Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)

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An Evaluation of the Use of YouTube Advertisements in Targeting Millennials in a Digital Era

Authors
Dessy Kurnia Sari1, *, Donard Games1, Nindi Filzah Edista1
1Department of Management, Faculty of Economics and Business, Universitas Andalas, Padang, Indonesia
*Corresponding author. Email: dessyks@eb.unand.ac.id
Corresponding Author
Dessy Kurnia Sari
Available Online 10 January 2024.
DOI
10.2991/978-94-6463-350-4_14How to use a DOI?
Keywords
Consumer Behavior; Digital Era; Indonesia; Social Media Marketing; Youtube Ads
Abstract

Entrepreneurs have to be aware of today’s digital business era. The use of online and digital media in targeting a market was inevitable. This paper explores the influence of perceived advertising values and personalization of advertisement videos on YouTube and sees the effect on millennials’ attitudes toward advertisements. The data were gathered from 120 millennial respondents. The finding indicates that perceived advertising values on YouTube, namely credibility and entertainment of advertisement videos, have a positive and significant effect on millennials’ attitudes towards advertisements. There are no links between irritation and informativeness of advertising videos on YouTube Ads and the attitudes of millennials in responding to the advertisements on YouTube. This study offers an exciting finding that Millennials would only see YouTube advertisements that they find entertaining and skip those that they feel irritating. The millennial respondents in this study would only follow the advertisements from credible sources to get product information. This means the millennial respondents were quite selective about the YouTube ads that need special attention from marketers.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)
Series
Advances in Economics, Business and Management Research
Publication Date
10 January 2024
ISBN
10.2991/978-94-6463-350-4_14
ISSN
2352-5428
DOI
10.2991/978-94-6463-350-4_14How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Dessy Kurnia Sari
AU  - Donard Games
AU  - Nindi Filzah Edista
PY  - 2024
DA  - 2024/01/10
TI  - An Evaluation of the Use of YouTube Advertisements in Targeting Millennials in a Digital Era
BT  - Proceedings of the International Conference on Entrepreneurship, Leadership and Business Innovation (ICELBI 2022)
PB  - Atlantis Press
SP  - 138
EP  - 154
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-350-4_14
DO  - 10.2991/978-94-6463-350-4_14
ID  - Sari2024
ER  -