Black Generation Y Students’ Attitudes towards Web Advertising Value

Bevan-Dye, Ayesha Lian

doi:10.5901/mjss.2013.v4n2p155

Cited by 16 publications

(20 citation statements)

References 31 publications

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“…result has answered as follows: The study's other result shows that YouTube ads' value positively influence purchasing intention. Thus, this result confirms previous findings on factors that affect web advertisement value (Bevan-Dye, 2013;Brackett & Carr, 2001;Ducoffe, 1995;Ducoffe, 1996), mobile advertisement value (Haghirian et al, 2005;Tsang et al, 2004), and social network sites (Dao et al, 2014;Haghirian et al, 2005;Logan et al, 2012;Zha et al, 2015). Furthermore, this study's findings confirm Dehghani et al (2015) and Yang et al (2017)'s studies on YouTube advertising.…”

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confidence: 90%

YouTube advertising value and its effects on purchase intention

Firat

2019

JGBI

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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.

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supporting

confidence: 90%

YouTube advertising value and its effects on purchase intention

Firat

2019

JGBI

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“…These individuals experience the same historical and social events that have “conditioned” their beliefs and behaviors (Strauss & Howe, ). Studies on generational differences have also noted that individuals in the same cohort have gone through a common idiosyncratic combination of environmental circumstances that shape their thinking in the developmental years (Bevan‐Dye, ) and result in the formation of certain attitudes and behaviors among the members of the group.…”

Section: Tracking Generational Differencesmentioning

confidence: 99%

How work values and organizational outcomes differ by generational cohort in Malaysia's manufacturing sector

Kee¹,

Ching²,

Ng³

2019

Glob Bus Org Exc

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An empirical study of 164 employees at seven large‐scale manufacturers in Malaysia's Penang Free Trade Zone suggests that work values, job satisfaction, organizational commitment, and turnover intention of various generational cohorts differ. Baby Boomers have a higher level of organizational commitment and job satisfaction than their coworkers in Generation X and Generation Y, while Generation Xers have the lowest level of intention to quit. In addition, Baby Boomers have a high level of intrinsic, altruistic, and prestige work values, while Generation Xers have higher intrinsic, extrinsic, social, and prestige work values. In illuminating how organizational outcomes vary by generational cohort, this study suggests ways that human resource professionals can tailor their policies and practices to achieve organizational goals.

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“…The interactivity of the online media is the degree to which two or more communication parties can act on each other and is perceived by them as bidirectional, mutually controllable (Karimova, 2011;Liu and Shrum, 2002;Yadav and Varadarajan, 2005), timely and responsive (Yadav and Varadajan, 2005). The interactivity of the internet advertising increases the potential enjoyment experienced and consequently contributes to form more positive attitudes (Bevan-Dye, 2013).…”

Section: Literature Reviewmentioning

confidence: 99%

Consumers' attitude toward Facebook advertising

Ferreira

Barbosa

2017

IJEMR

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This paper aims to provide a closer look at consumers' attitude toward Facebook advertising by providing a comparison between attitude toward brand posts and ads, a topic that has been disregarded in the extant literature. It also considers the relationship with the users' ad avoidance and electronic word-of-mouth communication. An exploratory quantitative analysis was performed by means of a structured self-administered questionnaire. 385 individuals aged between 18 and 44 participated in the study. The results include evidence on respondents' more favourable attitude toward brand posts than toward Facebook ads. Moreover, ads are considered more annoying by those who spend more time on Facebook. These results help shed the light on how Facebook users handle ads and brand posts, offering some clues for a more effective social media marketing strategy.

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Black Generation Y Students’ Attitudes towards Web Advertising Value

Abstract: Abstract:The study reported on in this article sought to determine black Generation Y students' attitudes towards Web advertising value. The black Generation Y cohort (individuals born between 1986 and 2005)

Cited by 16 publications

References 31 publications

YouTube advertising value and its effects on purchase intention

YouTube advertising value and its effects on purchase intention

How work values and organizational outcomes differ by generational cohort in Malaysia's manufacturing sector

Consumers' attitude toward Facebook advertising

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