Abstract:
Purpose: The purpose of this study was to determine how pertinent factors (irritability,
information’s, entertainment and trendiness) influence advertising value of YouTube.
Secondly to check that do the YouTube ad value factors differ according to the demographic
factors.
Methodology and Design: The sample size that was selected was 384. Data was collected
from general public who use and spend time on YouTube. The questionnaire consisted of
total 40 questions with the Likert rating scale. The data is analyzed using SPSS software
version 23 and Smart PLS 3.
Findings: Age has insignificant impact on all three factors (informativness, irritability and
entertainment) because p values are greater than 0.05. Education has insignificant impact on
in formativeness and entertainment. However, education has significant impact irritability
because (0.008p <0.05). Gender has also insignificant impact on all three factors
(informativness, irritability and entertainment). Income has significant income all three
factors (entertainment, irritability and informativness). Entertainment has significant impact
YouTube advertising value because (0p<0.05). Also, Informativneness has significant
impact on YouTube advertising value because (0p<0.05). Irritability has significant impact
on YouTube advertising value because (0.012p<0.05). Lastly, YouTube advertsing value has
significant impact on purchase intention because (0p<0.05).
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Limitations: This study does not concentrate on specific brand or product category ads. It
was generalized research for YouTube ads which can help businesses to create the ads
according to the demographic factors and impact of advertising value on purchase intention.
