A reflection of mid-roll you tube advertising effectiveness (MYAe): a case study in Thailand
A reflection of mid-roll you tube advertising effectiveness (MYAe): a case study in Thailand
Published date
2018
Resource type
Publisher
ISBN
ISSN
DOI
Call no.
Other identifier(s)
Edition
Copyrighted date
Language
eng
File type
application/pdf
Extent
10 pages
Other title(s)
Advisor
Other Contributor(s)
Citation
8th National and International Conference on Humanities and Social Sciences (NICHSS 2018) as of November 30th 2018
Degree name
Degree level
Degree discipline
Degree department
Degree grantor
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.