The Factors Affecting Consumer Response towards Online Video Advertisement: YouTube as a Platform
Abstract
The purpose of this research is to examine factors that affect Consumer Response toward Online Video Advertisement analysing YouTube as a platform. A descriptive survey was conducted to collect data using a self-administrative questionnaire. Based on convenience sampling, a sample of 263 respondents was drawn from all internet users in Indonesia who watch YouTube videos and haven't used the paid version of YouTube which is free from advertisements. The results of this study indicates that (1) consumer behavior toward online Video Advertisement positively affects consumer response, and (2) the research also showed that there is a direct relationship between consumer behavior and consumer response. This research concludes that the antecedents of viewers' attitudes toward online video advertising will ultimately influence their response to make a purchase.
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DOI: http://dx.doi.org/10.18415/ijmmu.v7i2.1396
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