Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation

Companies can use digital media in promoting their business or social media like Facebook, Instagram, YouTube. Many researchers examine the effects of different uses of social media on consumer buying behavior from different perspectives. The purpose of this research is to see the application of You...

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Autor principal:	Mohamad Trio Febriyantoro
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2020
Materias:	digital marketing youtube marketing communication consumer behavior Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/6a6045c7f3de4c38979a1c823220a724
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id	oai:doaj.org-article:6a6045c7f3de4c38979a1c823220a724
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spelling	oai:doaj.org-article:6a6045c7f3de4c38979a1c823220a7242021-12-02T15:59:47ZExploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation2331-197510.1080/23311975.2020.1787733https://doaj.org/article/6a6045c7f3de4c38979a1c823220a7242020-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2020.1787733https://doaj.org/toc/2331-1975Companies can use digital media in promoting their business or social media like Facebook, Instagram, YouTube. Many researchers examine the effects of different uses of social media on consumer buying behavior from different perspectives. The purpose of this research is to see the application of YouTube Ads in building brand awareness and brand image and its effect on purchase intention. Respondents in this study are millennials who are in Batam City and surrounding areas with an age range of 18–35 years chosen using the non-probability sampling method. This study uses Structural Equation Modeling (SEM) with the SmartPLS. YouTube Advertising influences brand awareness and brand image, whereas brand awareness and brand image do not affect purchase intention. YouTube ads are directly related to the purchase intention. Brand awareness and brand image are not mediating variables because they are not associated with purchase intention.Mohamad Trio FebriyantoroTaylor & Francis Grouparticledigital marketingyoutube marketing communicationconsumer behaviorBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 7, Iss 1 (2020)
institution	DOAJ
collection	DOAJ
language	EN
topic	digital marketing youtube marketing communication consumer behavior Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	digital marketing youtube marketing communication consumer behavior Business HF5001-6182 Management. Industrial management HD28-70 Mohamad Trio Febriyantoro Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation
description	Companies can use digital media in promoting their business or social media like Facebook, Instagram, YouTube. Many researchers examine the effects of different uses of social media on consumer buying behavior from different perspectives. The purpose of this research is to see the application of YouTube Ads in building brand awareness and brand image and its effect on purchase intention. Respondents in this study are millennials who are in Batam City and surrounding areas with an age range of 18–35 years chosen using the non-probability sampling method. This study uses Structural Equation Modeling (SEM) with the SmartPLS. YouTube Advertising influences brand awareness and brand image, whereas brand awareness and brand image do not affect purchase intention. YouTube ads are directly related to the purchase intention. Brand awareness and brand image are not mediating variables because they are not associated with purchase intention.
format	article
author	Mohamad Trio Febriyantoro
author_facet	Mohamad Trio Febriyantoro
author_sort	Mohamad Trio Febriyantoro
title	Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation
title_short	Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation
title_full	Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation
title_fullStr	Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation
title_full_unstemmed	Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation
title_sort	exploring youtube marketing communication: brand awareness, brand image and purchase intention in the millennial generation
publisher	Taylor & Francis Group
publishDate	2020
url	https://doaj.org/article/6a6045c7f3de4c38979a1c823220a724
work_keys_str_mv	AT mohamadtriofebriyantoro exploringyoutubemarketingcommunicationbrandawarenessbrandimageandpurchaseintentioninthemillennialgeneration
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Exploring YouTube Marketing Communication: Brand awareness, brand image and purchase intention in the millennial generation

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