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Consumers’ Attitudes Towards Advertisement in YouTube

Ioannis I. Antoniadis (), Vaggelis S. Saprikis and Eirini Ε. Karteraki
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Ioannis I. Antoniadis: Western Macedonia University of Applied Sciences
Vaggelis S. Saprikis: Western Macedonia University of Applied Sciences
Eirini Ε. Karteraki: Western Macedonia University of Applied Sciences

A chapter in Strategic Innovative Marketing and Tourism, 2019, pp 253-261 from Springer

Abstract: Abstract Attitudes towards online advertisements has been an important topic of research for academics and practitioners, especially in Social Networking Sites (SNSs). In this paper we examine the effect that YouTube advertisements have in consumers’ behavior. Using a structured questionnaire and a sample of 224 respondents, we explore the ways consumers perceive advertisements in YouTube, the effectiveness of this kind of advertisement as well as the engagement levels with consumers. Our results indicate the existence of four main and specific attitudes (factors) of consumers towards advertisement in YouTube namely, entertainment, irritation, information and credibility, and a fifth one indicating a general positive attitude to YouTube advertisements.

Keywords: Social Networking Sites; YouTube; Online advertisement; Attitudes; Greece (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-030-12453-3_29

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