Abstract:
Purpose
To examine the determining of consumer attitudes and the elements impacting them in the
effective YouTube bumper advertisements.
Methodology & Design
The study used the quantitative and cross-sectional research design. The data was collected
with the help of survey questionnaire method using the five point Likert scale. However, the
target population was consisted of the people who watch YouTube and also exposed to
bumper ads. Since the dataset included a total of 167 respondents from the target population
of the study, the study adopted the non-probability and purposive sampling technique. This
study used mediation analysis technique.
Findings
The mediation role of advertising value has shown significant results the Frequency of
Exposure & Entertainment with no mediation, Informativeness with full mediation,
Credibility with partial mediation, variable has shown insignificant result as and one
Irritation with no relationship and direct impact of advertising value towards consumer
attitude was also found.
Limitations
The study limited on only YouTube platform as bumper advertising has been offered by
many other platforms such as Facebook, another limitation, the sample size was collected
from the Karachi, Pakistan. The study recommends, in order to create effective YouTube bumper ads, it is vital to
understand the factors of Informativeness, credibility, frequency of exposure, entertainment
and adverting value. This will help in creating and delivering the right advertisement to
generate positive response of consumer attitudes
