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- W2955369170 abstract "Attitudes towards online advertisements has been an important topic of research for academics and practitioners, especially in Social Networking Sites (SNSs). In this paper we examine the effect that YouTube advertisements have in consumers’ behavior. Using a structured questionnaire and a sample of 224 respondents, we explore the ways consumers perceive advertisements in YouTube, the effectiveness of this kind of advertisement as well as the engagement levels with consumers. Our results indicate the existence of four main and specific attitudes (factors) of consumers towards advertisement in YouTube namely, entertainment, irritation, information and credibility, and a fifth one indicating a general positive attitude to YouTube advertisements." @default.
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- W2955369170 date "2019-01-01" @default.
- W2955369170 modified "2023-10-13" @default.
- W2955369170 title "Consumers’ Attitudes Towards Advertisement in YouTube" @default.
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- W2955369170 doi "https://doi.org/10.1007/978-3-030-12453-3_29" @default.
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