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Behavioral intentions and cognitive-affective effects of exposure to youtube advertisements among college students
المؤلفون المشاركون
Mahmud, Abd al-Basit Ahmad Hashim
Abd al-Baqi, Uthman Fikri
المصدر
The Scientific Journal of Public Relations and Adverising Researches
العدد
المجلد 2019، العدد 18 (31 ديسمبر/كانون الأول 2019)، ص ص. 1-21، 21ص.
الناشر
جامعة القاهرة كلية الإعلام قسم العلاقات العامة و الإعلان
تاريخ النشر
2019-12-31
دولة النشر
مصر
عدد الصفحات
21
التخصصات الرئيسية
الموضوعات
الملخص EN
This study attempted to investigate the exposure to YouTube ads among Egyptian college students, their attitudes towards these ads, behavioral intentions to watch them and the effects of this exposure and to examine the relationships among these variables as well.
The current study was theoretically guided by the theory of reasoned action (TRA) and cognitive-affective behavioral model (CAB) through a questionnaire administered to a purposive sample of 390 college students, who watch YouTube videos, from Cairo University, Egypt from February to May 2019.
The results showed that 98.7% of respondents exposed to YouTube ads, and both of their attitudes towards YouTube ads exposure and their intentions to this exposure were moderately positive.
The findings also indicated that their attitudes towards exposure to YouTube ads influenced their behavioral intentions to watch these ads, and it also demonstrated that their behavioral intentions to watch these ads had an impact on the exposure to such ads.
نمط استشهاد جمعية علماء النفس الأمريكية (APA)
Mahmud, Abd al-Basit Ahmad Hashim& Abd al-Baqi, Uthman Fikri. 2019. Behavioral intentions and cognitive-affective effects of exposure to youtube advertisements among college students. The Scientific Journal of Public Relations and Adverising Researches،Vol. 2019, no. 18, pp.1-21.
https://search.emarefa.net/detail/BIM-1243115
نمط استشهاد الجمعية الأمريكية للغات الحديثة (MLA)
Mahmud, Abd al-Basit Ahmad Hashim& Abd al-Baqi, Uthman Fikri. Behavioral intentions and cognitive-affective effects of exposure to youtube advertisements among college students. The Scientific Journal of Public Relations and Adverising Researches No. 18 (Jul. / Dec. 2019), pp.1-21.
https://search.emarefa.net/detail/BIM-1243115
نمط استشهاد الجمعية الطبية الأمريكية (AMA)
Mahmud, Abd al-Basit Ahmad Hashim& Abd al-Baqi, Uthman Fikri. Behavioral intentions and cognitive-affective effects of exposure to youtube advertisements among college students. The Scientific Journal of Public Relations and Adverising Researches. 2019. Vol. 2019, no. 18, pp.1-21.
https://search.emarefa.net/detail/BIM-1243115
نوع البيانات
مقالات
لغة النص
الإنجليزية
الملاحظات
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رقم السجل
BIM-1243115
قاعدة معامل التأثير والاستشهادات المرجعية العربي "ارسيف Arcif"
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