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This study aimed to test some dynamics related to YouTube advertising clutter and viewers' attitudes towards YouTube channels operated by traditional television (TV) companies (These YouTube channels tend to have a greater ad clutter since their videos have embedded ads of programme sponsors in addition to regular YouTube advertisements).

Employing a positivistic, quantitative methodology, the study collected data through an online survey from a sample of 295 YouTube viewers in Sri Lanka. Data were analysed using the regression-based PROCESS macro, utilising the SPSS software.

Ad clutter has a negative impact on viewers' attitudes towards the YouTube channel, but only indirectly, through irritation. Skippability of advertisements does not moderate the relationship between ad clutter and ad irritation, but non-skippability increases ad irritation (direct relationship).

YouTube channel owners should pay careful attention to having an optimum level of advertising because clutter resulting in high ad irritation leading to a negative attitude towards the channel could reduce subscriptions. Offering an ad skippability option is unlikely to reduce irritation if there is high clutter.

Although ad clutter is well-researched, its impact on viewer responses to online media channels is uncommon. With YouTube poised to become a top ad revenue-generating medium, this study contributes by examining some dynamics related to ad clutter in a possibly high-clutter context.

This study investigates two important research questions. First, does YouTube advertising create value for customers to activate their inspired-by state (motivation), or does customer engagement in advertised brands have a mediating role? Second, does the inspired-by state influence customers’ inspired-to state (action) to purchase the advertised brand?

This study employs Ducoffe’s advertising value model to investigate how customers’ engagement mediates perceived advertising value and their inspired-by state. The authors split customer inspiration into two primary states: inspired-by (i.e. the early interest in taking action) and inspired-to (i.e. the intention to act), demonstrating that the latter is positively influenced by the former. The study employs SmartPLS V3.2.9 to analyze survey data from 360 respondents in Pakistan – an emerging market.

This study found that informativeness, entertainment, creativity and incentives exerted a significant positive impact on perceived advertising value. The perceived advertising value of YouTube ads fails to influence customers’ inspired-by state directly; however, customer engagement positively mediates the relationship between the perceived advertising value of YouTube and customers’ inspired-by state. Finally, the customers’ inspired-by state is successfully converted into an inspired-to state.

This study has numerous practical implications for advertisers and marketers seeking to optimize social media advertising and marketing performance.

YouTube ads shape consumer behavior, empowering informed choices; authentic engagement transforms the advertising landscape.

This study is the first to examine the perceived advertising value of YouTube ads for eliciting customers’ inspired-by state, assessing the mediating role of customer engagement as a mechanism. Moreover, the authors examine the role of customers’ inspired-by state as a predictor of the inspired-to state.

This study aims to analyze the association of information technology and non-information technology reviewer information and advertisement format, and also demographics and theory of planned behavior variables for watching a new movie release.

The authors surveyed 809 college students about various advertisement topics of traditional media/print, Internet, social media, and both print and online reviews.

For advertising, outdoor billboards and YouTube video were each positively associated with watching a new movie release while reviewer information of critic reviews in print, critic reviews online, and user reviewers were each not associated with watching a new movie release. For race/ethnicity, Hispanics were positively associated with watching a new movie release while South Asians were negatively associated with watching a new movie release. For theory of planned behavior variables, behavioral control and intentions were each positively associated with watching a new movie release.

In conclusion, movie production companies should dedicate large portions of their advertising budget to YouTube and outdoor billboard advertising. Also, movie production companies should continue to advertise and possibly even tailor advertising to Hispanics.

This is the first study for watching a new movie release to simultaneously include predictors of advertisement format including from many types of social media platforms, reviewer information whether from professional critics or user reviews, and the theory of planned behavior.

Drawing on the theoretical framework of Grabe and Bucy (2009), this chapter presents the findings of an exploratory study concerning the visual self-presentation strategies that the political leaders of the two main political parties in Greece (Syriza and New Democracy) employed in their political adverts on YouTube during the campaign for the 2019 European Parliamentary elections. The findings illustrate that, despite the fact that both leaders made equal use of the two master frames, of the ideal candidate and the populist campaigner, their visual strategies differed in the emphasis given to the various subdimensions of the visual framework. Both leaders attempted to project a public persona characterised by ordinariness and professionalism. Tsipras used a series of spots through which he sought to both ‘renew’ his relationship with the electorate and reinforce perceptions of his statesmanship as a widely respected political leader. Mitsotakis' visual strategy was primarily based on building a more relatable image and strengthening his leadership profile, as well as the frequent use of patriotic symbols.

This study aims to examine the elements of luxury travel found in YouTube video advertisements uploaded by various National Tourism Offices from 19 selected Asian countries at the onset of Covid-19 pandemic.

The researchers used content analysis to systematically analyze the themes among the Asian tourism video advertisements through the lens of the hierarchy of luxury travel needs.

Thailand and the Philippines showcase the most elements of luxury travel needs (LTNs), featuring five out of the seven components. In fact, Thailand has the highest aggregate featured LTN elements among all countries, with 164 coded references across five components. Exclusivity is the most featured element of the LTN by all Asian countries, except for South Korea and Bhutan whose focus is on authentic experience. Interestingly, product quality standards were not seen in any videos.

Tourism industry decision-makers can use this study in evaluating their promotional plans, developing promotional strategies, crafting future video advertisements and exploring future research in the field of social media, videos and luxury.

The study provides insights and understanding of the current priorities of tourism advertisements. This study’s use of the hierarchy of LTNs provides a novel contribution within the studies in luxury travel, post-pandemic travel and tourism advertisement.

The purpose of this study is to determine which digital marketing strategies are preferred by Millennials and are effective in influencing their behavior. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived positively by this online generation.

Data were collected over a three‐year period (2009 to 2011) by surveying Millennials at a prominent southwest US university.

Results indicate that Millennials have a definite preference for certain forms of online advertising. There are digital marketing strategies that are considerably more effective in grabbing the attention of Millennials, motivating repeat visits to a web site, and encouraging Millennials to write online reviews.

By taking into consideration the preferences of Millennials, the effectiveness of online communications and digital marketing aimed at this market segment can be increased. Recommendations are made regarding types of online advertising to use, how companies should design their web sites, how to motivate repeat visits to web sites, and how to encourage Millennials to write online reviews. Millennials are reading and being influenced by online reviews.

Even though online advertising is the fastest growing advertising medium, only a small percentage of total advertising expenditures are currently being devoted to the internet. There is potential growth and value in using digital marketing aimed at Millennials, but the marketing strategies must be perceived positively by this generation.

YouTube has emerged as the most innovative social networking sites (SNS) with exclusive features at that time which allowed users to post, view, comment and link to videos on the site. The purpose of this paper is to investigate the way emotional appeals are being used in YouTube advertisements to promote their products by considering various big brands of different industries in emerging market like India. The advertisement that induces consumer’s emotions can cause subconscious reactions which supersede consumer’s logical and pragmatic responses to create the unbreakable bond with a brand.

The study has taken online video advertisements which were uploaded on YouTube by different companies. The advertisements considered for the study were selected on three criteria: having more than 1,00,000 subscribers; videos having Indian advertisements; and have released at least one popular advertisement of minimum 1,00,000 views monthly in the period January 1-December 31, 2016. Random sampling method was used. Content analysis of 150 video advertisements was done to assess the influence of positive and negative emotions on consumer engagement. Multiple regression method is used taking the stepwise method.

The present study focused on emotional aspects of the advertisement that induce consumer engagement through SNS. The marketing strategies mainly focus on rational aspects as well as emotional aspects. The study suggests that in emerging economy like India, people heavily rely on emotions rather than logical information regarding any goods or services; hence, we considered both positive and negative emotional aspects in the study so as to measure the influence of emotional appeals on consumer engagement. Positive emotional appeals like contentment, happiness and love have the positive influence on the consumer engagement. On the other hand, negative emotional appeals are negatively related to the consumer engagement.

The present study aims at measuring ripple effect of the emotional appeals on ads and also tries to compare the impact between positive and negative emotional appeals so that it becomes easy for the marketers to determine the context in which it can be applied. For this purpose, YouTube video ads from India have been taken as the object of study from different industries.

Consumer-generated advertisements are advertisements made by consumers for brands they love and hate. This study considers why consumers create their own brand commercials and how to classify the types of commercials they make. The chapter also discusses the attitude of companies toward consumer-generated advertisements and the effect of companies’ attitudes on the commercials. The study compares two different brands with a different attitude toward consumer-generated advertisements – Starbucks and Chipotle. An active and positive attitude of the company toward consumer-generated advertisements results in more positive advertisements.

Online video advertisement is a wide-ranging phenomenon on the internet that provides huge opportunities for business enterprises. The revenues of website service providers come primarily from advertisement. However, it is rare to find research focusing on consumer attitudes toward online video advertisement. This study aims to investigate consumer attitudes toward advertisement while they are watching online videos on YouTube.

The paper followed Brackett and Carr’s (2001) Web Advertising Attitudes Model and combined it with the theory of reasoned action (TRA) and the flow theory. This study investigates consideration of the factors affecting attitudes toward advertisement and the influence on shopping intention and purchase behavior.

The findings indicate that entertainment, informativeness, irritation and credibility have a shopping influence on purchase attitudes. Flow, on the other hand, does have an influence on shopping intention and purchase behavior. The discussion and conclusion have been further discussed.

This study provides a comprehensive model for online video advertisement. This model was based on Brackett and Carr’s model, combining the users and gratifications theory, TRA and flow theory to develop an online video advertisement model. Researchers can consider this model as a framework and use it to capture a more complete picture of the relevant phenomena in their works.

The current study examines a novel model that examines how the online and offline or general personality of the same person predicts social identification with the endorser in a message and their subsequent online behaviors (e.g. ad-skipping) on social media, both differentially and simultaneously.

Real-time ad-skipping behaviors were tracked and analyzed across three online experiments.

The results supported the model explicating the dual and simultaneous influence of offline and online personalities on ad-skipping behaviors. Specifically, in response to a skippable video ad, online and offline personalities respectively increase and decrease viewers’ identification with the endorser. Consequently, the higher or lower the identification, the lower or higher the rate of ad-skipping behaviors.

The current study will benefit from a larger set of real-world data (i.e. big data) to enhance the generalizability of the findings, supporting the model.

With the growing prevalence of the gap between online and offline self-identities driven by social media usage, this paper suggests that the ad message needs to address the dual influence of both online and offline identities on ad-skipping behaviors.

The current study tests a novel model that shows that the online and offline personalities of the same person concurrently influence one’s behavior on the Internet, rather than separately.