A reflection of mid-roll YouTube Advertising effectiveness (MYAe): a case study in Thailand
A reflection of mid-roll YouTube Advertising effectiveness (MYAe): a case study in Thailand
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2018
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eng
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application/pdf
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9 pages
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Proceedings of the 8th National and International Conference on Humanities and Social Sciences 29-30 November 2018, Prince of Songkla University, Phuket Campus, Phuket, Thailand, 205-213
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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.