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Analysis of Online Video Advertising Factors Influencing Attitudes towards Social Media Advertising and Purchase Intention on Social Media (YouTube) : Research on Millennials in Jakarta
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- 발행기관
- 한국AI디지털융합학회(구 한국디지털융합학회) 바로가기
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- 간행물
- IJICTDC 바로가기
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- 통권
- Vol 4 No 1 (2019.06)바로가기
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- 페이지
- pp.8-18
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- 저자
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- 언어
- 영어(ENG)
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- URL
- https://www.earticle.net/Article/A362468
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4,200원
원문정보
초록
- 영어
- During the last few years, there has been a switch between traditional media consumption into online media. Millennials in Indonesia, which is currently the biggest age group on the internet, seem to regard social media like Youtube as their go-to online video platform. This caused marketers to compete with each other in creating the best video advertising to grab their attentions. On the other hand, few researchers have found that millenials are avoiding ads. This has become a problem for marketers, as video ads aim to grab the interest consumers to buy their products, ended up not being able to communicate their messages to the consumers. For this reason, it is important to analyze what kind of factors that will interest the millennials to accept online video advertising and if these factors impacted purchase intention. Survey had been conducted to 400 millenials in Jakarta, and the gathered data will be using exploratory factor analysis and path analysis, respectively, to find out how each factor impacted their attitudes and intention to purchase. The results of this research could help marketers in creating the best online video advertising for millennials by showing that ad entertainment, credibility, and emotional appeal simultaneously have significant impacts on attitudes toward social media advertising and purchase intention.
목차
Abstract
1. Introduction
2. Background literature
2.1 Advertising Value
2.2 Consumer Attitudes toward Advertising
3. Research design and methodology
4. Data analysis and result
5. Discussion and implication
References
키워드
online video advertising millennials social media Youtube attitudes purchase intention.저자
간행물 정보
발행기관
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- 발행기관명
- 한국AI디지털융합학회(구 한국디지털융합학회) [The Korean Academic Society of AI Digital Convergence]
- 설립연도
- 2015
- 분야
- 사회과학>경영학
- 소개
- 본 학회는 디지털 경영에 관련된 디지털 미디어, 디지털 통신, 디지털 방송, 디지털 콘텐츠, 디지털 문화, 디지털 사회, 디지털 유통, 디지털 금융, 디지털 물류, 디지털 정책, 디지털 기술, 디지털 교육 그리고 디지털과 아날로그의 비교 등에 대한 학제간 연구와 실사구시적인 적용을 통하여 디지털 경영의 발전과 한국이 세계적인 디지털 강국으로 성장하기 위한 학술적인 기반과 실무적인 지침을 조성하는 것을 목적으로 하고 있습니다.
간행물
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- 간행물명
- IJICTDC [International Journal of Information Communication Technology and Digital Convergence]
- 간기
- 반년간
- pISSN
- 2466-0094
- 수록기간
- 2016~2025
- 십진분류
- KDC 300 DDC 303
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