The Factors Affecting Consumer Response towards Online Video Advertisement: YouTube as a Platform

The purpose of this research is to examine factors that affect Consumer Response toward Online Video Advertisement analysing YouTube as a platform. A descriptive survey was conducted to collect data using a self-administrative questionnaire. Based on convenience sampling, a sample of 263 respondents was drawn from all internet users in Indonesia who watch YouTube videos and haven't used the paid version of YouTube which is free from advertisements. The results of this study indicates that (1) consumer behavior toward online Video Advertisement positively affects consumer response, and (2) the research also showed that there is a direct relationship between consumer behavior and consumer response. This research concludes that the antecedents of viewers' attitudes toward online video advertising will ultimately influence their response to make a purchase

How Do Nonprofits Increase Civic Engagement? Testing A Model Of Online And Offline Advocacy And Activism.

The current landscape of Americans’ civic engagement has changed and taken new forms that are strongly impacted by the internet and social media communication. This dynamic can potentially influence nonprofit organizational effectiveness and nonprofit public relations strategies, yet it lacks in-depth scholarly investigation and understanding. Therefore, this dissertation sought to understand public support behaviors from the general population toward nonprofits, considering four different modes of civic engagement activities and three geographic levels of nonprofit organizations. Specifically, this dissertation introduced a conceptual model to explain individual factors that lead Americans to engage in online and offline advocacy and activism through and on behalf of nonprofits combating food insecurity at the local, national, and global levels. This project laid its foundation in the Situational Theory of Problem Solving (STOPS) and undertook a national online survey with an experimental manipulation embedded in it. The data collected were mainly analyzed through OLS regression and serial multiple mediation techniques. Results of this study indicate that the proposed conceptual model successfully explains how Americans arrive at the four categories of civic engagement behaviors and demonstrate that Americans do not exhibit significant differences in civic engagement intent across the three levels of analysis (local, national, or global)

Online consumer engagement: understanding the antecedents and outcomes

2012 Summer.Includes bibliographical references.Given the adoption rates of social media and specifically social networking sites among consumers and companies alike, practitioners and academics need to understand the role of social media within a company's marketing efforts. Specifically, understanding the consumer behavior process of how consumers perceive features on a company's social media page and how these features may lead to loyalty and ultimately consumers' repurchase intentions is critical to justify marketing efforts to upper management. This study focused on this process by situating online consumer engagement between consumers' perceptions about features on a company's social media page and loyalty and (re)purchase intent. Because online consumer engagement is an emerging construct within the marketing literature, the purpose of this study was not only to test the framework of online consumer engagement but also to explore the concept of online consumer engagement within a marketing context. The study refined the definition of online consumer engagement as an attempt to align the industry and academic definitions of the construct. The social networking site, Facebook, was utilized to test the online consumer engagement framework. Specifically, the study examined whether and how perceived Facebook company page features (i.e., perceived information quality, perceived enjoyment, and perceived interactivity) predicted online consumer engagement, and further investigated whether and how online consumer engagement with companies on Facebook related to loyalty and ultimately (re)purchase intent. First, focus groups were conducted to get a better understanding of the "liking" behavior on Facebook and to refine the survey questionnaire. Next, 233 online surveys were collected from U.S. adult Facebook users who "like" companies on Facebook to test the online consumer engagement framework. Hypotheses were tested through structural equation modeling. Findings suggest that perceived Facebook characteristics (i.e., perceived information quality, perceived enjoyment, and perceived interactivity) influence online consumer engagement, which influences loyalty and ultimately (re)purchase intent. Results also revealed that online consumer engagement is a multidimensional construct that encompasses both cognitive/affective and participative dimensions. This study provides the first steps in understanding the role that online consumer engagement plays within a mediated environment that includes both consumers and companies. Implications both academically and for the industry are discussed, and directions for future research endeavors are presented

INFLUENCES OF YOUTUBE ADVERTISING ON YOUNG ADULTS: A SOCIAL IDENTITY PERSPECTIVE

Social media sites, such as YouTube, have provided a platform for many individuals to have online communities and form their own audiences through their shared interests and a sense of belonging. YouTube exemplifies a social environment in which everyone has the potential to be both the consumer and the producer of content and suggests the speed at which social networking innovations can transform the way we interact with other users. Corporations began to deviate new strategies to engage this new online market and have created a salient area to study the potential problems that may arise when ads present cultural biases or unhealthy habits for the sake of profit. This study explored YouTube content, its influencers, and viewers\u27 experiences within the YouTube platform through the frameworks of Social Identity Theory and the Uses and Gratification model. Semi-structured interviews were conducted with young adults who are frequent YouTube users. The participants were asked regarding their habits and consumption patterns in relation to online advertisements and viewed content on YouTube. The prevalence of online socialization, personalization, and the aspect of convenient entertainment significantly contribute to the overall time spent online. The study found that constant engagement with YouTube normalizes the repetition of advertisements which led the participants to develop different avoidance habits to cope with unwanted advertising on the Internet. However, the results also revealed that advertisements were mentioned to be entertaining and participants would continue to watch them if the content of the advertisements were enjoyable and memorable

The effect of Facebook in-application advertisements on purchase intent: a case of retail shopping in South Africa

A research report submitted to the faculty of Commerce, Law and Management, University of the Witwatersrand, in partial fulfillment of the requirements for the Degree of Master of Management in strategy marketing Johannesburg, 2018Social media has transformed how people communicate with each other and has carved alternative ways for businesses to engage and interact with customers by sending them targeted campaigns and promotions using various social media platforms. Social media has made information accessible to consumers which assists them to make well informed decisions when making a purchase. The focus of the study is to establish the effectiveness of in-application advertisement on Facebook on purchase intent - a case study on retail in South Africa. The analysis is based on the black baby boomer cohort, an under studied segment of the population, in South Africa. The findings of the study reveal the growing adaptation and use of Facebook by baby boomers in South Africa, as they use and rely on this platform to remain connected with family, friends and peers and to be able to source information on products and services based on peers via word of mouth. This study relies on quantitative analysis of the results obtained through an online survey. A total of 603 respondents engaged with the survey, which was placed on Facebook, and 235 of the successfully completed questionnaires were by baby boomers in South Africa. The study testes five hypotheses using Structural Equation Modelling and SPSS. The study revealed that the hypotheses that tested in-application advertisement on Facebook and its effectiveness does show a strong relationship with performance expectancy by baby boomers. Effort and social influence had a weak relationship to any of the variables, however this changed when new mediator variables, clicking on and advertisements and word of mouth, are introduced. The study contributes to the literature and theoretical knowledge on the positive effectiveness of Facebook and online banner advertisement towards purchase intent, and the effectiveness and impact of word of mouth both online and offline, in South Africa. The findings may be applied and expanded to other African regions.MT 201

Comparing the Effects of User Generated Video Reviews and Brand Generated Advertisements on Consumer Decisions on YouTube

This empirical study examines the effects of user generated vlogs (UGV) versus brand generated ads (BGA) on consumer decisions on YouTube. UGV refers to any type of review video content about brands or products, created and published by users on YouTube. BGA refers to brand generated advertisements on YouTube. Guided by the elaboration likelihood model of persuasion, this online experimental research involved a 2 (source: UGV versus BGA) X 2 (involvement: high versus low) X 2 (gender: male versus female) between-subjects research design. Results showed that UGV elicited significantly greater effects on consumer brand attitudes and purchase intentions than BGA, when involvement was high. No significant gender differences were observed. In a constantly growing YouTube influencer economy, this study offers important theoretical and managerial implications

Go With The Flow: Examining The Effects Of Engagement Using Flow Theory And It\u27s Relationship To Achievement And Performance

Virtual Worlds have become an attractive platform for work, play, and learning. Businesses, including the public sector and academia, are increasingly investing their time, money, and attention to understanding the value of virtual worlds as a productivity tool. For example, educators are leading the way with research in Second Life, one of the more popular virtual worlds, as a potentially powerful medium for creating and delivering instruction. Still, little is empirically known about the value of virtual worlds as viable learning platforms. This study examined the instructional potential of Second Life for creating engaging activities, and to investigate the relationship between Second Life and learning in educational settings. It was hypothesized that a positive relationship exists between a learner\u27s level of engagement and achievement. Achievement was assessed as a learner\u27s level of recognition and recall of factual content. It was also hypothesized that a positive relationship exists between a learner\u27s level of engagement and their performance. Performance was assessed as a learner\u27s level of participation, initiative and effort. Additionally, exploratory research was conducted to examine the factors that contributed to both performance and engagement. Lastly, the relationship between other demographic factors of age, Second Life skill level, and ethnicity, with engagement was explored. This research used an empirically tested unit of web-based instructional framework known as a WebQuest. A 3D version, named VWQuest, was created in Second Life. One hundred volunteers completed participation. Using role play, participants participated in a quest for information. While exploring, participants were asked to take photos as evidence of their experiences. Upon completion, they took a knowledge check multiple-choice quiz, and a survey which measured their perceived level of engagement during the activity. Regression analysis indicated no positive correlation between a participant\u27s level of engagement and his or her achievement. However, a positive correlation was found between participants\u27 level of engagement and their performance. Second Life skill level was significantly correlated to performance, and engagement was found to be a mediator between skill level and performance. Most significantly and unexpectedly, participants\u27 performance varied so greatly, the performance rubric was revised four times before it comprehensively captured the diverse range of performances. This evidence suggests that open-ended and creative opportunities to perform yield levels of creativity, engagement, and innovation within immersive platforms, unexpected and far beyond that of traditional instructional settings. Investigating flow dimensions, engagement elements of user control and loss of time were found to be the most significant contributors to performance, and accounted for the greatest amount of variance in explaining performance. Confirmatory factor analysis showed that the flow factors of defined goals and feedback loaded the highest, suggesting a strong relationship between the two factors. Demographic analysis revealed no significant mean difference between gender and engagement, or between age and engagement. The majority of participants were between 40 and 50 and was instructors or educators, not students. For those interested in understanding appropriate and effective instruction in complex, immersive environments, this study brings together new important implications for all of them. Instructional designers may benefit from these findings in their creation of instructional content; instructors may benefit in their curriculum design and teaching methods; and researchers may understand specific facets with instructional potential--engagement factors, technologies, and instructional frameworks--worthy of further investigation

Ancient ancestors for modern practices: An evolutionary concept analysis of digital marginalia

Marginalia, the notes readers write in the blank spaces of their books, are significant objects of study in bibliography and book history, among other fields. Due to factors including findability and fragile book materials, marginalia from the nineteenth and twentieth centuries are difficult to study. The same does not necessarily have to be true for similar objects from the twenty-first century. This thesis uses Rodger’s evolutionary concept analysis to analyze the usage of digital marginalia in the scholarly literature from 1991 to 2020. Beginning with an overview of bibliography and the history of marginalia, this thesis situates digital marginalia in a bibliographic context. Digital marginalia’s definitions, characteristic attributes, events related to the creation of digital marginalia, and concepts related to the practice are then examined. Bringing in connections to bibliographic concepts, this thesis argues that digital marginalia and bibliography provide each other reciprocal value. Like their physical counterparts, digital marginalia provide evidence of users’ interactions with media, their social interactions through that media, and their sociocultural contexts

Disentangling the Effects of Instructor Credibility Cues in Bolstering Learners’ Engagement with Health Short Videos

With the rapid development of mobile short-video platforms, viewers have greater access to a diversity of health short videos. Due to relatively homogenized content in these health short videos, instructor credibility is becoming a key determinant of learners’ engagement with health short videos. Yet, there is a dearth of research that has sought to elucidate the role of instructor credibility in driving learners’ engagement. Building on social presence theory, we classified the source of instructor credibility into four constituent components, namely physical, contextual, psychological, and behavioral features. Additionally, we advance a research model to disentangle the effects of these four instructor credibility cues on learners’ engagement. The research model will be validated by employing deep learning algorithms to operationalize our focal variables based on data of health short videos harvested from a popular mobile short-video platform in China