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: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Academy Publishing Center
2023-10-01
|
| Series: | Insights into Language, Culture and Communication |
| Subjects: | |
| Online Access: | http://apc.aast.edu/ojs/index.php/ILCC/article/view/693 |
| _version_ | 1797258902276931584 |
|---|---|
| author | Donia Adnan Moawad Hanan Gunied Asmaa El-Mously |
| author_facet | Donia Adnan Moawad Hanan Gunied Asmaa El-Mously |
| author_sort | Donia Adnan Moawad |
| collection | DOAJ |
| description | <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> |
| first_indexed | 2024-04-24T23:00:55Z |
| format | Article |
| id | doaj.art-ce51a4fbf0ef41ae847d5275d816b341 |
| institution | Directory Open Access Journal |
| issn | 2812-4901 2812-491X |
| language | English |
| last_indexed | 2024-04-24T23:00:55Z |
| publishDate | 2023-10-01 |
| publisher | Academy Publishing Center |
| record_format | Article |
| series | Insights into Language, Culture and Communication |
| spelling | doaj.art-ce51a4fbf0ef41ae847d5275d816b3412024-03-17T15:35:10ZengAcademy Publishing CenterInsights into Language, Culture and Communication2812-49012812-491X2023-10-013219721210.21622/ILCC.2023.03.2.197306The effect of YouTube advertisements with skip-button function on young Egyptian women’s purchasing behaviorDonia Adnan Moawad0Hanan Gunied1Asmaa El-Mously2College of Language & Communication, Arab Academy for Science, Technology and Maritime Transport, Cairo, Egypt.Faculty of Mass Communication, Cairo University, Giza, Egypt.College of Language & Communication, Arab Academy for Science, Technology and Maritime Transport, Cairo, Egypt.<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>http://apc.aast.edu/ojs/index.php/ILCC/article/view/693attitude towards purchasing, millennial, purchasing behavior, purchasing intention, skippable in-stream youtube advertisements |
| spellingShingle | Donia Adnan Moawad Hanan Gunied Asmaa El-Mously The effect of YouTube advertisements with skip-button function on young Egyptian women’s purchasing behavior Insights into Language, Culture and Communication attitude towards purchasing, millennial, purchasing behavior, purchasing intention, skippable in-stream youtube advertisements |
| title | The effect of YouTube advertisements with skip-button function on young Egyptian women’s purchasing behavior |
| title_full | The effect of YouTube advertisements with skip-button function on young Egyptian women’s purchasing behavior |
| title_fullStr | The effect of YouTube advertisements with skip-button function on young Egyptian women’s purchasing behavior |
| title_full_unstemmed | The effect of YouTube advertisements with skip-button function on young Egyptian women’s purchasing behavior |
| title_short | The effect of YouTube advertisements with skip-button function on young Egyptian women’s purchasing behavior |
| title_sort | effect of youtube advertisements with skip button function on young egyptian women s purchasing behavior |
| topic | attitude towards purchasing, millennial, purchasing behavior, purchasing intention, skippable in-stream youtube advertisements |
| url | http://apc.aast.edu/ojs/index.php/ILCC/article/view/693 |
| work_keys_str_mv | AT doniaadnanmoawad theeffectofyoutubeadvertisementswithskipbuttonfunctiononyoungegyptianwomenspurchasingbehavior AT hanangunied theeffectofyoutubeadvertisementswithskipbuttonfunctiononyoungegyptianwomenspurchasingbehavior AT asmaaelmously theeffectofyoutubeadvertisementswithskipbuttonfunctiononyoungegyptianwomenspurchasingbehavior AT doniaadnanmoawad effectofyoutubeadvertisementswithskipbuttonfunctiononyoungegyptianwomenspurchasingbehavior AT hanangunied effectofyoutubeadvertisementswithskipbuttonfunctiononyoungegyptianwomenspurchasingbehavior AT asmaaelmously effectofyoutubeadvertisementswithskipbuttonfunctiononyoungegyptianwomenspurchasingbehavior |