Puspitasari, AyuFebriyanti (2014) Brand Awareness, Ad Attitutes and Ad Features toward Engagement on Youtube: an Empirical Study of Green Automobiles. Magister thesis, Universitas Brawijaya.
Abstract
Karena kesadaran merek dan sikap iklan adalah faktor penting dalam keterlibatan pelanggan dan keputusan pembelian pelanggan, penelitian ini bertujuan untuk menyelidiki hubungan di antara kesadaran merek, sikap iklan dan fitur iklan untuk keterlibatan pelanggan di YouTube. Sementara jumlah tampilan digunakan untuk mengukur kesadaran merek dalam penelitian ini, jumlah suka dan tidak suka digunakan untuk mengukur sikap iklan. Sementara itu, komentar, saham, dan langganan didorong digunakan untuk mengukur keterlibatan pelanggan di YouTube. Studi ini juga melakukan studi empiris dari video mobil hijau di YouTube. Hasil menunjukkan bahwa pesan hijau atau non-hijau yang disampaikan oleh iklan video tidak memiliki dampak signifikan terhadap keterlibatan pelanggan. Demikian pula, fitur-fitur iklan seperti panjang video juga tidak berdampak signifikan pada keterlibatan pelanggan. Pada tangan, kesadaran merek dan sikap iklan memainkan peran penting untuk melibatkan pelanggan di YouTube. Oleh karena itu, produk mobil hijau harus meningkatkan jumlah tampilan dan suka di YouTube untuk meningkatkan keterlibatan pelanggan pada iklan video.
English Abstract
Because brand awareness and ad attitudes are important factors in customer`s engagement and customer`s purchasing decision, this research aims to investigate relationships among brand awareness, ad attitudes and ad features to customer engagement on YouTube. While number of views was used to measure brand awareness in this study, numbers of likes and dislikes were used to measure ad attitudes. Meanwhile, comments, shares, and subscription driven were used to measure customer engagement on YouTube. This study also conducted an empirical study of green automobile videos on YouTube. results indicate that green or non-green messages delivered by video advertisement had no significant impacts on customer engagement. Similarly, ad features such as length of video also had no significant impact on customer engagement. On o r hand, brand awareness and ad attitudes played important role to engage customers on YouTube. Hence, green car products should improve numbers of views and likes on YouTube in order to increase customer engagement on video advertisements.
| Item Type: | Thesis (Magister) |
|---|---|
| Identification Number: | TES/658.827/PUS/b/041407016 |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing |
| Divisions: | S2/S3 > Magister Manajemen, Fakultas Ekonomi dan Bisnis |
| Depositing User: | Endro Setyobudi |
| Date Deposited: | 17 Nov 2014 15:28 |
| Last Modified: | 17 Nov 2014 15:28 |
| URI: | http://repository.ub.ac.id/id/eprint/159950 |
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