publication . Article . 2015

Brand Awareness, Ad Attıtudes and Ad Features Toward Engagement on Youtube: an Empırıcal Study of Green Automobıles

Ayu Febriyanti Puspitasari; Chien Wen Shen;
Open Access
  • Published: 01 Sep 2015 Journal: Asia Pacific Management and Business Application, volume 2, pages 170-183 (issn: 2252-8997, eissn: 2252-8997, Copyright policy)
  • Publisher: Brawijaya University
Abstract
The purpose of this paper is to develop suitable measurements for brand awareness, ad attitudes, ad features, and customer engagement on YouTube, also to investigate the relationships among brand awareness, ad attitudes, ad features toward engagements on YouTube and conduct an empirical study of green automobile videos on YouTube channel. YouTube as social media video sharing platform are used as a platform to investigate customer engagements. The study utilizes statistics data from YouTube channel. There are 7 green car model of video advertisements chosen as the sample of this study. Total number of observations are 633 green car video advertisements on YouTub...
Subjects
free text keywords: Interactivity, Conceptual framework, Advertising, Brand awareness, Online video, Social media, Customer engagement, Internet privacy, business.industry, business, Green vehicle, Engineering, Empirical research, Ad Attitudes, Ad Features, Engagement, YouTube, Automobiles, HF5001-6182
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publication . Article . 2015

Brand Awareness, Ad Attıtudes and Ad Features Toward Engagement on Youtube: an Empırıcal Study of Green Automobıles

Ayu Febriyanti Puspitasari; Chien Wen Shen;