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How does YouTube and TV ads relevance, credibility and irritation influence consumers’ purchasing intention?

Kempers, R.T. (2020) How does YouTube and TV ads relevance, credibility and irritation influence consumers’ purchasing intention?

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Abstract:With the rise of social media users, social media platforms become more relevant to marketers, one of those platforms is YouTube. In this paper, YouTube advertising is compared to a similar traditional marketing tool, TV advertising. The comparison is based on three independent variables: advertisements relevance, credibility and irritation. Their influence on purchasing intention is measured using a regression analysis. Moreover, the effect of demographics variables in this relationship is researched. The results show that ad credibility and irritation have no significant relationship with purchase intention. However, ad relevance has a significant positive relationship with consumers’ purchasing intention. Findings also display that TV advertising shows better ad credibility and relevance and for young people purchase intention than YouTube ads. As regards demographics results display that difference in gender has no influence on the four variables mentioned earlier, but there are some interesting differences between the age groups, mainly young people(16-35) score higher on most variables.
Item Type:Essay (Bachelor)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:85 business administration, organizational science
Programme:International Business Administration BSc (50952)
Link to this item:http://purl.utwente.nl/essays/81648
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