2022
DOI: 10.20473/jeba.v32i22022.222-238
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The Effect of Consumer Perception on Product Image Advertised on Youtube

Abstract: Introduction: The purpose of this study is to describe consumers' perceptions of YouTube commercials and to examine the impact of consumer perception on the product image. Online media aids in the efficient or wider reach of advertisements. However, several studies have found that consumers are upset by video commercials and thus use skip ad features. The disparity between consumer perceptions of YouTube ads and marketer perceptions of Youtube ads may result in unproductive marketer advertising decisions when … Show more

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