| dc.description.abstract | Shopee has been a leading, dominant and successful business in the online
market in Vietnam since 2016. Beside its attractive features and convenience, one
notable aspect that has contributed to the success is the use of YouTube Video
Advertising strategy. With these ads supporting tools, businesses are allowed to
effectively communicate their brand online to customers. However, negative
experiences can be created when users view too many ads, and negatively affect
attitudes and loyalty towards the advertised brand. This study investigates the impact
of advertising attributes in YouTube ads of an e-commerce platform, focusing on the
case of the Shopee brand in Ho Chi Minh city, Vietnam. Using the quantitative method,
315 valid responses were collected from participants who are 18 – 55 years old, live in
Ho Chi Minh city, and are both users of Shopee and Youtube. The collected data was
analyzed by SmartPLS software through measurement model evaluation (reliability and
validity) and structural model evaluation (path coefficients analysis and effect size).
The results show that advertising attributes including entertainment, informativeness,
irritation and credibility influence advertising attitudes. Besides, results show that
advertising attitude has a strong positive impact on brand attitude, and brand attitude
has a strong positive impact on brand loyalty. | en_US |
