The effect of YouTube advertisements with skip-button function on young Egyptian women’s purchasing behavior
<p>This research paper aims at evaluating how entertainment, customization and perceived intrusiveness of the skippable in-stream YouTube advertisement can affect Egyptian millennial women’s attitude towards the skippable in-stream advertisement content, defining the relationship between attit...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
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Academy Publishing Center
2023-10-01
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| Series: | Insights into Language, Culture and Communication |
| Subjects: | |
| Online Access: | http://apc.aast.edu/ojs/index.php/ILCC/article/view/693 |
| Summary: | <p>This research paper aims at evaluating how entertainment, customization and perceived intrusiveness of the skippable in-stream YouTube advertisement can affect Egyptian millennial women’s attitude towards the skippable in-stream advertisement content, defining the relationship between attitudes towards purchasing and Egyptian millennial women’s intention-to-purchase and determining how intention-to-purchase can affect Egyptian millennial women’s purchasing behavior. An online questionnaire was distributed via different social media platforms: Facebook, WhatsApp and Instagram,<strong> </strong>with a sample of 392<strong> </strong>Egyptian millennial women. It was found that the level of the intrusiveness that Egyptian Millennial women perceive negatively affects their attitude towards the idea of purchasing the product/service presented in the skippable in-stream YouTube advertisement, which in consequence decreases the probability of thinking seriously about buying this product/service or actually buy. On the other hand, it was found that entertainment and customization can lead to a more favorable attitude towards purchasing, which as a result will positively affect the Egyptian millennials women’s intention to purchase and their purchasing behavior positively. Due to time constraints, some variables were removed, such as: perceived behavioral control and SES (Socio-Economic Status), which resulted in changing Theory of Planned Behavior (TPB) to Theory of Reasoned Action (TRA).</p><p> </p><p><strong>Received: 14 July 2023 </strong></p><p><strong>Accepted: 05 September 2023 </strong></p><p><strong>Published: 08 October 2023</strong></p> |
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| ISSN: | 2812-4901 2812-491X |