{"title":"THE INFLUENCE OF YOUTUBE ADVERTISING VALUE ON BRAND AWARENESS AND PURCHASE INTENTIONS OF VIETNAMESE CUSTOMERS","authors":"Thi Phuong, Linh Nguyen","doi":"10.33736/ijbs.6414.2023","DOIUrl":null,"url":null,"abstract":"Youtube advertising is gradually becoming a form of advertising that attracts many enterprises and customers. This research is based on a survey of 450 customers in Vietnam in two forms: direct distribution and collection at some colleges, some companies, some supermarkets and online survey via Google Docs tool in November, 2020 about factors that affecting advertising value on Youtube and the relationship between advertising value on Youtube, brand awareness and customer purchase intention. The results show that entertainment, informativeness, irritation and interactivity have a positive effect on advertising value on Youtube, in which entertainment has the most positive and strongest influence on advertising value on Youtube and irritation has a negative effect on advertising value on Youtube. The author also pointed out the relationship between advertising value on Youtube, brand awareness and Vietnamese customer purchase intention.","PeriodicalId":13836,"journal":{"name":"International Journal of Business and Society","volume":null,"pages":null},"PeriodicalIF":0.7000,"publicationDate":"2023-12-26","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Business and Society","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.33736/ijbs.6414.2023","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q4","JCRName":"BUSINESS","Score":null,"Total":0}
引用次数: 0
Abstract
Youtube advertising is gradually becoming a form of advertising that attracts many enterprises and customers. This research is based on a survey of 450 customers in Vietnam in two forms: direct distribution and collection at some colleges, some companies, some supermarkets and online survey via Google Docs tool in November, 2020 about factors that affecting advertising value on Youtube and the relationship between advertising value on Youtube, brand awareness and customer purchase intention. The results show that entertainment, informativeness, irritation and interactivity have a positive effect on advertising value on Youtube, in which entertainment has the most positive and strongest influence on advertising value on Youtube and irritation has a negative effect on advertising value on Youtube. The author also pointed out the relationship between advertising value on Youtube, brand awareness and Vietnamese customer purchase intention.
期刊介绍：
International Journal of Business and Society (IJBS) is an international scholarly journal devoted in publishing high-quality papers using multidisciplinary approaches with a strong emphasis on business, economics and finance. It is a triannual journal published in April, August and December and all articles submitted are in English. Our uniqueness focus on the impact of ever-changing world towards the society based on our niche area of research. IJBS follows a double-blind peer-review process, whereby authors do not know reviewers and vice versa. The journal intends to serve as an outlet with strong theoretical and empirical research and the papers submitted to IJBS should not have been published or be under consideration for publication elsewhere.
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