INVESTIGATING THE FACTORS AFFECTING CONSUMERS’ TENDENCY TO WATCH VIDEO ADS ON SOCIAL MEDIA: RESEARCH ON YOUTUBE ADVERTISEMENTS

Abstract

Striking developments in the field of the internet and social media have led to changes in economic, social and cultural activities in human life. Changes in communication and consumption habits are among the issues that concern marketing experts the most. Due to the tendency of marketing activities to social media, this study aimed to determine the factors affecting the tendency of consumers to watch YouTube video ads. For this purpose, online questionnaires were applied to 413 participants by using the quantitative research method. In the data analysis, descriptive statistics, as well as multiple regression analysis and reliability analysis, were performed using the SPSS program. As a result of the analysis, the variables are determined to be highly explanatory and reliable. Regression analysis performed to test the hypotheses showed that the variables of social impact, experience, hedonic motivation, convenience and performance expectation have significant effects on the tendency to watch YouTube video ads, respectively. Finally, the research results were interpreted and recommendations were developed