A reflection of mid-roll YouTube Advertising effectiveness (MYAe): a case study in Thailand

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dc.contributor.author Thanonchakorn Kongsagoonwong
dc.contributor.author Chittipa Ngamkroeckjoti
dc.date.accessioned 2019-02-28T05:41:48Z
dc.date.available 2019-02-28T05:41:48Z
dc.date.issued 2018
dc.description.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. en_US
dc.format.extent 9 pages en_US
dc.format.mimetype application/pdf en_US
dc.identifier.citation 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 en_US
dc.identifier.uri https://repository.au.edu/handle/6623004553/21867
dc.language.iso eng en_US
dc.subject Quality of information en_US
dc.subject Credibility en_US
dc.subject Entertainment en_US
dc.title A reflection of mid-roll YouTube Advertising effectiveness (MYAe): a case study in Thailand en_US
dc.type Text en_US
mods.genre Proceeding Paper en_US
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