Browsing by Subject "Credibility"
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    The influence of social media advertising value on consumer behavior in Renting Apartment Rooms in Bangkok, Thailand
    (Assumption University Press, 2021) Teeramedh Dummanonda ; Chompu Nuangjamnong
    This study examines the factors that influence of social media advertising value towards rental intention behavior of apartment rooms in Bangkok Thailand. The study used the variables of credibility, information, entertainment, and social media advertising value. The researcher carried out the analysis based on quantitative approach and applied a non-probability sampling and convenience sampling. A total of 450 respondents who experienced using advertising in searching information about renting apartment rooms in Bangkok participated in this study. The descriptive statistic used frequency and percentile to explain demographic information meanwhile inferential statistics such as simple linear regression (SLR) and multiple linear regression (MLR) were used to explain the causal relationship between social media advertising value and rental intention behavior. The results of multiple linear regression revealed that information, entertainment, and credibility have significant influence on social media advertising value because all the p-value are less than .05 and these can indicate that credibility, information, entertainment have significant influence on social media advertising value. Lastly, social media advertising value has significant effect on rental intention behavior because the p-value is less than .05.
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    A reflection of mid-roll you tube advertising effectiveness (MYAe): a case study in Thailand
    ( 2018) Thanonchakorn Kongsagoonwong ; Chittipa Ngamkroeckjoti
    The article summarizes Mid-roll YouTube Advertising effectiveness theories. The objective of this research is to form an understanding regarding the factors that affect Mid-roll YouTube Advertising effectiveness. This study focuses on Audience's Attention, Audiences ‘attitudes towards Mid-roll YouTube advertising which includes, credibility, entertainment and the quality of information, and Perceived Intrusiveness. Moreover, SAS Enterprise is used to analyze the data. The research methodology copes with Pearson Product-Moment Correlation to analyze the data and test all three hypotheses. The result exposed the positive effects of overall Audience’s Attention and Perceived intrusiveness on MYAe. However, Audiences ‘attitudes towards Mid-roll YouTube advertising has negative effects on MYAe.
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    A reflection of mid-roll YouTube Advertising effectiveness (MYAe): a case study in Thailand
    ( 2018) Thanonchakorn Kongsagoonwong ; Chittipa Ngamkroeckjoti
    The article summarizes Mid-roll YouTube Advertising effectiveness theories. The objective of this research is to form an understanding regarding the factors that affect Mid-roll YouTube Advertising effectiveness. This study focuses on Audience's Attention, Audiences ‘attitudes towards Mid-roll YouTube advertising which includes, credibility, entertainment and the quality of information, and Perceived Intrusiveness. Moreover, SAS Enterprise is used to analyze the data. The research methodology copes with Pearson Product-Moment Correlation to analyze the data and test all three hypotheses. The result exposed the positive effects of overall Audience’s Attention and Perceived intrusiveness on MYAe. However, Audiences ‘attitudes towards Mid-roll YouTube advertising has negative effects on MYAe.
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    A study of factors that affect consumer's attitude toward a "skippable in-stream ad" on YouTube
    ( 2016) Tidarat Chungviwatanant ; Kriengsin Prasongsukarn ; Sming Chungviwatanant
    Understanding consumer's attitudes toward advertising is imperative for marketers/advertisers. This research aims to study the factors that affect consumer's attitude toward a "skippable in-stream ad" on YouTube. The independent variables are "entertainment," "informativeness, " "credibility," and "irritation." The dependent variable is "consumer's attitude toward a 'skippable in-stream ad' on YouTube. The researcher used convenience sampling and online survey to develop and distribute questionnaires to the target population. The target population is consumers who have had some experiences and/or exposures to a "skippable instream ad" on YouTube. The researcher obtained data from 294 respondents; however, only 290 respondents met the research's requirement. Pearson correlation coefficient, multiple linear regression, independent sample t-test, and one-way analysis of variance (ANOVA) were conducted in this research. The findings indicate that "entertainment, " "informativeness," and "credibility" have a positive relationship with "consumer's attitude toward a 'skippable in-stream ad' on YouTube" while "irritation" has a negative relationship with "consumer's attitude toward a 'skippable in-stream ad' on YouTube." "Entertainment," "credibility, and "irritation" are significant factors in predicting "consumer's attitude toward a 'skippable in-stream ad' oh YouTube." The findings also suggest that a "skippable in-stream ad" should appear pre-video and the appropriate length of the ad should be around 15 seconds and not more than 20 seconds.