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Online Video Advertisements' Effect on Purchase Intention: An Exploratory Study on Youth

Author

Listed:
  • Geetika Jain

    (UP Technical University, Noida, India)

  • Sapna Rakesh

    (IMS Ghaziabad, Ghaziabad, India)

  • Kostubh Raman Chaturvedi

    (KIET, Ghaziabad, India)

Abstract

Businesses are shifting their marketing strategies towards social media for promoting their products and services. Online video advertisements are one of the fastest-growing platforms of social media advertising. This article provides detailed models to marketers providing knowledge of different factors impacting consumer purchase intention after watching online video advertisement. The purpose of this article is to propose a model comprising of advertisement value, attitude and their impact on purchase intention in case of online video advertisements amongst Indian youth. The analysis indicated that an advertisement value model given by Ducoffe was not applicable in case of online video advertisements. Invasiveness/Irritation has no significant impact on advertisement value as in case of Ducoffe's model although it significantly impacts attitude towards online video advertisements.

Suggested Citation

  • Geetika Jain & Sapna Rakesh & Kostubh Raman Chaturvedi, 2018. "Online Video Advertisements' Effect on Purchase Intention: An Exploratory Study on Youth," International Journal of E-Business Research (IJEBR), IGI Global, vol. 14(2), pages 87-101, April.
    • Handle: RePEc:igg:jebr00:v:14:y:2018:i:2:p:87-101
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    Cited by:

    1. Korzynski, Pawel & Haenlein, Michael & Rautiainen, Mika, 2021. "Impression management techniques in crowdfunding: An analysis of Kickstarter videos using artificial intelligence," European Management Journal, Elsevier, vol. 39(5), pages 675-684.
    2. Nguyen Ha Quynh Anh & Le Dinh Minh Tri, 2022. "Influence of music congruity and celebrity image in music video marketing on Vietnamese consumers’ brand-related outcomes," HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE - SOCIAL SCIENCES, HO CHI MINH CITY OPEN UNIVERSITY JOURNAL OF SCIENCE, HO CHI MINH CITY OPEN UNIVERSITY, vol. 12(1), pages 79-95.
    3. Frade, João Lucas Hana & Oliveira, Jorge Henrique Caldeira de & Giraldi, Janaina de Moura Engracia, 2021. "Advertising in streaming video: An integrative literature review and research agenda," Telecommunications Policy, Elsevier, vol. 45(9).

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