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.