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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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  • Conference Papers [50]


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Copyright © Assumption University.
All Rights Reserved.

Contact Us

The St. Gabriel's Library   
Hua Mak Campus  
Ramkhamhaeng 24, Hua Mak  
Bangkok Thailand 10240  
Tel.: (662) 3004543-62 Ext. 3402  
Fax.: (662) 7191544  
E-Mail Library : library@au.edu  


The Cathedral of Learning Library
Suvarnabhumi Campus
Bang Na-Trad Km. 26 Bangsaothong
Samuthprakarn Thailand 10540
Tel.: (662) 7232024, 7232025
Fax.: (662) 7191544
E-Mail Library : library@au.edu
 

 

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