With the significant growth of video as a marketing tool, YouTube shows a massive advertising potential through mobile devices across Millennials and Gen Z in the UK. While prior research has found a significant positive relationship between YouTube advertising value and purchase intention, the factors that influence consumers’ acceptance of YouTube advertising are still unknown. This study aims to determine the impact of the advertising value of YouTube in-stream video ads in mobile devices, brand awareness, and consumers’ flow experience on purchase intention of smartphones across Millennials and Gen Z in the UK. A YouTube advertising model has been developed to explain purchase intention. It extends Ducoffe’s web advertising model with later added dimensions of advertising value (credibility, personalization, and incentives) along with brand awareness and flow experience. The model is tested through quantitative data analysis, mainly correlation and multiple regression, using SPSS. The data was collected from a valid sample of 69 YouTube users through web questionnaires using non-probability sampling. The findings indicate that informativeness, credibility, entertainment, personalization, and incentives were positively associated with YouTube advertising value, with personalization being the strongest positive determinant. Conversely, irritation showed a negative association with advertising value. YouTube advertising value and flow experience were positively associated with purchase intention. Moreover, YouTube advertising value had the strongest significant unique contribution to explaining purchase intention, followed by flow experience. In contrast, brand awareness showed no association with purchase intention and made no significant unique contribution to its prediction. Finally, there was no significant difference in scores for Millennials and Gen Z in advertising value, flow experience, and purchase intention. This study provides a comprehensive YouTube advertising model and identifies factors that explain YouTube advertising value and purchase intention across Millennials and Gen Z in the UK, which is particularly useful for smartphone marketers.
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Rai, Rakesh
Rights Holders: Rai, Rakesh Supervisors: Sevel, Charl
Oxford Brookes Business School
MSc Digital Marketing
2022
© Rai, Rakesh Published by Oxford Brookes UniversityAll rights reserved