Exploring Youtube Marketing Communication Among 200 Leading National Advertisers

Park, Jaehee; McMahan, Carolynn

doi:10.1080/10496491.2020.1851845

Cited by 10 publications

(6 citation statements)

References 53 publications

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“…Hence, we can understand that this huge capital actually brings in a lot of brand and service awareness which also makes people to avail their services (Manideep et al, 2019) or at least to be familiarized with them through browsing, which brings in word-to-mouth passage of information about their product or services (J. Park & McMahan, 2020). 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.…”

Section: Purpose Of the Studymentioning

confidence: 99%

Exploring the opinions of the YouTube visitors towards advertisements and its influence on purchase intention among viewers

Sebastian

Lal

Anupama

et al. 2021

Cogent Business & Management

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Online retailing as a mode of transaction has been dominating the market through web-based advertisements since the beginning of the 21 st century, replacing the role of mass media. India, being a populous country, has witnessed a rapid increase in online customers in recent years. Nonetheless, there are not many in-depth studies analyzing the opinion of Indian netizens on online advertisements and its influence on decision-making process and purchase intention. Thus, the current study explored opinion about advertisements and its role in purchasing intentions among young YouTube visitors, using qualitative research design. The data were collected from 50 participants (23 males and 27 females) who have reported engaging in YouTube for a minimum of 30 minutes per day, through a semi-structured interview. Data were analyzed and interpreted through thematic analysis. Four themes and 10 sub-themes were identified. The main themes include the relevance of the advertisement (personalization, future purchases, and trials), disinterest (personal testimonies and inattentiveness), subjective distress (recurrent advertisements, placement of advertisements and length of advertisement), and information and entertainment (introduction to the product, distinctiveness, and ABOUT THE AUTHOR

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Section: Purpose Of the Studymentioning

confidence: 99%

Exploring the opinions of the YouTube visitors towards advertisements and its influence on purchase intention among viewers

Sebastian

Lal

Anupama

et al. 2021

Cogent Business & Management

View full text Add to dashboard Cite

show abstract

“…In comparison, Tiktok, the short-video platform had only been used by 20% of the video marketer and only 67% of them thought Tiktok is effective in marketing. In a study on 200 U.S. national advertisers, a similar 84% used YouTube for advertising (Park & McMahan, 2021). It was also reported that in some companies, YouTube marketing expenditure took up 25% in the total marketing budget (Chadha, 2018).…”

Section: Youtube Influencer Marketingmentioning

confidence: 99%

How YouTubers Make Popular Marketing Videos? Speech Acts, Move Structure, and Audience Response in YouTube Influencer Marketing Videos

Gong

2023

Sage Open

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In recent years, the promotional discourse has grown more versatile due to the emergence of new social media. YouTube influencer marketing is of increasing significance for brands’ promotion, especially in the beauty category. Many studies on the effect of influencer marketing used self-reported surveys, the results of which provide limited help in formulating effective videos. The current study aims to characterize YouTube influencer marketing videos through speech act analysis and genre analysis and then determine the features significantly associated with audience response through correlation analysis. The study collects 12 videos from 8 YouTubers in the beauty category and finds that the overall speech act composition is 56% assertives, 26% expressives, 10.1% commissives, and 7.4% directives. The study also proposes a 10-move structure. Significant positive correlations are reported between audience response and the percentage of directives and three moves, advising YouTubers to utilize more directive speech acts, share more personal experience, and spend more time preparing the audience in the opening of videos soliciting subscription.

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“…In general, I think the YouTuber's reviews are instructive. 8 Human Behavior and Emerging Technologies 4.2. Sampling Technique and Data Collection Procedure.…”

Section: Information Usefulnessmentioning

confidence: 99%

“…Moreover, as part of an online review, product reviews on YouTube are considered a trustworthy and reliable source for consumers to make purchases, as previously investigated [7]. Therefore, YouTube is indicated as an important communication channel for firms to reach consumers [8,9] as well as a social commerce sales channel [10].…”

Section: Introductionmentioning

confidence: 99%

Understanding How Product Reviews on YouTube Affect Consumers’ Purchase Behaviors in Indonesia: An Exploration Using the Stimulus-Organism-Response Paradigm

Huang

Chen

et al. 2022

Human Behavior and Emerging Technologies

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Product reviews on YouTube have become highly beneficial to consumers’ decision-making, as they can help consumers judge and experience products before making purchases. Consequently, scholars and managers must understand consumer behaviors regarding product reviews and identify factors influencing consumers’ purchasing decisions. A novel contribution of the study is the introduction of a model based on the stimulus-organism-response paradigm that explains how sensory marketing and information adoption affect parasocial interaction, trust (cognitive and affective), and information usefulness that are correlated with consumers’ responses to stickiness, adoption, and purchase intentions. To empirically evaluate the proposed research model, we conducted an online survey of 611 participants who had purchased products based on YouTube product reviews. We performed data analysis using structural equation modelling and Smart-PLS software, and the results indicated that all hypotheses were supported except for parasocial interaction and information usefulness, which were rejected. This study could provide insights into the antecedents and consequences of purchase intentions in light of YouTube product reviews, thus contributing knowledge of online consumer behaviors to help managers understand consumer behaviors regarding social media and formulate marketing strategies.

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Exploring Youtube Marketing Communication Among 200 Leading National Advertisers

Cited by 10 publications

References 53 publications

Exploring the opinions of the YouTube visitors towards advertisements and its influence on purchase intention among viewers

Exploring the opinions of the YouTube visitors towards advertisements and its influence on purchase intention among viewers

How YouTubers Make Popular Marketing Videos? Speech Acts, Move Structure, and Audience Response in YouTube Influencer Marketing Videos

Understanding How Product Reviews on YouTube Affect Consumers’ Purchase Behaviors in Indonesia: An Exploration Using the Stimulus-Organism-Response Paradigm

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