Abstract

Marketing communications are witnessing a historic change in current times with online digital video advertising becoming a trend. Marketers are spending a significant pie of advertising budget on such video advertising on YouTube as it is a prevalent digital video channel among Generation Y. Purchasing decisions of this generation are influenced by YouTube advertising. Thus, understanding the perceived value of YouTube advertising becomes imperative for global marketers, especially in India which consists of 440 million millennials to target them. In this backdrop, the current study supplements to the extant literature by adding new linkages in the field of advertising by investigating attitude toward advertising as a mediator, mediating the relationship of perceived advertising value with purchase intentions. The study applies moderated mediation to examine the role of customer engagement. The mediation and moderated mediation were tested using PROCESS macro v3.5 by Andrew F. Hayes after collecting responses from 374 millennials. Implications for marketers are discussed in the end.

摘要

随着在线数字视频广告成为一种趋势，营销传播正在见证当今时代的历史性变化。营销人员在 YouTube 上的此类视频广告上花费了大量的广告预算，因为它是 Y 一代中流行的数字视频频道。这一代人的购买决定受 YouTube 广告的影响。因此，了解 YouTube 广告的感知价值对于全球营销人员来说变得势在必行，尤其是在拥有 4.4 亿千禧一代的印度。在此背景下，当前的研究通过调查对广告作为中介的态度，调解感知广告价值与购买意愿的关系，在广告领域添加新的联系，从而对现有文献进行补充。该研究应用有调节的中介来检查客户参与的作用。Andrew F. Hayes 在收集了 374 名千禧一代的回复后，使用 PROCESS macro v3.5 测试了中介和调解中介。最后讨论了对营销人员的影响。