A reflection of mid-roll you tube advertising effectiveness (MYAe): a case study in Thailand
by Thanonchakorn Kongsagoonwong; Chittipa Ngamkroeckjoti
Title: | A reflection of mid-roll you tube advertising effectiveness (MYAe): a case study in Thailand |
Author(s): | Thanonchakorn Kongsagoonwong
Chittipa Ngamkroeckjoti |
Issued date: | 2018 |
Citation: | 8th National and International Conference on Humanities and Social Sciences (NICHSS 2018) as of November 30th 2018 |
Abstract: |
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. |
Keyword(s): | Quality of information
Credibility Entertainment |
Resource type: | Conference Paper |
Extent: | 10 pages |
Type: | Text |
File type: | application/pdf |
Language: | eng |
Rights holder(s): | Thanonchakorn Kongsagoonwong Chittipa Ngamkroeckjoti |
URI: | http://repository.au.edu/handle/6623004553/21578 |
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