2018
DOI: 10.1108/jamr-05-2017-0065
|View full text |Cite
|
Sign up to set email alerts
|

Emotions as predictor for consumer engagement in YouTube advertisement

Abstract: Purpose YouTube has emerged as the most innovative social networking sites (SNS) with exclusive features at that time which allowed users to post, view, comment and link to videos on the site. The purpose of this paper is to investigate the way emotional appeals are being used in YouTube advertisements to promote their products by considering various big brands of different industries in emerging market like India. The advertisement that induces consumer’s emotions can cause subconscious reactions which supers… Show more

Help me understand this report

Search citation statements

Order By: Relevance

Paper Sections

Select...
1
1
1
1

Citation Types

0
48
0
17

Year Published

2019
2019
2024
2024

Publication Types

Select...
8
1
1

Relationship

0
10

Authors

Journals

citations
Cited by 70 publications
(65 citation statements)
references
References 50 publications
0
48
0
17
Order By: Relevance
“…This study focuses on helping the marketers to understand how these advertising plays a role in their opinions towards the service or product and how well there is a significant influence in the purchase intention of individuals. Another important contribution the study intent to make is to help the marketers understand the perception and difficulty that the individual make and encounters, and in what way can such advertisements can be enhanced (Dehghani et al, 2016;Kujur & Singh, 2018). YouTube introduced YouTube premium in 2019, which actually makes the consumer to have a no ad experiences (Shon et al, 2020), which were availed by the higher strata of the society, leaving the middle-class population as major viewers to these advertisements.…”
Section: Purpose Of the Studymentioning
confidence: 99%
“…This study focuses on helping the marketers to understand how these advertising plays a role in their opinions towards the service or product and how well there is a significant influence in the purchase intention of individuals. Another important contribution the study intent to make is to help the marketers understand the perception and difficulty that the individual make and encounters, and in what way can such advertisements can be enhanced (Dehghani et al, 2016;Kujur & Singh, 2018). YouTube introduced YouTube premium in 2019, which actually makes the consumer to have a no ad experiences (Shon et al, 2020), which were availed by the higher strata of the society, leaving the middle-class population as major viewers to these advertisements.…”
Section: Purpose Of the Studymentioning
confidence: 99%
“…However, YouTube's marketing communication impact can also be assessed via a variety of cues, such as advertisement recall, engagement, understanding and feedback [32], and/or through consumer reviews, which express sentiment towards marketing communication and have influence on the audience's future purchase behaviour. However, a majority of academic inquiries assess YouTube marketing communication effectiveness via qualitative in-depth interviews [34,37,62], content analysis [7,14,21,36], and/or attitudinal surveys [15,16,19,20,22,23,26,28,29,35,[39][40][41][42][43][44]63]. This study has adopted the latter approach, using a cross-sectional approach to assess Millennials' affective A ad responses regarding YouTube marketing communication.…”
Section: Youtube and Marketing Communicationmentioning
confidence: 99%
“…It works through a pair-wise comparison technique, and the concluding weight is based on comparing the significance of one choice alternative to another. Recently, the AHP has been used in marketing and other fields that prioritize factors influencing consumers' decisions when selecting wealth management services (e.g., Yu & Ting, 2011); targets, origins and root causes of boycotting behaviour (e.g., Hendarto et al, 2018); customer engagement parameters (e.g., Kujur & Singh, 2018); and applications involving trade-off models (Davies, 2001). The AHP method used in this study involves three steps.…”
Section: Data Analysis Methodsmentioning
confidence: 99%