to inform
consumers of product alternatives”, and hence, it can lead the
satisfying decision of purchasing. Erdem (Erdem, Swait, &
Valenzuela, 2006) found that consumers tend to demonstrate
more signs of searching product information, and gain information
more through unconditional, interpersonal information exchange
(De Mooij & Hofstede, 2010). Furthermore, the concept is extended
and many scholars showed the importance of informativeness on
attitudes toward social media advertisements (Aswad). Thus, social
media provides a proper tool for such a purpose because of its
format, which displays further product information (Lee & Choi,
2005).
2.3. Irritation
Irritation can be described as the measure to which the content
is messy and irritating to surfers (Eighmey & McCord, 1998). Pre-
vious studies indicate that people are increasingly resistant to TV
commercials and thus they ignore the ads or use that time to
participate in another activity (Clancey,1994; Speck & Elliott,1997).
Online advertising such as banner ads and pop-up ads are also
distinguished as annoying and irritating (Edwards et al., 2002a,
2002b). People tend to avoid online advertising due to the irri-
tating aspects of internet ads (Benway, 1998; Cho et al., 2004).
Ducoffe (Ducoffe, 1995a, 1995b) noted that irritating banner ads
may put on distract consumers' attention and human experiences.
Consumers were more likely to figure out the advertisements as an
irritating and an unwanted irritating penetration when it engaged
annoy, offend or overly manipulative techniques (Edwards et al.,
2002a, 2002b; Pasadeos, 1990). Concerning social media like You-
Tube, irritation linked to advertising may be indicated to goal
interruption as well as concerns of consumers for losing their pri-
vacy (Corstjens & Umblijs, 2012).
2.4. Customization
Customers are more amendable on advertisements when is
M. Dehghani et al. / Computers in Human Behavior 59 (2016) 165e172
166
3. personalized and relevant to their lifestyle (DeZoysa, 2002).
Therefore, it is necessary for advertisers to follow customer needs,
profiles, and consumption patterns (Rao & Minakakis, 2003).
Ducoffe (Ducoffe, 1995a, 1995b) believed that advertising works
effectively when value is exchanged between consumers and ad-
vertisers through the advertised messages. In the other words,
consumers are presumably to pay attention to ads that are distin-
guished to be more personalize but avoid ads that are considered to
have less customized (Liu, Li, Mizerski, & Soh, 2012). Social media
with customization advantage can change the way of advertising,
which has given profiling, and tracking customer activities based on
location and demographics for each user (Zeng, Huang, & Dou,
2009). YouTube as one of the strongest channel among the other
social media has a potential platform to carry out the company'
mission by distributing and producing video content based on each
user' needs and preferences.
2.5. Advertising value
Advertising value, defined as “a subjective evaluation of the
relative worth or utility of advertising to consumers”, therefore, it is
used as a useful tool for measuring the effectiveness of advertising
(Edwards et al., 2002a, 2002b; Rao & Minakakis, 2003). Consumers
find the value of advertising when advertised message is relevant to
their needs. Moreover, the value of advertising exchange between
advertisers and consumers through content when advertising
works effectively (Golding). Thus, advertising value can be indi-
cated as an overall assessment and representation of the worth of
advertising on social media.
2.6. Brand awareness
Brands can effectively enhance robust relationships with cus-
tomers (Tsimonis & Dimitriadis, 2014). Brand awareness described
as the recognition or memory of a brand (Huang & Sarig€
ollü, 2012).
Today, new media not only amplify the existing customer-to-firm
and firm-to-customer relationships, but also present new trans-
formation on conventional options, boosting the ability of firms to
interact with customer dialog and accordingly strengthening their
communications 'tool (Tsimonis & Dimitriadis, 2014). Social media
can build and raise brand awareness (Stephen & Toubia, 2010) since
a huge number of people are already visiting social media, a brand
name spread all over those networks can help notify people about it
and become widespread with the firm, creating brand awareness
(Golding).
2.7. Purchase intention
Previous research has indicated that purchase intention is the
most noteworthy indicator of advertising effectiveness and may be
affected by indicators such as attitude towards the ad (Chen, 1999;
Wu, 2006). For instance, MacKenzie et al (MacKenzie & Lutz, 1989).
found that the attitude toward the ad affects brand awareness and
purchase intentions. Moreover, Zeng et al (Zeng et al., 2009).
identified that advertising value relates positively to behavior
intention in the social media environment. More specifically, the
other study recognizes advertising value as a leading to purchase
intention in social media advertising (Kim et al., 2011). Dehghani
and Tumer (Dehghani & Tumer, 2015) investigated purchase
intention depended largely on the recommendations and brand's
value that other consumers have shared on social media channels.
2.8. YouTube advertising
The newly-developed format of online video advertising,
holding both properties that TV and social media have, possess
some characteristics, which are different from the more traditional
advertising format (Dehghani, Nourani, & Choubtarash, 2012). The
studies of MacKenzie et al (MacKenzie, Lutz, & Belch, 1986). and
Van-Tien Dao et all (Van-Tien Dao, Nhat Hanh Le, Ming-Sung
Cheng, & Chao Chen, 2014a, 2014b). viewed social media adver-
tising as more trustworthy and informative which affect traditional
assessments of advertising effectiveness (i.e., the information and
entertainment value) and more than the ad's utility for purchasing
decisions would influence the advertising value. Recent researches
indicate that the advertising budgets directed toward social media
are continuously growing, proposing that brands are increasingly
interested in interacting with their fans, helping shape their ex-
periences, and leveraging their voices for a greater advertising in-
fluence (Lipsman, Mudd, Rich, & Bruich, 2012). YouTube features a
number of video types, which could, in principle, feature the brand
more centrally; nevertheless, a few studies demonstrate that con-
sumers find it hard to recall seeing product-related information on
the site, showing that brands may often play a more lateral role
(Pikas & Sorrentino, 2014; Dehghani, Choubtarash, & Nourani,
2013).
Nevertheless, the pervious literature on YouTube advertising
have never considered the factors affecting the advertising value
and its impacts on brand awareness and consumer purchase
intention subsequently. In addition, previous studies on social
media advertising have shown that advertising attitude is related to
three factors: informativeness, entertainment and irritation; how-
ever, the direct effect of ads' customization together with other
components have never been analyzed. Therefore, this study de-
velops the literature by linking the consumers' attitude toward the
advertising value as well as brand awareness and purchase inten-
tion, and by adding the ads' customization as an affective factor on
ad value.
2.9. Conceptual model and hypothesis
In this section, we present our hypotheses and conceptual
model based on the previous discussion on literature review
regarding consumer attention on YouTube advertising and addi-
tional relevant issues related to our variables. There are many ways
to measure advertising effectiveness, such as through brand
awareness (Dehghani et al., 2013), brand value (Cobb-Walgren,
Ruble, & Donthu, 1995) and purchase intentions, in which con-
sumers form perceptions about the physical characteristics of a
brand from various information sources on advertising (Pikas &
Sorrentino, 2014; Lipsman et al., 2012). These attributes
contribute to the meaning or value the brand gives consumer, such
as brand awareness (Rao & Minakakis, 2003; Debatin, Lovejoy,
Horn, & Hughes, 2009; Lee & Shen, 2009).(See Fig. 1)
Empirically, Ducoffe (Edwards et al., 2002a, 2002b) conducted a
study regarding the aspect of irritation on ad value that had a
negative impact on the attitude toward the ad. In addition, in a
separate study, Ducoffe (Rao & Minakakis, 2003) reported that
there is a negative relationship between irritation and ad value and
a positive correlation between informativeness and advertising
value, which accordingly effect on attitude toward advertising.
Previous studies have also shown that advertising value is related
to three factors: informativeness, entertainment and irritation,
which in turn influence attitudes toward advertising (Waters,
Canfield, Foster, & Hardy, 2011). Nevertheless, entertainment and
informativeness are measured from the positive aspect of social
media advertising, representing affective values and cognitive
value respectively (Lee & Choi, 2005). On the other hand, a different
study found irritation has nothing to do with advertising value, but
reflects consumers' negative reactions to incompletely deliver
M. Dehghani et al. / Computers in Human Behavior 59 (2016) 165e172 167
4. social media advertising (Aaker & Bruzzone, 1985). Base on the
previous studies customized advertising can enhance informa-
tiveness, pleasure and credibility. However, Customized advertising
can also decrease irritation because advertising messages are well
personalized to deal with customer's interest and preference. Ac-
cording to (Lee, Kim, & Sundar, 2015) personalization does not
indicate a direct influence on advertising value, but has an indirect
influence through informativeness, credibility, and entertainment.
The study of Cobb-Walgren et al (Cobb-Walgren et al., 1995), a
consumer's brand awareness, as formed by advertising, influences
purchase intentions through social media channel (Dehghani &
Tumer, 2015). To confirm this process, Kim and park (Kim, Kim, &
Park, 2010) performed an empirical test and determined that
consumer's attitude toward the advertising positively influence
purchase intentions. Overall, these form the total utility that the
possibility of consumer's attention on social media advertising such
as YouTube channel. Therefore, we considered the following hy-
pothesis for our empirical research:
H1: Consumer has perceived informativeness through YouTube
advertising, which is positively affecting advertising value.
H2: consumer has perceived customization through YouTube
advertising, which is positively affecting advertising value.
H3: consumer has perceived Irritation on YouTube advertising,
which is negatively affect advertising value.
H4: Advertising value through YouTube ad will positively effect
on brand awareness.
H5: Brand awareness through YouTube ad will positively effect
on purchase intention of consumers.
3. Methodology
3.1. Sample and data collection
Data for the present study was collected in May 2015. In total,
378 students from the Sapienza University of Rome, the largest
university within Europe, which located in Italy, participated in this
study via a questionnaire. Like many social networking sites, You-
Tube is widely used by younger users e 82% of 18- to 29-year-olds
used YouTube in 2014 (Norman, 2010). As far as the time and
budget were concerned, the data were collected using judgmental
and quota sampling based on the demographics of the university
population. We excluded 55 from the sample because of incom-
plete responses or lack of information; in addition, eight partici-
pants were dropped out of the present study due to their lack of
experience in watching advertising on online video. 100% of the
initial sample uses the internet ranging from one to seven and half
hours daily; however, 98% reported that they had experience in
using social networking, therefore 8 of 378 questionnaires have
been excluded. The 315 useable surveys lead to an 83% useable
response rate. Demographic data show the sampled subjects have
about 3.5 years of social media experience in average. The mean of
their ages is 23 years. 55% of the students are female, and 45% of
them are male.
3.2. Measurement
The relationships between variables have been measured
instead of measuring the variables itself as conducted in (Dehghani
& Tumer, 2015). All measurement scales are Likert-type with 5-
point format, anchoring at “1”–strongly disagree and “5”–strongly
agree. The fifteen measurements are derived from previous studies
(Speck & Elliott, 1997; Rao & Minakakis, 2003; Waters et al., 2011).
Particularly, a separate items measure each of the entertainment,
informativeness, Customization and irritation scales (Kim et al.,
2010). Other items measuring the relationship between adver-
tisement value and brand awareness, and between brand aware-
ness and consumer's purchase intention are adopted by the
pervious studies.
The Cronbach's alpha coefficient was used in order to validate
the reliability of the questionnaire. The reliability coefficient of the
questionnaire was 0.97 through Cronbach's alpha coefficient.
4. Results
Consistent with pervious literature, the effectiveness of adver-
tising on YouTube in ads value has been evaluated with four
components including entertainment, informativeness, custom-
ization and irritation (The first four hypotheses). Therefore, we can
conclude the effectiveness of advertising on YouTube by supporting
these four hypotheses.
4.1. Hypotheses testing
For the standard t-tests, it is the assumption of normality of the
distribution of means, not of the data. The Central Limit Theorem
shows that, for sample sizes greater than 5 or 10 per group, the
means are approximately normally distributed regardless of the
original distribution. Furthermore, theories converge on the
conclusion that parametric statistics including t-test can be used
with Likert scale, with unequal variances, and with non-normal
distributions, with no fear of “coming to the wrong conclusion”.
These findings are consistent with empirical literature dating back
nearly 80 years (Norman, 2010). They analyzed the variables
Fig. 1. A conceptual Model for consumer Acceptance of YouTube Advertising.
M. Dehghani et al. / Computers in Human Behavior 59 (2016) 165e172
168
5. relationship using parametric t-test and Friedman test. Table 1 in-
dicates the description of variables contributing to the influence of
YouTube ad on attracting consumers in the sample size. The in-
dividuals' scores on the questionnaire were rated on a Likert scale.
The mean in each of the variables is reported. It shows that, among
the factors, all components have close means and SD's among the
sample.
4.1.1. The effect of ad entertainment on ad value
H1: consumer has perceived utility of entertainment on You-
Tube advertising, which is positively affect advertising value.
As seen in Table 2, t-test was conducted to determine if the
entertainment in YouTube ads affected the ad's value. A significant
effect was found for the relationship, since the mean equal to
3.2153, which is greater than the test value (Median) and
t ¼ 5:9005; p < 0:05 there is not enough evidence to reject the
hypothesis. Thus, it can be concluded that consumers' perceived
entertainment on YouTube advertising affects advertising value,
which supporting H1.
4.1.2. The effect of ad informativeness on ad value
H2: consumer has perceived utility of informativeness on You-
Tube advertising, which is positively affect advertising value.
As seen in Table 3, t-test was conducted to determine if the
informativeness of YouTube ads affected the ad's value. A signifi-
cant effect was found for the relationship, since the mean equal to
3.1112, which is a little greater than the test value (Median) and t ¼
2:9356; p < 0:05 there is not enough evidence to reject the hy-
pothesis. Thus, it can be concluded that consumers' perceived
informativeness on YouTube advertising affects advertising value,
which supporting H2.
4.1.3. The effect of ad customization on ad value
H3: consumer has perceived utility of customization on You-
Tube advertising, which is positively affect advertising value.
As seen in Table 4, t-test was conducted to determine if the
Customization on YouTube ads affected the ad's value. A significant
effect was found for the relationship, since the mean equal to
3.4321, which is greater than the test value (Median) and
t ¼ 12:1173; p < 0:05 there is not enough evidence to reject the
hypothesis. Thus, it can be concluded that consumers' perceived
customization of YouTube advertising affects advertising value,
which supporting H3.
4.1.4. The effect of ad irritation on ad value
H4: consumer has perceived utility of Irritation of YouTube
advertising is negatively affect advertising value.
As seen in Table 5, t-test was conducted to determine if the
irritation of YouTube ads affected the ad's value. A negative ef-
fect was found for the relationship, since the mean equal to
3.1581, which is a little greater than the test value (Median) and
t ¼ 4:0252; p < 0:05 there is not enough evidence to reject the
hypothesis. Thus, it can be concluded that consumers' perceived
irritation of YouTube advertising affects advertising value, which
supporting H4.
4.2. Variable ranking
Through supporting these above hypotheses, we can concluded
that the advertising on YouTube affects advertising value.
Furthermore, the Friedman test was used to specify the mean dif-
ferences of research variables in the society studied. The Friedman
Test is a version of the Repeated-Measures ANOVA that can be
performed on ordinal data. Thus, the statistic theory below is
measured:
H0: the mean ranks of variables are equal.
H1: At least one pair of mean factor ranks is significantly
different.
Table 6 indicates the first output, indicating that the significance
of the independent variables varied, since chi square is equal to
420.625, and p < 0.05. Thus, the mean ranks of variables are not
equal. In the second output, the mean ranks of these factors are
listed. As seen in Table 7, in descending order, those of the third
hypothesis (mean ¼ 3.67), first hypothesis (mean ¼ 2.49), fourth
hypothesis (mean ¼ 2.23), and second hypothesis (mean ¼ 1.62).
4.3. Linking the consumer perception to purchase intention
The aim of the following hypotheses is to find an explicit linkage
among the consumer perceptions and purchase intention. There-
fore, respectively, the effect of ad value on brand awareness and its
effect on purchase intention are investigated.
4.3.1. The effect of ad value on brand awareness
H5: Advertising value through YouTube ad will positively effect
on brand awareness.
As seen in Table 8, t-test was conducted to determine if the ads'
value through YouTube affected the brand awareness. A significant
effect was found for the relationship, since the mean equal to
3.2117, which is a little greater than the test value (Median) and t ¼
5:4963; p < 0:05 there is not enough evidence to reject the hy-
pothesis. Thus, it can be concluded that the advertising value
through YouTube positively affects brand awareness, which sup-
porting H5.
4.3.2. The effect of brand awareness on consumers' purchase
intention
H6: Brand awareness through YouTube ad will positively effect
on purchase intention of consumers.
As seen in Table 9, t-test was conducted to determine if the
Brand awareness through YouTube affected consumers' purchase
intention. A significant effect was found for the relationship, since
the mean equal to 3.2117, which is a little greater than the test value
(Median) and t ¼ 13:4273; p < 0:05 there is not enough evidence
to reject the hypothesis. Thus, it can be concluded that the brand
awareness through YouTube positively affects consumers' purchase
Table 1
Measures of central tendency and dispersion.
Variance Standard deviation Means Hypothesis
0.419 0.6476 3.2153 consumer has perceived utility of entertainment on YouTube advertising, which is positively affect advertising value
0.452 0.6723 3.1112 consumer has perceived utility of informativeness on YouTube advertising, which is positively affect advertising value
0.400 0.6329 3.4321 consumer has perceived utility of customization on YouTube advertising, which is positively affect advertising value
0.486 0.6971 3.1581 consumer has perceived utility of Irritation on YouTube advertising is negatively affect advertising value
0.467 0.6836 3.2117 Advertising value through YouTube ad will positively effect on brand awareness
0.388 0.6227 3.4711 Brand awareness through YouTube ad will positively effect on purchase intention of consumers
M. Dehghani et al. / Computers in Human Behavior 59 (2016) 165e172 169
6. intention, which supporting H6.
5. Discussion and conclusion
The main goal of this study was to specify the factors affecting
the ad value in YouTube advertising, in addition to link the con-
sumer's perception to the purchase intention. In our research, the
first five hypotheses are dealing with the communication of which
by the first four hypotheses, we analyzed the contents of adver-
tising in YouTube, and with the fifth hypothesis, we studied the
impact of ad value on brand awareness. Finally, in the last hy-
pothesis, we studied the effect of YouTube advertising on purchase
intention. Consequently, the results demonstrate that the YouTube
advertising has important effects on costumer purchase intention.
Therefore, it can be concluded that our principal research question
“Does YouTube advertising play an important role in forming pur-
chase intention of consumers?” has a confident answer.
Table 2
Student's t-distribution.
Test Value ¼ 3
Mean Std. deviation t df SE mean Sig. (2-Tailed) Mean differences
3.2153 0.6476 5.9005 314 0.0365 0.0000 0.2153
Table 3
Student's t-distribution.
Test Value ¼ 3
Mean Std. deviation t df SE mean Sig. (2-Tailed) Mean differences
3.1112 0.6723 2.9356 314 0.0379 0.0036 0.1112
Table 4
Student's t-distribution.
Test Value ¼ 3
Mean Std. deviation t df SE mean Sig. (2-Tailed) Mean differences
3.4321 0.6329 12.1173 314 0.0357 0.0000 0.4321
Table 5
Student's t-distribution.
Test Value ¼ 3
Mean Std. deviation t df SE mean Sig. (2-Tailed) Mean differences
3.1581 0.6971 4.0252 314 0.0393 0.0001 0.1581
Table 6
The result of Friedman test.
Test result Error rate N The significant level df Chi-square
Approved H1 0.05 315 0.000 3 420.625
Table 7
Friedman test and the rank of means.
Average rating Dimension
3.67 H3: Customization effects
2.49 H1: Entertainment effects
2.23 H4: Irritation effects
1.62 H2: Informativeness effects
Table 8
Student's t-distribution.
Test Value ¼ 3
Mean Std. deviation t df SE mean Sig. (2-Tailed) Mean differences
3.2117 0.6836 5.4963 314 0.0385 0.0000 0.2117
Table 9
Student's t-distribution (Hypothesis 6).
Test Value ¼ 3
Mean Std. deviation T df SE mean Sig. (2-Tailed) Mean differences
3.4711 0.6227 13.4273 314 0.0351 0.0000 0.4711
M. Dehghani et al. / Computers in Human Behavior 59 (2016) 165e172
170
7. This study proposes that there is an opportunity for researchers
to better understand ad value's factors in the YouTube environ-
ment. Moreover, this research in YouTube channel as it relates to
social media issues could be a fundamental to practitioners as well.
Our research contributes to a number of theoretical and managerial
implications.
From a theoretical standpoint, first, this study reveals that all the
four factors (Entertainment, Customization, Informativness, Irita-
tion) in advertising value plays an important role in helping cus-
tomers with enhancing brand awareness when receiving YouTube
advertisements and subsequently forming purchase intention. The
results indicate the perceived entertainment and the customization
of advertisements are the strongest positive drivers of ads value
while irritation is the negative drivers, which supports previous
studies (Lee & Choi, 2005; Waters et al., 2011; Aaker & Bruzzone,
1985). Furthermore, in the smart advertising environment, cus-
tomization plays an important role in advertisement value. Despite
the previous studies (Zeng et al., 2009; Kim et al., 2010), which
indicated that customization has an indirect influence through
informativness, credibility and entertainment on advertising value,
in this study customization as the highest significant factor were
recognized which has never been investigated through the previ-
ous literature. Although Dao and Liu (Lee et al., 2015; Van-Tien Dao
et al., 2014a, 2014b) addressed the importance of advertising value
on social media by examining effect on attitudes toward the ads;
previous studies have neither paid attention in examining the re-
lationships between our variables in ad value nor the effect on
brand awareness and purchase intention. Therefore, the results of
this study extend the current literature on social media advertising.
From the managerial point of view, this study is valuable for
both company investing in YouTube advertising and for YouTube as
an advertising media. Firms making use of the YouTube video ads as
part of their promotional strategy should always think of the
perceived entertainment, especially for the few starting seconds.
Based on the finding of our research, most of the people 73% often
skip the video ads while watching online video in YouTube.
Therefore, professional design of video ads affects the decision of
viewer to whether skip the video or not. Since the customization of
ads has a strong positive driver on ads value, YouTube should
provide the personalized video ads, as it has already done for its
text ads. Therefore, it is significant to understand that video mar-
keting is just as important as video production. Irritation is nega-
tively related to the value of advertising, and marketers should
avoid any advertising that customers might find irrelevant or irri-
tating. In addition, heterogeneity of ads with online video in terms
of content and time is causing irritation. Thus, providers in YouTube
is better if consists on providing free services financed by com-
panies and services for audiences as the part of their advertisement
which could likely lead to reducing of irritation.
Nowadays, Top 100 Global Brands understand the effectiveness
of YouTube as a critical part of their marketing strategy. They are
moving beyond television-style brand awareness to much more
socially engaged, content rich channels. Finally, the present
research is noteworthy lessons not only to smaller brands, but also
to the marketing and advertising initiatives for all companies.
5.1. Limitation and future research
Finally, some limitations of this research should be considered.
First, in this study, sample size could not completely apply to the
whole population of YouTube' users as we conducted the research
based on small number of population. University students are the
investigated demographic. However, collecting data from only the
university student does not cover the all range of YouTube users,
which limits the generalizability of the findings. Future research
using various samples that cover other segments is necessary.
Furthermore, another limitation deals with users might perceive
advertising on YouTube as valuable if its existence is in accordance
with their incentives of using the video on YouTube channels. Last
but not least, this study relied on Judgmental quota sampling and
across, which makes it difficult to generalize the findings for
changes that occurred in the attitude of all consumers. Thus, more
research should evaluate the usage motivations associated with
videos on YouTube in order to provide empirical data with relation
to the media's use motivations.
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