IMPACT OF CONSUMER ATTITUDE ON ONLINE VIDEO ADVERTISEMENT FACEBOOK AS A PLATFORMJournal: Journal of Marketing & Logistics (Vol.01, No. 01)
Publication Date: 2018-09-21
Authors : Nadeem Mujtaba;
Page : 141-162
Keywords : consumer attitude; online video advertisement; consumers purchase behavior;
AbstractSocial media play a vital role in organization sales as well as also collect the information from customer through social media platform such as YouTube, Facebook, twitter etc. After collection of feedbacks they can make the product as per customer need. Past practices were different such as organization provides the information through “state of art website”, “static website”. “State of art website” which allows online transaction with distributor beside that “Static website” just provides the information about product such as pharmaceutical organizations. Aim to identify the consumer's attitudes on the online video advertisement. Our research will show the reaction on 10 second advertisement while watching video or start the video. Aim to determine the consumer'sintension and attitude on online video advertisement through these variables entertainment, Informative, irritation, celebrity and credibility. Our research will be beneficial for advertisement agencies. We took 400 samples from Facebook users. We performed the testes and calculate the impact on dependent variable and their relations between them. And did this through CFA, EFA t-value significance, hypothesis, regression, correlation, reliability of model, alpha by software's using excel, Amos, SPSS.We were conducted the research and took the data through social media plate such as Facebook, further social media platforms can be used and also increase the sample sizes and can be used the other areas as a respondent. This research will help you to make advertisement after reading the quantitative result of our research.Keywords:consumer attitude, online video advertisement, consumers purchase behavior.
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