SavedAdd your journal

Journals / Türkiye İletişim Araştırmaları Dergisi / 2019 / Sayı: 33

Feeling in Responding Advertising Exposure on YouTube: The Moderation Influence of Online Experience

Tri Weda RAHARJO
Pages
24–37
Publication Date
2019-06-30
DOI
—
🏛️Bibliographic metadata and full text access for this article are provided via DergiPark.
DergiPark Record ↗
✨

AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

From the results of this study, it can be concluded that: (1) ad intrusiveness significantly affect ad irritation; (2) online experience does not significantly provide impact in weakening the relation among ad intrusiveness and ad irritation; (3) online experience significantly impact on weakening the relation among ad intrusiveness and ad avoidance; (4) ad intrusiveness significantly affect ad avoidance; (5) ad irritation significantly affect ad avoidance; (6) ad avoidance does not significantly affect the attitude toward the brand.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The use of YouTube as a medium of social networking to promote the products proved to be quite effective, yet sometimes it can cause disruption to the users.
📊
Key Findings & Data:Questionnaires used for collecting data which is involving 105 samples of 263 samples that had been spread on colleges and government offices in Surabaya.
💡
Conclusion & Impact:From the results of this study, it can be concluded that: (1) ad intrusiveness significantly affect ad irritation; (2) online experience does not significantly provide impact in weakening the relation among ad intrusiveness and ad irritation; (3) online experience significantly impact on weakening the relation among ad intrusiveness and ad avoidance; (4) ad intrusiveness significantly affect ad avoidance; (5) ad irritation significantly affect ad avoidance; (6) ad avoidance does not significantly affect the attitude toward the brand.
🔬Design:Survey & Empirical Study
📍Scope:105 samples
⚙️Variables:Ad Intrusiveness · Ad Irritation · Ad Avoidance

Abstract

The use of YouTube as a medium of social networking to promote the products proved to be quite effective, yet sometimes it can cause disruption to the users. It is due to the advertisement has interrupted the streaming activity, causing annoyance and displeasure followed by avoidance. Regarding with the problem, this study examined the feelings while response to ad impressions on YouTube. The population of the study is including the YouTube users in Indonesia. Questionnaires used for collecting data which is involving 105 samples of 263 samples that had been spread on colleges and government offices in Surabaya. From the results of this study, it can be concluded that: (1) ad intrusiveness significantly affect ad irritation; (2) online experience does not significantly provide impact in weakening the relation among ad intrusiveness and ad irritation; (3) online experience significantly impact on weakening the relation among ad intrusiveness and ad avoidance; (4) ad intrusiveness significantly affect ad avoidance; (5) ad irritation significantly affect ad avoidance; (6) ad avoidance does not significantly affect the attitude toward the brand.

Özet

The use of YouTube as a medium of social networking to promote the products proved to be quite effective, yet sometimes it can cause disruption to the users. It is due to the advertisement has interrupted the streaming activity, causing annoyance and displeasure followed by avoidance. Regarding with the problem, this study examined the feelings while response to ad impressions on YouTube. The population of the study is including the YouTube users in Indonesia. Questionnaires used for collecting data which is involving 105 samples of 263 samples that had been spread on colleges and government offices in Surabaya. From the results of this study, it can be concluded that: (1) ad intrusiveness significantly affect ad irritation; (2) online experience does not significantly provide impact in weakening the relation among ad intrusiveness and ad irritation; (3) online experience significantly impact on weakening the relation among ad intrusiveness and ad avoidance; (4) ad intrusiveness significantly affect ad avoidance; (5) ad irritation significantly affect ad avoidance; (6) ad avoidance does not significantly affect the attitude toward the brand.

🔖

Cite This Article

RAHARJO, T. W. (2019). Feeling in Responding Advertising Exposure on YouTube: The Moderation Influence of Online Experience. Türkiye İletişim Araştırmaları Dergisi, Sayı: 33, 24–37. https://ajindex.com/articles/4051

📄 Full Text PDF Viewer

📄

PDF görüntüleyici hazırlanıyor...

References (13)

  1. Aaker, D. S., & Bruzzone, D. E. (1985). Causes of irritation in advertising. Journal of Marketing, 49(2), 47-57.
  2. Aaker, D. A & Norris, D. R. (1982) Characteristics of TV commercials perceived as informative. Journal of Advertising Research, 22(2), 61-70.
  3. Aaker, D. A., & Stayman, D. M. (1990). Measuring audience perception of commercial and relating them to ad impact. Journal of Advertising Research, 30(4), 7-17.
  4. Abernethy, A. M. (1991). Physical and mechanical avoidance of television commercials: An exploratory study of zipping, zapping and leaving. In R. Holman (ed.), Proceedings of the American academy of advertising (pp. 223-231). NY: The American Academy of Advertising. Andre, P., Bernstein, M., & Luther, K. (2012). What makes a great tweet? Harvard Business Review, 90(5), 36-37.
  5. Bauer, R. A., & Greyser, S. A. (1968). Advertising in American: The consumer view. Boston, MA: Harvard University. Bolotaeva, V., & Cata, T. (2010). Marketing opportunities with social networks. Journal of Internet Social Networking and Virtual Communities, 2010, 1-8.
  6. Boyd, M. D., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230.
  7. Chikandiwa, S. T., Contogiannis, E., & Jembere, E. (2013). The Adoption of social media marketing in South African banks. European Business Review, 25(4), 365-381.
  8. Clancey, M. (1994). The television audience examined. Journal of advertising Research, 34(4), S1-S1. Constantinides, E. (2004). Influencing the online consumer's behavior: the Web experience. Internet Research, 14(2), 111-126.
  9. Cronin, J. J., & Menelly, N. E. (1992). Discrimination vs. avoidance: "Zipping" of television commercials. Journal of Advertising, 21(2), 1-7.
  10. De Pelsmacker, P. & Van den Bergh. J. (1998). Advertising content and irritation: A study of 226 TV commercials. Journal of International Consumer Marketing, 10(4), 5-28.
  11. Djauzak, A. (2004). Peningkatan Mutu Pendidikan Sebagai Sarana Pembangunan Bangsa, Jakarta: Balai Pustaka. Fennis, B. M., & Bakker, A. B. (2001). "Stay tuned-we will be back right after these messages": Need to evaluate moderates the transfer of irritation in advertising. Journal of Advertising, 30(3), 15-25.
  12. Friz, C. T. (1979). A numerical taxonomic study of six species of the free-living amoeba. Archiv für Protistenkunde, 122(3-4), 360-371.
  13. Li, H., Edwards, S. M., & Lee, J. H. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the