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Impact of Youtube Advertising on Purchase Intention: A Pitch

Author

Listed:
  • Mehak Rehman

    (University of the Punjab, Gujranwala Campus, Pakistan)

  • Haroon Iqbal Maseeh

    (Griffith Business School, Griffith University, Gold Coast, Australia)

Abstract

Internet technology has proved its worth in every field of life. Due to its vast penetration, organisations started using this technology as a marketing platform. YouTube is one of the online platforms which is subscribed by millions of users and has become a reliable chanel for advertising. However, the understanding regarding the effectiveness of YouTube advertising remains limited. Accordingly, this PRL applies the pitching template developed by Faff (2015; 2019) to an academic project titled “Impact of YouTube Advertising on Purchase Intention”. In this PRL, researchers develop a framework for a research project to identify the core elements of the research. This letter consists of introduction section, followed by pitchers’ brief commentary and personal reflection on pitching exercise.

Suggested Citation

  • Mehak Rehman & Haroon Iqbal Maseeh, 2020. "Impact of Youtube Advertising on Purchase Intention: A Pitch," Journal of Accounting and Management Information Systems, Faculty of Accounting and Management Information Systems, The Bucharest University of Economic Studies, vol. 19(4), pages 805-811, December.
    • Handle: RePEc:ami:journl:v:19:y:2020:i:4:p:805-811
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    More about this item

    Keywords

    YouTube advertising; purchase intention; technological marketing; pitching research;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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