Impact of YouTube advertising on purchase intention: A Pitch
Impact of YouTube advertising on purchase intention: A Pitch
Author(s): Maryam Rehman, Haroon Iqbal MaseehSubject(s): Accounting - Business Administration
Published by: EDITURA ASE
Keywords: YouTube advertising; purchase intention; technological marketing; pitching research;
Summary/Abstract: Internet technology has proved its worth in every field of life. Due to its vast penetration, organisations started using this technology as a marketing platform. YouTube is one of the online platforms which is subscribed by millions of users and has become a reliable chanel for advertising. However, the understanding regarding the effectiveness of YouTube advertising remains limited. Accordingly, this PRL applies the pitching template developed by Faff (2015; 2019) to an academic project titled “Impact of YouTube Advertising on Purchase Intention”. In this PRL, researchers develop a framework for a research project to identify the core elements of the research. This letter consists of introduction section, followed by pitchers’ brief commentary and personal reflection on pitching exercise.
Journal: Journal of Accounting and Management Information Systems
- Issue Year: 19/2020
- Issue No: 4
- Page Range: 805-811
- Page Count: 7
- Language: English