Impact of YouTube advertising on purchase intention: A Pitch | Zendy

Mehak Rehman | Zendy; Haroon Iqbal | Zendy

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Impact of YouTube advertising on purchase intention: A Pitch

Author(s) -

Mehak Rehman,

Haroon Iqbal

Publication year - 2020

Publication title -

journal of accounting and management information systems

Language(s) - English

Resource type - Journals

ISSN - 1583-4387

DOI - 10.24818/jamis.2020.04009

Subject(s) - advertising , advertising research , the internet , online advertising , section (typography) , business , marketing , computer science , world wide web

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.

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