Online Video Advertisements' Effect on Purchase Intention: An Exploratory Study on Youth

Geetika Jain, Sapna Rakesh and Kostubh Raman Chaturvedi
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Geetika Jain: UP Technical University, Noida, India
Sapna Rakesh: IMS Ghaziabad, Ghaziabad, India
Kostubh Raman Chaturvedi: KIET, Ghaziabad, India

International Journal of E-Business Research (IJEBR), 2018, vol. 14, issue 2, 87-101

Abstract: Businesses are shifting their marketing strategies towards social media for promoting their products and services. Online video advertisements are one of the fastest-growing platforms of social media advertising. This article provides detailed models to marketers providing knowledge of different factors impacting consumer purchase intention after watching online video advertisement. The purpose of this article is to propose a model comprising of advertisement value, attitude and their impact on purchase intention in case of online video advertisements amongst Indian youth. The analysis indicated that an advertisement value model given by Ducoffe was not applicable in case of online video advertisements. Invasiveness/Irritation has no significant impact on advertisement value as in case of Ducoffe's model although it significantly impacts attitude towards online video advertisements.

Date: 2018
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