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Consumers’ Attitudes Towards Advertisement in YouTube

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Ioannis I. Antoniadis

    (Western Macedonia University of Applied Sciences)

  • Vaggelis S. Saprikis

    (Western Macedonia University of Applied Sciences)

  • Eirini Ε. Karteraki

    (Western Macedonia University of Applied Sciences)

Abstract

Attitudes towards online advertisements has been an important topic of research for academics and practitioners, especially in Social Networking Sites (SNSs). In this paper we examine the effect that YouTube advertisements have in consumers’ behavior. Using a structured questionnaire and a sample of 224 respondents, we explore the ways consumers perceive advertisements in YouTube, the effectiveness of this kind of advertisement as well as the engagement levels with consumers. Our results indicate the existence of four main and specific attitudes (factors) of consumers towards advertisement in YouTube namely, entertainment, irritation, information and credibility, and a fifth one indicating a general positive attitude to YouTube advertisements.

Suggested Citation

  • Ioannis I. Antoniadis & Vaggelis S. Saprikis & Eirini Ε. Karteraki, 2019. "Consumers’ Attitudes Towards Advertisement in YouTube," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Efstathios Kefallonitis & Apostolos Giovanis (ed.), Strategic Innovative Marketing and Tourism, pages 253-261, Springer.
    • Handle: RePEc:spr:prbchp:978-3-030-12453-3_29
    DOI: 10.1007/978-3-030-12453-3_29
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