Behavioral Intention and Cognitive Affective Effects of Exposure to Youtube Advertisements Among College Students
| المصدر: | المجلة العلمية لبحوث العلاقات العامة والإعلان |
|---|---|
| الناشر: | جامعة القاهرة - كلية الإعلام - قسم العلاقات العامة والإعلان |
| المؤلف الرئيسي: | Mahmoud, Abd El-Basit Ahmed Hashem (Author) |
| مؤلفين آخرين: | Abdelbaki, Othman Fekry (Co-Author) |
| المجلد/العدد: | ع18 |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2019
|
| الشهر: | ديسمبر |
| الصفحات: | 1 - 21 |
| ISSN: |
2356-9131 |
| رقم MD: | 1123618 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | HumanIndex |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
Youtube Ads | Theory of Reasoned Action | Cognitive Affective Behavior Model | Attitudes | Behavioral Intentions | College Students
|
| رابط المحتوى: |
عدد مرات التحميل
24
| المستخلص: |
This study attempted to investigate the exposure to YouTube ads among Egyptian college students, their attitudes towards these ads, behavioral intentions to watch them and the effects of this exposure and to examine the relationships among these variables as well. The current study was theoretically guided by the theory of reasoned action (TRA) and cognitive-affective behavioral model (CAB) through a questionnaire administered to a purposive sample of 390 college students, who watch YouTube videos, from Cairo University, Egypt from February to May 2019. The results showed that 98.7% of respondents exposed to YouTube ads, and both of their attitudes towards YouTube ads exposure and their intentions to this exposure were moderately positive. The findings also indicated that their attitudes towards exposure to YouTube ads influenced their behavioral intentions to watch these ads, and it also demonstrated that their behavioral intentions to watch these ads had an impact on the exposure to such ads. |
|---|---|
| ISSN: |
2356-9131 |
عناصر مشابهة
-
Attitudes towards the Impact of Social Networking Sites Use on Marital Life among Egyptian Youth
بواسطة: Mahmoud, Abd El-Basit Ahmed Hashem منشور: (2018) -
The Cognitive Effect of Visual Metaphor in Advertising: A Comparative Study between Fusion and Juxtaposition Metaphor
بواسطة: Seddeek, Reham El-Sayed منشور: (2022) -
The Impact of Advertising Creativity on Purchasing Intentions
بواسطة: Maree, Ahmed Mustafa منشور: (2018) -
The Effectiveness of Creative Advertising(Applied on TV Advertising)
بواسطة: El Masry, Nermeen Ehab منشور: (2014) -
Factors Affecting Consumers' Attitudes Towards SMS Advertising : Case Study : Students Of The Islamic University In Gaza
بواسطة: Qousa, Abd Alrahim Mohammed منشور: (2015)
