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Contextual, emotional and behavioural influences of YouTube product review videos and official advertisements on consumers

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  • Athni, Aditya

Abstract

Research Question: In comparing product review videos to official advertisements on YouTube, what type of video has a stronger contextual, emotional and behavioural influence on consumers? Methods: Empirical study by means of an online survey, based on a comparative approach, to gauge consumer perceptions upon exposure to both product review videos and official advertisements on YouTube. Results: YouTube product review videos are found to have a stronger contextual, emotional and behav-ioural influence on consumers as compared to official advertisements.

Suggested Citation

  • Athni, Aditya, 2017. "Contextual, emotional and behavioural influences of YouTube product review videos and official advertisements on consumers," Journal of Applied Leadership and Management, Hochschule Kempten - University of Applied Sciences, Professional School of Business & Technology, vol. 5, pages 27-34.
    • Handle: RePEc:zbw:hkjalm:175333
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