Brand Awareness, Ad Attitudes and Ad Features toward Engagement: An Empirical Study of Green Automobiles

• Main Authors: Ayu Febriyanti Puspitasari, 亞菲碧
• Other Authors: 沈建文
• Format: Others
• Language: en_US
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/2vm43k

碩士 === 國立中央大學 === 企業管理學系 === 102 === Because brand awareness and ad attitudes are important factors in customer’s engagement and customer’s purchasing decision, this research aims to investigate the relationships among brand awareness, ad attitudes and ad features to customer engagement on YouTube. While the number of views was used to measure brand awareness in this study, the 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. The results indicate that green or non-green messages delivered by video advertisement had no significant impacts on customer engagement. Similarly, ad features such as the length of video also had no significant impact on customer engagement. On the other hand, brand awareness and ad attitudes played important role to engage customers on YouTube. Hence, green car products should improve the numbers of views and likes on YouTube in order to increase customer engagement on video advertisements.