Measuring the Influence of YouTube Advertising in Creating Attractiveness to Consumer in Bangkok, Thailand
Main Article Content
Abstract
Advertising can exceed expectation if it gains attention of communities well.
While mass media such as television is still the main channel, social media has become a mainstream media which many firms have noticed as trend . Advertising expenditures on social media has increased as well. YouTube is the one of content communities that many companies pay attention to and invest on with online advertising platform to attract potential consumers. Therefore, this research has been carried out to measure the influence of YouTube advertising on creating attractiveness to consumer in Bangkok, Thailand. It proposes to validate the integrated model among entertainment, informativeness, irritation, customization, advertising value, brand awareness and purchase intention. The data was collected from respondents by questionnaire. This research had 524 respondents who live in Bangkok and have seen advertising on YouTube . The research used convenience sampling technique. Confirmatory Factor Analysis (CFA) and Structural Equation Model (SEM) were employed to verify the validity and reliability of the model and examine the influence among variables. Advertising on YouTube was efficient and proved that it has a significant influence on consumers purchase intention. This research contributed to further study on how marketers or advertisers can develop their content to attract consumer and show the opportunities for comprehend on advertising value factors.
Article Details
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