Consumers' attitudes toward online advertising in Vietnam - A study of in-stream ads on Youtube
Abstract
The study is concerned with how Vietnamese consumers respond to YouTube in-stream ads. YouTube is the most prominent video-based networking site in term of numerous online users and importantly, the launch of in-stream ads which will be displayed when the desired video is playing has remarked the latest trend in this digital century. The crucial purpose for understanding consumers’ attitudes toward YouTube in-stream ads is to determine the factors that contribute to the attitudes. Informativeness, Entertainment, Irritation and Credibility have been evaluated by previous studies as certainly underlying the attitudes toward particular advertisements. To achieve the objectives and examine the main dimensions mentioned in the topic, a quantitative research has been applied whose questionnaire adapted the related study of Brackett and Carr (2001). Using data collected from more than two hundred Vietnamese participants, the research analysis was analyzed by a statistics application of SPSS software to predict the influence to consumers’ attitudes in relation to in-stream ads. The result reveals the positively significant correlations between Entertainment, Credibility and the attitudes, whereas, Irritation has the negative relationship. Informativeness has no impact on the degree of the attitudes. As explained those findings, consumers have tendency to pass through a video ads display on YouTube, therefore, the attitudes seem to respond negatively, which contradicts the expectations of advertisers.
Key words: online advertising, in-stream ads, consumers’ attitudes