Please use this identifier to cite or link to this item: http://hdl.handle.net/10419/175333
Authors: 
Athni, Aditya
Year of Publication: 
2017
Citation: 
[Journal:] Journal of Applied Leadership and Management [ISSN:] 2194-9522 [Volume:] 5 [Year:] 2017 [Issue:] [Pages:] 27-34
Abstract: 
Research Question: In comparing product review videos to official advertisements on YouTube, what type of video has a stronger contextual, emotional and behavioural influence on consumers? Methods: Empirical study by means of an online survey, based on a comparative approach, to gauge consumer perceptions upon exposure to both product review videos and official advertisements on YouTube. Results: YouTube product review videos are found to have a stronger contextual, emotional and behav-ioural influence on consumers as compared to official advertisements.
Subjects: 
YouTube
behaviour
influence
consumer
Document Type: 
Article
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