Contextual, emotional and behavioural influences of YouTube product review videos and official advertisements on consumers

Research Question: In comparing product review videos to official advertisements on YouTube, what type of video has a stronger contextual, emotional and behavioural influence on consumers? Methods: Empirical study by means of an online survey, based on a comparative approach, to gauge consumer perceptions upon exposure to both product review videos and official advertisements on YouTube. Results: YouTube product review videos are found to have a stronger contextual, emotional and behav-ioural influence on consumers as compared to official advertisements.

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Year of publication:	2017
Authors:	Athni, Aditya
Published in:	Journal of Applied Leadership and Management. - Kempten : Hochschule Kempten - University of Applied Sciences, Professional School of Business & Technology, ISSN 2194-9522. - Vol. 5.2017, p. 27-34
Publisher:	Kempten : Hochschule Kempten - University of Applied Sciences, Professional School of Business & Technology
Subject:	YouTube \| behaviour \| influence \| consumer

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Type of publication:	Article
Type of publication (narrower categories):	Article
Language:	English
Other identifiers:	1013985826 [GVK] hdl:10419/175333 [Handle] RePEc:zbw:hkjalm:175333 [RePEc]
Source:	EconStor

Persistent link: https://www.econbiz.de/10011797559