Impact of Youtube Advertising on Purchase Intention: A Pitch

Mehak Rehman and Haroon Iqbal Maseeh ()
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Mehak Rehman: University of the Punjab, Gujranwala Campus, Pakistan
Haroon Iqbal Maseeh: Griffith Business School, Griffith University, Gold Coast, Australia

Journal of Accounting and Management Information Systems, 2020, vol. 19, issue 4, 805-811

Abstract: Internet technology has proved its worth in every field of life. Due to its vast penetration, organisations started using this technology as a marketing platform. YouTube is one of the online platforms which is subscribed by millions of users and has become a reliable chanel for advertising. However, the understanding regarding the effectiveness of YouTube advertising remains limited. Accordingly, this PRL applies the pitching template developed by Faff (2015; 2019) to an academic project titled “Impact of YouTube Advertising on Purchase Intention”. In this PRL, researchers develop a framework for a research project to identify the core elements of the research. This letter consists of introduction section, followed by pitchers’ brief commentary and personal reflection on pitching exercise.

Keywords: YouTube advertising; purchase intention; technological marketing; pitching research (search for similar items in EconPapers)
JEL-codes: M31 M37 (search for similar items in EconPapers)
Date: 2020
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