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INTERNATIONAL JOURNAL OF CREATIVE RESEARCH THOUGHTS - IJCRT (IJCRT.ORG)
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ISSN Approved Journal No: 2320-2882 | Impact factor: 7.97 | ESTD Year: 2013
Call For Paper - Volume 12 | Issue 7 | Month- July 2024
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Paper Title
PERCEPTION OF ADVERTISEMENT VALUE AND ITS EFFECT ON PURCHASE INTENTION: A COMPARATIVE ANALYSIS OF YOUTUBE AND FACEBOOK USERS
Authors
Heena, Nidhi Nivedita, Amit Singh
Keywords
Facebook, YouTube, brand, brand image, purchase intention, informativeness, entertainment, ad value, targeting, brand attiitude
Abstract
In this study we have been faced with an increasing number of people who are spending tremendous amounts of time all around the world on YouTube and Facebook. To date, the factors that persuade customers to accept YouTube and Facebook advertising as an advertising medium are not yet fully understood. We have analysed some factors which may be affected on advertising value as well as brand awareness, and accordingly on purchase intention of consumers. The conceptual model hypothesizes that ad value strategies are positively associated with brand awareness, which in turn influence perceived usefulness of You Tube and Facebook continued purchase behaviour.
IJCRT's Publication Details
Unique Identification Number - IJCRT2102500
Paper ID - 203732
Page Number(s) - 4165-4182
Pubished in - Volume 9 | Issue 2 | February 2021
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Publisher Name - IJCRT | www.ijcrt.org | ISSN : 2320-2882
E-ISSN Number - 2320-2882
Cite this article
Heena, Nidhi Nivedita, Amit Singh, "PERCEPTION OF ADVERTISEMENT VALUE AND ITS EFFECT ON PURCHASE INTENTION: A COMPARATIVE ANALYSIS OF YOUTUBE AND FACEBOOK USERS", International Journal of Creative Research Thoughts (IJCRT), ISSN:2320-2882, Volume.9, Issue 2, pp.4165-4182, February 2021, Available at :http://www.ijcrt.org/papers/IJCRT2102500.pdf
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ISSN: 2320-2882 Impact Factor: 7.97 and ISSN APPROVED Journal Starting Year (ESTD) : 2013
ISSN and 7.97 Impact Factor Details
ISSN: 2320-2882 Impact Factor: 7.97 and ISSN APPROVED Journal Starting Year (ESTD) : 2013
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