Citation:
[Journal:] Journal of Applied Leadership and Management [ISSN:] 2194-9522 [Volume:] 5 [Publisher:] Hochschule Kempten - University of Applied Sciences, Professional School of Business & Technology [Place:] Kempten [Year:] 2017 [Pages:] 27-34
Publisher:
Hochschule Kempten - University of Applied Sciences, Professional School of Business & Technology, Kempten
Abstract:
Research Question: In comparing product review videos to official advertisements on YouTube, what type of video has a stronger contextual, emotional and behavioural influence on consumers? Methods: Empirical study by means of an online survey, based on a comparative approach, to gauge consumer perceptions upon exposure to both product review videos and official advertisements on YouTube. Results: YouTube product review videos are found to have a stronger contextual, emotional and behav-ioural influence on consumers as compared to official advertisements.