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Effectiveness of YouTube Advertising : = A Study of Audience Analysis.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	Effectiveness of YouTube Advertising :/
其他題名:	A Study of Audience Analysis.
作者:	Rodriguez, Paula R.
面頁冊數:	1 online resource (44 pages)
附註:	Source: Masters Abstracts International, Volume: 78-12.
Contained By:	Masters Abstracts International78-12.
標題:	Communication. -
電子資源:	click for full text (PQDT)
ISBN:	9781369802115

Effectiveness of YouTube Advertising : = A Study of Audience Analysis.
Rodriguez, Paula R.

Effectiveness of YouTube Advertising :A Study of Audience Analysis. - 1 online resource (44 pages)

Source: Masters Abstracts International, Volume: 78-12.

Thesis (M.S.)--Rochester Institute of Technology, 2017.

Includes bibliographical references

Social media have become an important platform for companies to connect with their target audience and make an impression. With the rise of digital platforms, effectiveness of advertisements has become an important area of study for marketers to determine the most efficient and appropriate medium of communication to place their advertisements. Drawing on the media richness theory framework, this study investigates YouTube advertising effectiveness based on the multiplicity of cues in the videos and the possible feedback channels offered by the platform. Using a cross-sectional survey method, participants from the Dominican Republic (n = 109) and the United States (n = 112) were recruited to fill-out a questionnaire asking for their opinions about how they connect with YouTube advertisements and what cues were crucial for them to understand, relate, or react to the message in the video. A significant relationship was found between race/ethnicity and education of participants and their preferences for cues needed to make a successful advertisement. The results also showed that feedback option on YouTube is not considered important for engagement with the brand.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2024

Mode of access: World Wide Web

ISBN: 9781369802115Subjects--Topical Terms:

556422
Communication.
Subjects--Index Terms:

AdvertisingIndex Terms--Genre/Form:

554714
Electronic books.

Effectiveness of YouTube Advertising : = A Study of Audience Analysis.
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502 $a Thesis (M.S.)--Rochester Institute of Technology, 2017.
504 $a Includes bibliographical references
520 $a Social media have become an important platform for companies to connect with their target audience and make an impression. With the rise of digital platforms, effectiveness of advertisements has become an important area of study for marketers to determine the most efficient and appropriate medium of communication to place their advertisements. Drawing on the media richness theory framework, this study investigates YouTube advertising effectiveness based on the multiplicity of cues in the videos and the possible feedback channels offered by the platform. Using a cross-sectional survey method, participants from the Dominican Republic (n = 109) and the United States (n = 112) were recruited to fill-out a questionnaire asking for their opinions about how they connect with YouTube advertisements and what cues were crucial for them to understand, relate, or react to the message in the video. A significant relationship was found between race/ethnicity and education of participants and their preferences for cues needed to make a successful advertisement. The results also showed that feedback option on YouTube is not considered important for engagement with the brand.
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538 $a Mode of access: World Wide Web
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653 $a Advertising
653 $a Cues
653 $a Feedback
653 $a Media richness theory
653 $a Social media
653 $a Youtube
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