INVESTIGATION OF THE ANTECEDENTS OF CONSUMER ATTITUDE TOWARDS YOUTUBE BUMPER ADS

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