Vol. 7 No. 2 (2022): Turkish Journal of Marketing
Articles

Research on consumer attitude to online video advertising: YouTube example

PDF (Turkish)
  • Peruze Cansu AKDENİZ,
  • Assoc. Prof. Dr Leyla LEBLEBİCİ KOÇER
Peruze Cansu AKDENİZ
PhD. Student, Erciyes University, Kayseri, Turkey
Assoc. Prof. Dr Leyla LEBLEBİCİ KOÇER
Assoc. Prof. Dr., Erciyes University, Kayseri, Turkey

Published 06/25/2022

Keywords

  • YouTube Ads, Advertising, Web Advertising Attitude

Copyright (c) 2022 Peruze Cansu AKDENİZ- Doç. Dr. Leyla LEBLEBİCİ KOÇER

Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.

How to Cite

Research on consumer attitude to online video advertising: YouTube example. (2022). Turkish Journal of Marketing, 7(2), 50-71. https://doi.org/10.30685/tujom.v7i2.152

Abstract

With the increase in the use of online platforms, the use of online advertising networks is gaining importance to reach many users. Online video ads have become a popular platform in the advertising space that offers excellent opportunities for brands. Therefore, many brands allocate significant budgets to advertise on these platforms. However, whether these ads are watched by the users or the attitude towards the ads is a matter of curiosity by the advertisers. This research was conducted to investigate the factors affecting the attitude towards online video ads published on the YouTube platform, which is a virtual online video platform, and the effect of the attitude towards the ad on the intention and behaviour of accepting the ad. In line with the purpose of the research, an online questionnaire was applied to 394 participants selected by the convenience sampling method. The data obtained within the scope of the research were analyzed by structural equation modelling in the AMOS program. Findings from the research prove that as the informative, entertaining and reliable features of YouTube ads increase, the acceptance attitude of the user increases. On the other hand, as the disturbing feature of the ad increases, the user's attitude towards the ad decreases. On the other hand, it was concluded that the video stream watched on YouTube did not affect the intention to accept the ad, but it did affect the behaviour of accepting the ad.

PDF (Turkish)

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