An Evaluation of the Use of YouTube Advertisements in Targeting Millennials in a Digital Era

Dessy Kurnia Sari (), Donard Games and Nindi Filzah Edista
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Dessy Kurnia Sari: Universitas Andalas, Department of Management, Faculty of Economics and Business
Donard Games: Universitas Andalas, Department of Management, Faculty of Economics and Business
Nindi Filzah Edista: Universitas Andalas, Department of Management, Faculty of Economics and Business

A chapter in Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022), 2023, pp 138-154 from Springer

Abstract: Abstract Entrepreneurs have to be aware of today’s digital business era. The use of online and digital media in targeting a market was inevitable. This paper explores the influence of perceived advertising values and personalization of advertisement videos on YouTube and sees the effect on millennials’ attitudes toward advertisements. The data were gathered from 120 millennial respondents. The finding indicates that perceived advertising values on YouTube, namely credibility and entertainment of advertisement videos, have a positive and significant effect on millennials’ attitudes towards advertisements. There are no links between irritation and informativeness of advertising videos on YouTube Ads and the attitudes of millennials in responding to the advertisements on YouTube. This study offers an exciting finding that Millennials would only see YouTube advertisements that they find entertaining and skip those that they feel irritating. The millennial respondents in this study would only follow the advertisements from credible sources to get product information. This means the millennial respondents were quite selective about the YouTube ads that need special attention from marketers.

Keywords: Consumer Behavior; Digital Era; Indonesia; Social Media Marketing; Youtube Ads (search for similar items in EconPapers)
Date: 2023
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DOI: 10.2991/978-94-6463-350-4_14

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