youtube marketing
225715046
The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers
YouTube (YT) is the largest online video digital channel with more than 2 billion users, and over a billion hours of YT videos are viewed every day, particularly among young consumers. YT has become a massive marketing communication platform, which serves as a medium to target the lucrative Generation Z cohort (first born in the late 1990s) and influence this generation's infamously unpredictable purchase decision process. The main aim of this paper was to consider the effect of YouTube marketing communication (YMC) on the traditional and non traditional attitudinal associations of response hierarchy models. A multi stage sample technique was used and 3750 high school and college learners (aged 13 18 years old) were surveyed via self administered questionnaires in South Africa. Structural equation modelling was utilised to consider the hypothesised attitudinal associations. The research determined that YMC had a positive influence on the hypothesised attitudinal associations, and young consumers who used YT for fewer years, logged on more frequently, spent shorter time periods on the platform, viewed higher numbers of commercials, aged 13 14 years old, and from the White population group exhibited the most positive attitudinal responses. Hence, organisations should review their strategies in order to develop more sustainable YMC owing to the heterogeneity evident among young African consumers.
Rodney Graeme Duffett
225539821
YouTube marketing: how marketers' video optimization practices influence video views
YouTube's vast and engaged user base makes it central to firms' digital marketing effort. With extant studies focusing on viewers' post view engagement behavior, however, research into what motivates viewers to click on and watch YouTube videos is scarce. This study investigates the implications of marketers' video optimization practices for video views on YouTube.,The study employed a data set of videos (N 4,398) gathered by scraping YouTube's trending list. Using a combination of text and sentiment analysis, the study measured four video optimization practices: information content of video titles, emotional intensity of video titles, information content of video descriptions and volume of video tags. It then analyzed the effect of these video optimization practices on video views.,The study finds that greater availability of information in video titles is negatively associated with video views, whereas intensity of negative emotional sentiment in video titles is positively associated with video views. Further, greater availability of information in video descriptions is positively associated with video views. Finally, an inverted U shaped relationship is found between volume of video tags and video views. Up to 17 video tags can contribute to more video views; however, beyond 17 tags, the relationship turns negative.,This study investigates the effect of marketers' video optimization practices on video views. While extant studies mainly focus on viewers' post view engagement behavior, such as liking, commenting on and sharing videos, this study examines video views. Similarly, extant studies investigate videos' internal content, while this study investigates elements of the video metadata.
Internet Res.
Wondwesen Tafesse
229426302
Exploring Youtube Marketing Communication Among 200 Leading National Advertisers
Abstract This study is designed to explore how 200 leading national advertisers use Youtube.com as their communication tool. Content analysis was utilized for exploring current YouTube marketing communications. The names of the 200 leading national advertisers in 2018, listed by Adage, were key word searched in the YouTube's search engine, and the first ten YouTube videos were selected for analyses. Video sources, video types (User generated content vs. Professionally generated content) message tones (pros vs. cons) and message appeals (rational humor/ fear sensuality bandwagon) were typologized in order to examine marketing communication via YouTube. In addition, characteristics of the YouTube marketing will be examined based on industry types of 200 leading national advertisers. This study provided insight into usage of the YouTube marketing communication among the 200 national leading national advertisers and managerial implications.
Jaehee Park Carolynn McMahan
232275033
South African Millennials' Attitudes towards the Communications Effect of YouTube Marketing
YouTube (YT) is the largest global digital video information and communication technology (ICT) channel and has become an important channel for companies and their brands to reach younger target markets with their marketing communications (MC) The main objectives of this research are to determine the effect of YouTube marketing communications (YTMC) on traditional and non traditional attitudinal relationships, and to establish whether demographic variables and usage factors have an effect on traditional attitudinal relationships among the South African millennial cohort. A multi stage sampling method was employed and 1,900 millennial cohort members (aged 18 32 years old) participated in the survey. Structural equation modeling (SEM) was used to assess the hypothesized attitudinal relationships. The study found that YTMC had a positive effect on all of the traditional (and one non traditional) attitudinal relationships. The most favorable attitudinal responses were evident among older age categories, White ethnic groups, access via computer and mobile devices, longer usage length (in years) lower log on frequencies, and higher log on duration. Organizations should review their YTMC strategies to take cognizance of the positive attitudinal relationships and demographic variables and usage factors identified by this research when targeting millennial consumers.
Rodney Graeme Duffett
225560408
Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation
Abstract Companies can use digital media in promoting their business or social media like Facebook, Instagram, YouTube. Many researchers examine the effects of different uses of social media on consumer buying behavior from different perspectives. The purpose of this research is to see the application of YouTube Ads in building brand awareness and brand image and its effect on purchase intention. Respondents in this study are millennials who are in Batam City and surrounding areas with an age range of 18 35 years chosen using the non probability sampling method. This study uses Structural Equation Modeling (SEM) with the SmartPLS. YouTube Advertising influences brand awareness and brand image, whereas brand awareness and brand image do not affect purchase intention. YouTube ads are directly related to the purchase intention. Brand awareness and brand image are not mediating variables because they are not associated with purchase intention.
Mohamad Trio Febriyantoro
111376205
Effect of YouTube Marketing Communication on Converting Brand Liking into Preference among Millennials Regarding Brands in General and Sustainable Offers in Particular. Evidence from South Africa and Romania
The omnipresent role of online information and communication technology (ICT) channels in the lives of Millennial consumers is universally recognised in industry and academia. The persistent usage of ICT platforms such as social media, especially digital video sharing conduits (e.g. YouTube) among the Millennial cohort has become an important marketing communication platform for organisations to reach this evasive target market. The extensive use of YouTube has generated billions of dollars in marketing communication income, but there is limited academic inquiry in terms of in developing economies, particularly regarding the effect of online usage and demographic factors among Millennials. This paper examines the effect of YouTube marketing communication on affective (attitudinal) responses, meaning brand liking and the impact on brand preference, among Millennials in two developing economies, Romania and South Africa, as well as the influence of usage and demographic factors on the affective (attitudinal) association. A survey was conducted among 400 Romanian and 400 South African respondents, and the hypothesised associations were evaluated via structural equation modelling (SEM) and multigroup SEM. The results of this paper reveal a favourable connection between brand liking and brand preference as a result of YouTube marketing communication, making a notable contribution to the limited YouTube inquiry on attitude to advertising theory in developing economies regarding brands in general and sustainable offers in particular. A number of the online usage and demographic factors were also found to have an effect on the brand liking and preference association, supporting in the reduction of the academic practitioner gap, and assisting organisations in better understanding Millennials in the development of effective marketing communication campaigns on video sharing platforms.
Rodney Graeme Duffett Dana-Mihaela Petrosanu Iliuta Costel Negricea Tudor Edu
181900629
YouTube marketing communication demographic and usage variables influence on Gen Y's cognitive attitudes in South Africa and Romania
The primary purposes of this study are to consider the influence of YouTube marketing communication (YMC) on awareness and knowledge among Generation (Gen) Y cohort respondents in South Africa (SA) and Romania (RO) and to establish if country, demographic, and usage (independent) variables have an effect on this cognitive attitudinal association. Multistage sampling was employed, and a survey was conducted among 400 respondents in SA and 400 respondents in RO. Structural equation modelling was used to investigate the hypothesized associations. The findings confirm that awareness had a favorable influence on knowledge for the total sample, SA and RO. The results also show that awareness displayed a significantly larger positive effect on knowledge among Romanian Gen Y in comparison with South African Gen Y. This study confirms that age (demographic variable) and access, usage length, log on frequency, log on duration, and advertisement viewership numbers (usage variables) have a significant effect on cognitive attitudinal responses due to YMC among Gen Y in SA and RO. Organizations should consider adapting YMC strategies to stimulate awareness, which will stimulate favorable knowledge attitudinal responses, as well as consider the aforementioned demographic and usage variables when targeting the infamously unpredictable Gen Y due to the positive cognitive attitudinal association in developing countries.
The Electronic Journal of Information Systems in Developing Countries
Rodney Graeme Duffett Tudor Edu Iliuta Costel Negricea
164308672
Youtube marketing: H anodos tou YouTube kai e semasia tou sto sugkhrono marketing.
Nikolaos Gantzias Nikolaos Maures Nikolaos Mavris
169359367
YouTube Marketing: Examining the impact of user generated content sponsorship.
Social media has been recognized as an important marketing tool for affecting consumer behaviour, which motivated companies to search for opportunities to advertise their brands through social media. In that regard, they critically assess sponsoring user generated content (UGC) creators in social media to feature their products. However, the effectiveness of this approach on consumers' decisions is still unclear, and the literature is scarce. This study assesses the impact of explicit sponsorship of social media UGC creators on consumers' behaviour. The purpose is to examine the factors affecting viewer's willingness to purchase a product through a social media channel, and understand whether a sponsored video changes the viewers' opinion. The effects of UGC social media videos on consumers is investigated through a within design experimental study. Multiple measurements are made on the same set of respondents, chosen among 241 females, for two YouTube videos, one self produced and the other associated with a brand. Data is assessed by employing four analyses; mean comparison, moderation, multi group moderation and moderated mediation. The study indicates that sponsorship of UGC creators on YouTube is an effective way of advertising brands, and strengthens the respondents' purchase intention. Results showed that sponsorship increases the source's perceived expertise. Although sponsorship decreases the endorser's trustworthiness, the impact of a specific brand positively effects consumers' willingness to buy, and word of mouth (WOM) intention. Marketers should be aware of the success revealed by the impact of YouTube. This study provides an important insight for marketers seeking ways to integrate their brand marketing strategies to new media technologies, and are interested in giving advertisement on UGC creators on social media channels. The approach of using well known YouTubers for sponsorship is a new marketing strategy that companies need to be aware of. This study focuses on the importance of new media technologies for brand advertisements. This study is the one of the first to investigate the sponsorship effect in UGC on YouTube, and contributes also to the practice by investigating advertisement opportunities with UGC creators on YouTube.
Ozge Gozegir Aysu Gocer
169775493
To what extent does YouTube marketing influence the consumer behaviour of a young target group
Wilma Viertola