Evaluating the Efficacy of YouTube Advertising for the Service Industry
Keywords:
advertisement, effectiveness, examples, industry, service, YouTube
Abstract
In recent years, online video advertising has played a significant role in boosting brand recognition. The purpose of this study is to create and evaluate a workable conceptual framework for understanding how the peculiarities of video advertising and technological interaction affect the receptivity of targeted advertising messages and the behavioural intention of target audiences. Advertising that is both educational and technologically interactive has been proven to have a direct effect on brand identification in a number of studies. Unexpectedly, the level of advertisement intrusiveness was shown to have no impact on recall of specific brands. Recognizability of the brand had an effect on the consumer's propensity to buy.
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Goldfarb, A., & Tucker, C. (2011). Online display advertising: Targeting and obtrusiveness. Marketing Science, 30(3), 389-404.
Goodrich, K., Schiller, S. Z., & Galletta, D. (2015). Consumer reactions to intrusiveness of online-video advertisements: Do length, informativeness, and humor help (or hinder) marketing outcomes? Journal of Advertising Research, 55(1), 37-50.
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Krugman, H. E. (1982). Why three exposures may be enough. Journal of Adverting Research, 12(6), 11-15.
Boyer, K. D. (1974). Informative and goodwill advertising. The Review of Economics and Statistics, 51(4), 541-548.
Cacioppo, J. T., & Petty, R. E. (1979). Effects of message repetition and position on cognitive response, recall, and persuasion. Journal of Personality and Social Psychology, 37(1), 97-109.
Calder, B. J., Malthouse, E. C., & Schaedel, U. (2009). An experimental study of the relationship between online engagement and advertising effectiveness. Journal of Interactive Marketing,23(4), 321-331.
Chan, F. Y., Chan, H. F., & Tang, F. (2017). The effect of perceived advertising effort on brand perception: Implication for retailers in Hong Kong. The International Review of Retail, Distribution and Consumer Research, 27(1), 78–93.
Cher, M. F. E., & Arumugam, V. (2019). The Factors Affecting the Effectiveness of Online Video Advertising: A Study on Malaysian Consumers' Perspective towards Ads on Youtube. Global Business & Management Research, 11(2), 22-37.
Chin, W. W. (1998). The partial least squares approach for structural equation modeling. In G. A. Marcoulides (Ed.), Modern methods for business research (pp. 295-236). London: Lawrence Erlbaum Associates.
Cho, C. H., & Cheon, H. J. (2004). Why do people avoid advertising on the Internet? Journal of Advertising, 33(4), 89-97.
Coyle, J. R. (1997). The effects of progressive levels of telepresence in on-line advertising: Interactivity, vividness, and attitude-behavior consistency.
Coyle, J. R., & Thorson, E. (2001). The effects of progressive levels of interactivity and vividness in web marketing sites. Journal of Advertising, 30(3), 65-77.
Craig, C. S., Sternthal, B., & Leavitt, C. (1976). Advertising wearout: An experimental analysis. Journal of Marketing Research, 13(4), 365-372.
Deloitte. (2017). Global mobile consumer trends (2nd edition). Retrieved October 25, 2019, from https://www2.deloitte.com/content/dam/Deloitte/us/Documents/technology- media-telecommunications/us-globalmobile-consumer-survey-second-edition.pdf.
Diallo, M. F. (2012). Effects of store image and store brand price-image on store brand purchase intention: Application to an emerging market. Journal of Retailing and Consumer Services, 19(3), 360-367.
Ephron, E. (1995). More weeks, less weight: The shelf-space model of advertising. Journal of Advertising Research, 35(3), 18-24.
Goldfarb, A., & Tucker, C. (2011). Online display advertising: Targeting and obtrusiveness. Marketing Science, 30(3), 389-404.
Goodrich, K., Schiller, S. Z., & Galletta, D. (2015). Consumer reactions to intrusiveness of online-video advertisements: Do length, informativeness, and humor help (or hinder) marketing outcomes? Journal of Advertising Research, 55(1), 37-50.
Haenlein, M., & Kaplan, A. M. (2004). A beginner's guide to partial least squares analysis. Understanding statistics, 3(4), 283-297.
IMDA. (2018). Annual survey on infocomm usage in households and by individuals for 2018. Retrieved March 8, 2020, from https://www2.imda.gov.sg//media/Imda/Files/IndustryDevelopment/Fact-and-Figures/Infocomm-usageHI/Annual-Survey-on-Infocomm-Usage-by-Householdsand-Individuals-Report-2018.pdf?la=en.
IMDA. (2019). Mobile penetration rate. Retrieved August 18, 2019, from https://data.gov.sg/dataset/mobile-penetrationrate.
Kamins, M. A., & Gupta, K. (1994). Congruence between spokesperson and product type: A matchup hypothesis perspective. Psychology and Marketing, 11(6), 569–586.
Krugman, H. E. (1982). Why three exposures may be enough. Journal of Adverting Research, 12(6), 11-15.
How to Cite
Sari, D. K. (2025). Evaluating the Efficacy of YouTube Advertising for the Service Industry. International Journal of Applied Service Marketing Perspectives, 14(1), 44-51. Retrieved from https://asmp.gfer.org/index.php/asmp/article/view/75
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Articles
