Evaluating the influence of YouTube advertising for attraction of young customers

作者：

Highlights：

• A novel model for the advertisement effectiveness analysis through social media.

• Brands are advised to note the massive potential for YouTube advertising can provide.

• Consumers' perception on YouTube advertising has been linked to purchase intention.

• Customization through YouTube advertising plays a main role on advertisement value.

摘要

•A novel model for the advertisement effectiveness analysis through social media.•Brands are advised to note the massive potential for YouTube advertising can provide.•Consumers' perception on YouTube advertising has been linked to purchase intention.•Customization through YouTube advertising plays a main role on advertisement value.

论文关键词：Advertising value,Social media,YouTube,Brand awareness,Purchase intention,Customized advertising

论文评审过程：Received 5 July 2015, Revised 14 December 2015, Accepted 27 January 2016, Available online 11 February 2016, Version of Record 11 February 2016.

论文官网地址：https://doi.org/10.1016/j.chb.2016.01.037