Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/310792 
Year of Publication: 
2020
Citation: 
[Journal:] Journal of Accounting and Management Information Systems (JAMIS) [ISSN:] 2559-6004 [Volume:] 19 [Issue:] 4 [Year:] 2020 [Pages:] 805-811
Publisher: 
Bucharest University of Economic Studies, Bucharest
Abstract: 
Internet technology has proved its worth in every field of life. Due to its vast penetration, organisations started using this technology as a marketing platform. YouTube is one of the online platforms which is subscribed by millions of users and has become a reliable chanel for advertising. However, the understanding regarding the effectiveness of YouTube advertising remains limited. Accordingly, this PRL applies the pitching template developed by Faff (2015; 2019) to an academic project titled "Impact of YouTube Advertising on Purchase Intention". In this PRL, researchers develop a framework for a research project to identify the core elements of the research. This letter consists of introduction section, followed by pitchers' brief commentary and personal reflection on pitching exercise.
Subjects: 
YouTube advertising
purchase intention
technological marketing
pitching research
JEL: 
M31
M37
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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