Open Access. Powered by Scholars. Published by Universities.®
Articles 1 - 2 of 2
Full-Text Articles in Marketing
Youtube Advertising Value And Its Effects On Purchase Intention, Duygu Firat
Youtube Advertising Value And Its Effects On Purchase Intention, Duygu Firat
Journal of Global Business Insights
This study investigated the factors that affect the YouTube advertising value and its effect on purchasing intention. The data were gathered through a 52-item questionnaire administered to YouTube users (n = 420). Multiple regression analysis determined the effect of the factors on YouTube advertising value, and simple regression analysis determined the effect of its value on purchasing intention and ANOVA test was run to determine the differences of demographic groups via YouTube ads value. The findings indicated that informativeness and entertainment and trendiness had a positive effect on YouTube advertising value; however, irritation had a negative effect. In addition, …
Womenpreneurs In A Digital Environment: Utilizing Instagram To Build A Personal Brand, Michelle N. Nuñez
Womenpreneurs In A Digital Environment: Utilizing Instagram To Build A Personal Brand, Michelle N. Nuñez
USF Tampa Graduate Theses and Dissertations
Personal branding on social media is a growing and expanding field. The present research works to uncover the processes and practices of womenpreneurs and the ways in which they utilize social media, specifically Instagram, to build and maintain their personal brands. Grounded theory is used to underpin the research and provide a basis of which the study is conducted. The review of literature provides the context necessary to support the methods of a content analysis and semi-structured interviews. There is a gap in research as it pertains to the conceptualization of personal branding practices on Instagram and the present study …