The Impact of YouTube Advertisement Value on Purchase Intention of YouTube Users in Western Province, Sri Lanka

Online video advertising has continued to play a significant role in raising brand awareness in recent years. Companies, entrepreneurs, and practitioners increasingly use YouTube advertising to interact with their consumers, owing to the growing number of YouTube viewers. But only a few researchers have looked at the impact of YouTube advertising value on the purchase intention of YouTube viewers; therefore, the researchers investigate the impact of YouTube advertisement value on the purchase intention of consumers in Western Province, Sri Lanka. Under the deductive approach and the quantitative research methodology, this study investigates Entertainment, Informativeness, Credibility, and Irritation of YouTube advertisement value towards the purchase intention of YouTube viewers. The researchers administered an online questionnaire among YouTube users aged between 18 – 40 who live in the Western province of Sri Lanka. Multiple Regression analysis determined the effect of YouTube advertisement value factors on the purchase intention of YouTube viewers. The findings revealed that Entertainment, Informativeness, Credibility of YouTube advertisement value positively affect purchase intention. In contrast, the Irritation of YouTube advertisement value negatively affects the purchase intention of YouTube viewers in Western Province, Sri Lanka. The researchers suggest when developing, designing, and advertising on YouTube, advertisers and practitioners can improve entertainment, informativeness, and credibility and reduce irritation in YouTube advertisements for better performance. The findings of this study provide managerial implications for business organizations, practitioners, advertisers, and advertising agencies to conduct an effective advertising campaign on YouTube.