YouTube advertising value and its effects on purchase intention

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.

Analysing Youtube Mid-Rolls Advertising Factors on Watchers’ Purchase Intention of Online Travel Agent During Covid-19 Pandemy

“…For advertising value and purchase intention variables, respectively, there are three and four indicators developed by Dehghani et al, (2016) [13]. Outlier tests, normality tests, linearity tests, multicollinearity tests, and homoscedasticity tests were carried out to ensure that only valid and clean data were used for analysis [25].…”

“…Schene et al (2000) [26] indicate that all variables in this study have met the cut-off value. Furthermore, the validity test was carried out where each variable had to meet the standard value of Average Variance Extracted (AVE) and factor loading, respectively 0.5 and 0.4 [25].…”

Social media advertising reactance model: a theoretical review

“…Efficiency (Belanche et al, 2020;Kongsagoonwong and Ngamkroeckjoti, 2018); Attitude (Aydin, 2016(Aydin, , 2018Lin and Kim, 2016;Muralidharan et al, 2015); Value (Deraz et al, 2015a, b and c;Firat, 2019;Logan et al, 2012;Saxena and Khanna, 2013); Cognitive avoidance (Belanche et al, 2020;Guardia, 2015); Ad skepticism (Loureiro, 2018) Loyalty (Arli, 2017) Attitude (Ahn et al, 2017;Arora and Agarwal, 2019;Gaber et al, 2019;Huang, 2019;Mattke et al, 2019;Ozcelik and Varnali, 2018) Satisfaction (Alsamydai and Khasawneh, 2013); Social media fatigue (Bright and Logan, 2018) Emotional response Appeal, engagement, empowerment (Morris et al, 2016); Affective involvement (Li et al, 2017); Affective avoidance (Dodoo and Wen, 2019) --…”

Attitudes of Young Consumers in Chiang Mai, Thailand toward YouTube Online Video and Audio Advertising

“…The Internet and social media continue to grow with the number of users increasing rapidly, and they are also important for consumers in their daily lives. With the passage of time, there are more and more social media, such as Facebook, Twitter, Instagram and YouTube (Firat, 2019). Registered in 2005, YouTube is for sharing and exchanging video clips among users and has become the most popular audio-visual platform in the world.…”

“…YouTube's platform allows users to search and watch music, art, and entertainment videos. Therefore, the increase in YouTube usage makes YouTube a very important area for companies' exposure to the target audience (Firat, 2019) Now every brand is trying to attract the attention of consumers in a media space that is too crowded for people to stand in, with each advertising channel that cannot be selected. This makes it more difficult on how to accurately measure marketing activities and find ways to increase advertising returns.…”