Consumer attitudes toward online video advertisement: YouTube as a platform

Abstract

Purpose Online video advertisement is a wide-ranging phenomenon on the internet that provides huge opportunities for business enterprises. The revenues of website service providers come primarily from advertisement. However, it is rare to find research focusing on consumer attitudes toward online video advertisement. This study aims to investigate consumer attitudes toward advertisement while they are watching online videos on YouTube. Design/methodology/approach The paper followed Brackett and Carr’s (2001) Web Advertising Attitudes Model and combined it with the theory of reasoned action (TRA) and the flow theory. This study investigates consideration of the factors affecting attitudes toward advertisement and the influence on shopping intention and purchase behavior. Findings The findings indicate that entertainment, informativeness, irritation and credibility have a shopping influence on purchase attitudes. Flow, on the other hand, does have an influence on shopping intention and purchase behavior. The discussion and conclusion have been further discussed. Originality/value This study provides a comprehensive model for online video advertisement. This model was based on Brackett and Carr’s model, combining the users and gratifications theory, TRA and flow theory to develop an online video advertisement model. Researchers can consider this model as a framework and use it to capture a more complete picture of the relevant phenomena in their works.

YouTube marketing communication demographic and usage variables influence on Gen Y's cognitive attitudes in South Africa and Romania

“…Hence, products and brands should continue to use YMC such as promotions, advertising, celebrity endorsers, testimonials, influencers, and product placement in bid to create awareness among Gen Y, which have a positive influence on the cognitive attitudinal relationship and will ultimately have an impact on the final purchase decision (due to the hierarchical nature of consumer responses). Dehghani et al (), Chungviwatanant et al (), Mansour (), Zhang and Mao (), Yang et al (), Viertola (), and Vingilisa et al () assert that informativeness (knowledge) has a positive influence on consumer attitudes and behavior as a result of various forms of YMC; hence, organizations should ensure that they continually provide enlightening, engaging, instructive, entertaining and trustworthy content on the OVIS. A number of marketers use YouTubers (celebrity endorsers), testimonials, and influencers to provide information and recommend the organizations products and brands, in a bid to influence the different hierarchical attitude phases and eventually purchase, which is principally directed at the younger generations.…”

“…Consequently, RO has the fourth fastest Internet speed across the globe; this is in comparison with SA's ICT poor Internet connection speed and inferior ICT infrastructure, which has begun to fall behind a number of other African developing countries (Duh & Struwig, 2015;Lesame, 2013;Petzer & De Meyer, 2013;Speedtest, 2019;Stokes, 2017). As discussed in prior text, Chungviwatanant et al (2016), Dehghani et al (2016), Mansour (2016), Zhang and Mao (2016), Yang et al (2017), and Zaitceva (2018) reported that informativeness had a positive influence on various attitudes due to several different YMC types. This study established that a positive relationship exists between awareness and knowledge as a result of YMC among Gen Y, and therefore has contributed to the attitude-to-advertising and cohort analysis theoretical frameworks.…”

“…The primary MC objective for a number of organizations is to generate positive attitude‐to‐advertising, which increases behavioral responses; therefore, favorable cognitive attitudinal responses (awareness and knowledge) to MC are an apt gauge of effective advertising (Barry, ; Belch & Belch, ; Yoo, Kim, & Stout, ). Consequently, various studies have examined different aspects of consumer attitudes and YMC‐related elements (Araújo et al, ; Baramidze, ; Bartozik‐Purgat & Filimon, ; Bi, Zhang, & Ha, ; Chiang & Hsiao, ; Duffett, Petroșanu, Negricea, & Edu, ; Evans, Hoy, & Childers, ; Hansson & Stanic, ; Li & Lo, ; Rasmussen, ; Rodriguez, ; Roma & Aloini, ; Tan, Hoe Ng, Omar, & Karupaiah, ; Viertola, ; Wang, ; Westenberg, ), and several studies have also investigated different aspects of cognitive attitudinal responses (Chungviwatanant, Prasongsukarn, & Chungviwatanant, ; Dehghani, Niaki, Ramezani, & Sali, ; Feng & Xie, ; Hor'akov'a, ; Mansour, ; Marthinus, Sobotker, & Duffett, ; Yang, Huang, Yang, & Yang, ; Zaitceva, ; Zhang & Mao, ). However, a majority of the abovementioned studies used demographic and usage variables to describe the sample but did not consider the aforementioned independent variables influence on the cognitive attitudinal relationship.…”

Native Advertising in Video Blogs: Language and Genre Specificity

“…behind in the possibilities of communication with real and potential consumers. In the works of Russian and foreign researchers, advertising integrations in video blogs are considered as a highly effective kind of guerrilla marketing [8][9][10][11][12][13], oriented mostly to a young consumer audience [14,15].…”

Perspective of Financial Literacy on Agribusiness Performance in Uganda; A Close Look at Farmers’ Attitude and Social Media Platforms

“…Compelling financial literacy is a decisive factor, of which; farmers can proactively determine availability and accessibility to financial services [4]. For example, when young adults (ages [18][19][20][21][22][23][24] in the United States of America were asked the high-school level course that most benefited their lives, more than 50% responded in favor of "money management". Georgia, Idaho, and Texas mandated financial education; after three years of implemention, all the three observed increment in credit scores and lower delinquency rates within credit accounts [5].…”