Behavioral Intentions and Cognitive-Affective Effects of Exposure to YouTube Advertisements among College Students | ||
| المجلة العلمية لبحوث العلاقات العامة و الإعلان | ||
| Article 10, Volume 2019, Issue 18, July 2019, Pages 1-21 PDF (393.78 K) | ||
| Document Type: المقالة الأصلية | ||
| DOI: 10.21608/sjocs.2019.147764 | ||
| Authors | ||
| Abd El-Basit Ahmed Hashem Mahmoud1; Othman Fekry Abdelbaki2 | ||
| 1PhD. Sohag University, Egypt, Zarqa University, Jordan | ||
| 2PhD. Cairo University, Egypt | ||
| Abstract | ||
| This study attempted to investigate the exposure to YouTube ads among Egyptian college students, their attitudes towards these ads, behavioral intentions to watch them and the effects of this exposure and to examine the relationships among these variables as well. The current study was theoretically guided by the theory of reasoned action (TRA) and cognitive-affective behavioral model (CAB) through a questionnaire administered to a purposive sample of 390 college students, who watch YouTube videos, from Cairo University, Egypt from February to May 2019. The results showed that 98.7% of respondents exposed to YouTube ads, and both of their attitudes towards YouTube ads exposure and their intentions to this exposure were moderately positive. The findings also indicated that their attitudes towards exposure to YouTube ads influenced their behavioral intentions to watch these ads, and it also demonstrated that their behavioral intentions to watch these ads had an impact on the exposure to such ads. | ||
| Keywords | ||
| YouTube ads; theory of reasoned action; cognitive; affective behavior model; attitudes; behavioral intentions; college students; Social media; Youtube | ||
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