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AUDIENCE ATTITUDE TOWARDS ADVERTISEMENTS ON YOU TUBE
Daivata Patil, Aishwarya Chavan
University of Mumbai, India
Представленная работа посвящена изучению отношения аудитории к рекламе на YouTube. В статье рассматриваются различные типы рекламы, которые «вмешиваются» в процесс просмотра, описаны такие факторы, как «доверие», «возмущения», «информативность» и «развлечение», которые помогает в определнии отношения к подобной рекламе.
Ключевые слова: Интернет-реклама, социальные медиа, YouTube, потребительское отношение, аудитория
This research delves into the attitudes of audiences towards the advertisements on YouTube. The study examines the different types of advertisements that intervene the viewing of the audiences by studying factors such as Credibility, Disturbance, Informativeness and Entertainment that helps in shaping the attitudes towards such advertisements.
Keywords: Internet Advertising, Social Media, YouTube, Consumer Attitude, Audience
Research Design
Statement of the problem:
The goal of the paper is to study the attitudes of the audiences towards the advertisements on YouTube. The study examines the attitudes on the basis on Credibility, Entertainment and Disturbance.
Research questions:
RQ1. What is the role of demographic factors in the knowing the reactions of audiences towards the advertisements on YouTube?
RQ2. How do audiences react to the advertisements on You-Tube while watching a video?
Objectives:
1) To study the role of the demographic factors in knowing the reactions of audiences towards the advertisements on YouTube
2) To examine the attitude of the users towards these advertisements on the basis of the following parameters: Credibility, Entertainment and Disturbance.
Methodology and Method:
The methodology is Quantitative as the research is conducted on large samples. The method used for the research is administered Questionnaire method. A semi-structured questionnaire consisting of both open ended and close ended questions was used for collecting the data for the research.
Questionnaire helped the researcher in studying the attitudes on audiences of different age groups on the basis of Credibility, Entertainment and Disturbance.
Sampling Design:
Non Probability Sampling technique is used as there are no mathematical guidelines followed to select each individual. Samples are collected using the Purposive Technique as the researcher has specifically selected 3 different age groups (16-25, 26-40 & 41-60). Further these age groups divided into 15 males and 15 females respectively as it is a minimal statistical requirement.
Introduction
Advertising is the greatest need of the hour and anything in this world can be advertised; be it a product, a personality or a social cause. Technologically the world has progressed a lot and with the help of internet advertising industry has managed to reach the masses all over the world. With help of internet the advertisers can reach its
audiences demands and customize the products according to their expectations. Digital agencies promote their clients in every possible way on social networking sites by asking people to like the pages and coming up with some activities and offers to involve their members.
Social media is used in every marketing technique as it reaches a larger number of audiences and that too with lower budgets. There are various kinds of applications like Facebook, Twitter, You-Tube, Orkut and many more to promote their clients and products. There are number of Social Media tools such as Social networking sites, Blogs or video distribution channels.
Attitude of audiences is an important factor to understand the effectiveness of an advertisement. Audiences do watch advertisements to know a new product launched in the market but constant hammering of advertisements makes the audiences switch the channel that they are watching. Also advertisements that keep interrupting their view are found to be the most irritating ones for the audiences.
People visit networking sites to connect with people and to get entertained. It is a mode of relaxation and so they do not like too much of interference. YouTube is a social media website where people watch interesting videos of their choice. It is a channel of entertainment. When too many advertisements pop up and block the audiences view they either close them or start another video and they find the advertisements to be disturbing. With the newly launched video advertisements audiences now need to wait for few seconds or minutes for their actually video to start. The researcher observes this problem and thus tries to conduct a study on the said topic.
The researcher tries to find out the audiences attitude towards the various advertisements like, Pop Ups, Banner ads and the newly launched Video advertisements that cannot be skipped. She tries to find out whether the audiences watching a video on YouTube notice the advertisements and read more about it or they just find them to be disturbing and simply ignore it. She also tries to find out what kind of advertisements the audiences find interesting and also studies the expectations of the audiences regarding the advertisements and their positions on the website.
The research also shows how the different demographics of age, gender and factors like Credibility, Entertainment, Informative-
ness and Disturbance affects in forming the attitude of the audiences towards such advertisements.
Currently the audiences are exposed to so many commercials that at times they are not even aware about it (Kirchoff, 2009).
According to Fernandez and Rosen, 2000; Lohse and Rosen, 2001, advertising can be divided in to two classes; brand building and directional. Brand building generally exists in old media like television, radio newspapers and magazines; it is identical to product advertising. Brand building advertisements tend to be product/service- (or retailer-) oriented with the purpose to establish a positive image and creating demand for a product or service that leads to eventual purchase (Barrow, 1990; Rosenberg, 1995). Advertisers use a particular method in their communication in order to divert the mind of the audiences towards an advertisement. The way of messaging is normally from a single source to the masses. Directional advertising is designed to help potential buyers locate interesting information (Fernandez, 1995). In this particular type it is understood that the customer tries to bring his attention towards the ads as it is a direct communication with the potential buyer. Directional advertising helps in supplying the customer's wants. (Chinging Wang, Pingzhang, Risook Choi and Michael D'Eredita, 2002)
Internet Advertising:
Internet is a global network which makes the World Wide Web (www). WWW is a unique function of the internet which with the help of technology has transformed the internet into a rich and dynamic site. World Wide Web has formed an exceptional channel for communication. People and industries are easily drawn towards money. Internet considered to be the future marketing plan of a business and hence cannot be ignored anymore. The general idea of the internet is to conveniently reach its target audiences. Internet permits the industry to follow its audience's reactions and accordingly customize the advertisement. It is a network where everything is possible and advertisers compete with each other to grab consumer's attention and interest. (sirpal)
The Internet and the WWW has created a fast moving industry. Within this industry, the world of online advertising has grown
rapidly in just three short years (Zeff and Aronson, 1997). It is assumed that in the next coming ten year the advertisers will spend more and more money on internet advertising. Web advertising enables direct interaction with the advertisement (Zeff and Aronson, 1997). The objective would be to involve the consumer in the product or the brand. In internet advertising advertisers can customize the advertisement according to target audiences and deliver to their consumers as well. They can focus on specific geographical regions, computer platform, and time of day, nation, or even the type of browser (Zeff and Aronson, 1997). But advertisers cannot precisely target gender or other demographic factors. The traditional media cannot change the advertisement according to audience preferences, where as internet can. Advertisements can begin; can be tailored or withdrawn whenever needed. It is true neither the Internet nor the WWW has changed the basic concept of advertising. However, it has put a whole new spin on it (Everett-Thorp, 1997). With the help of cookies internet advertising can directly communicate with its customers. The most important advantage with internet advertising is that it can easily merge with the traditional media along with its own interactive factor. The drawback of internet advertising is that it needs to constantly keep the customers involved and therefore it has to keep getting innovative ideas in its advertisements. (Wolak, 1999)
Internet can function way beyond the traditional models, for instance consumers can download e-books, can place an order through internet and go through the comments of other consumers regarding a particular product or service. The expanded function of internet advertising comes from its horizontal integration of three key marketing channel capacities (communication, transaction and distribution) and vertical integration of marketing communications, including advertising, public relations , sales promotion and direct marketing.
Consumer Attitude:
People have their own likes and dislikes. When a group of individuals feel something about a person, product or a service in a particular way it is called consumer attitude. This attitude can have a negative or a positive influence on the promotion of a product or a
service. Marketers try to understand the existing attitude towards their product and accordingly try to manipulate consumer's attitude if required. (Currie)
Loudon and Della Bitta (1993) note that attitude is how for or against, positively or negatively, favourably or unfavourably a person regards a particular object. This explains that attitude refers to the emotions and values attached to the particular product. Schiff man and Kanuk (2004) define attitude within the context of consumer behaviour as a constant tendency to behave accordingly in a concrete situation, regarding a certain object or a group of objects. Social psychologists Secord and Backman (Peter, 1994) popularized a detailed version of attitude interpretation, claiming that attitude is a particular system of motivation, emotions, perception and cognition-al processes, responding to certain environmental aspects, surrounding an individual.
Consumer attitude towards advertising:
Generally advertising is often seen to be in a negative attitude by the consumers. Zanot, for instance, found that attitudes toward advertising became increasingly negative after the 1970s. Gallup found that a majority of respondents liked advertising and found it to be informative. Bauer and Greyser reported that more people held favourable attitudes toward advertising than unfavourable attitudes. Harris and Associates, for example, found that a majority of respondent considered TV advertising to be seriously misleading. Later studies have provided more evidence of the unfavourable public attitude toward advertising. More recent studies have focused on attitude structures. Elliot and Speck investigated six major media (TV, broadcasting, magazines, newspapers, Yellow Pages, and direct mail) and found that television and magazines exhibited the highest level of ad-related communication problems (hindered search and disruption). Perceived clutter, hindered search, and disruption were related to less favourable attitudes and greater ad avoidance. These effects varied in different media. The differences in the way different media affects consumer attitudes were also reported by Bogart. Television ads often have a higher degree of irritation than radio ads, which are less irritating because radio programs usually serve as
background music. (Melody M.Tsang, Shu-Chun Ho, Ting-Peng Liang, 2004)
Forming consumer attitude:
Attitude toward an ad is defined as "a learned predisposition to respond in a consistently favourable or unfavourable manner toward advertising in general" (MacKenzie and Lutz). Attitudes are "mental states used by individuals to structure the way they perceive their environment and guide the way they respond to it" states, Aaker, Kumar and Day. Bauer and Greyser notes a significant correlation between favourable attitudes toward advertising and respondents' rating of specific advertisements as being annoying, likeable, enjoyable etc. has been observed. (Haghuian, Parissa, Madlberger, Maria)
According to Petty and Caciopp the objective of advertising is to manipulate consumer's attitude. Percy and Woodside observed that consumer psychology, advertising and social psychology are correlated. An advertiser must understand the psychology connected to the product in order to make the advertisement successful. Consumer behaviour and reactions could be easily solved by studying the attitude towards the advertisement. In their study concerning overall attitudes toward advertising, James and Kover found that attitude toward advertising directly affects the degree of involvement in specific advertisements. According to Greenwald & Leavitt, Involvement refers to the amount of attention an individual pays to a certain advertising message and the level of energy devoted to comprehending the content of that message. James and Kover suggest that instead consumers should be segmented based on their degree of involvement in advertising. It explains that the degree of involvement in a particular advertisement depends upon the attitude towards it. For this advertisers should try to get their ads in a positive light and assist the consumers to like them. Mehta studied how consumer attitudes towards advertising in general influence advertising success. By measuring the fluency as well as the intrusiveness of the advertisement one can know the success of the advertisement. In Mehta's research it was expected that when attitude towards advertising was favourable, consumers would recall more advertisements and be more persuaded by the advertisements. The results of the study con-
firm these expectations. It was found that the extent to which an individual likes to look at advertising influences how much attention they pay to advertising. (Firman, 2010)
There can be an important implication by the results of personality traits. Personal advertising has a great scope. If the message in the advertisement is formed according to the individuals preferences by the advertisers personal approaches can be enhanced. Accurate customer segmentation is possible if the personal traits are predicted in a better way than the demographic factors. The matter and the product is managed in order to adjust the advertising message. It is believed that different types of product categories are liked by the different types of consumers. According to Aker it has been assumed that brand personality attracts similar customers, because of the need for self-identification with the brand. There is no proper research conducted to know how the advertising affects the customer's personality despite of having the evidence of the importance of personal traits. For instance an extrovert might prefer a transformational ad over informational advertisement. Marketing actions provoke customer reactions states Lehmann. There is a possibility of assuming what kind of future behavior customer will have if personal traits can be suggested.
Shimp and Mitchell and Olson initiated into the literature the idea that consumers' actions are likely to be influenced by attitudes toward the advertising motivation. Many aspects of the ad content have demonstrated a relationship with respondent reported attitudes toward ads states Muehling & McCann. In addition, many variables have been shown to moderate attitude toward the ad, including involvement, relevance, familiarity, and prior attitudes. It is important to understand the relationships of antecedents and moderators of attitude toward the ad, partly because they identify the customer's perceptions of a specific advertisement, but more importantly because of the relationship between attitude toward the ad and its consequences. These include cognitive consequences like brand attribute beliefs according to Hastak, Olson, brand cognitions, brand recall, and brand recognition. In addition, there are affective consequences of attitude toward the ad, most notably brand attitude. (Susan D. Myers, Sandipan Sen, Aliosha Alexandrov, 2010)
At least 37 studies have supported the link between attitude toward the ad and brand attitudes according to Muehling, McCann. Finally, the behaviour consequences of attitude toward the ad include behaviour/purchase intentions, as demonstrated by several studies.
Factors responsible for forming consumer attitude:
Entertainment:
Entertainment of advertising information is significantly related to advertising value of traditional advertising states Ducoffe. According to Hoffman and Novak a high degree of pleasure and involvement during interaction with computer-based media leads to concurrent subjective perceptions of positive affect and mood of the consume. People's feeling of enjoyment associated with advertisements play the greatest role in accounting for their overall attitudes toward them states Shavitt, Lowrey and Haefner. Entertainment, according to McQuail, denotes its full ability to fulfill consumers' needs for "escapism, diversion, aesthetic enjoyment or emotional release". (Haghirian, Parissa,Madlgerger, Maria)
Höflich and Rössle propose that the sources of satisfaction are reassurance, sociability, immediate access, instrumentality, and entertainment. The ability to escape from reality and obtain fun to satisfy consumer shows the value of the entertainment according to McQuail. A positive result in the behaviour is shown when there is high degree of interactivity between the customer and the media. (Ching-Chang Lee, Ming-Chia Hsieh, Hung-Chun Huang, 2010)
Informativeness:
An individual's opinion about the company or the product depends upon the quality of information present on the website. The informativeness of a business can be proved as a second prominent factor in changing consumer's attitude. If the information provided is of any use to the consumer then that advertisement had a greater value. If the objectives of the users are satisfied by the advertising message then the customer's attitude towards the ad will be positive. (M.Keshtgary, S.Khajehpour, 2010)
Irritation:
If the advertisement is annoying or offensive then it is assumed that the techniques used in the advertisement are found to be irritating the consumer. Spam is another technique which the consumers find irritating. When unwanted messages are passed to the consumers there is a feeling of hatred which is created in the mind of the consumers. If the technology is too difficult in order to understand then the consumers might find the ad to be irritating to look for the information. The possibility of the advertisements turning out to be negative will be more if the consumers find the advertisement to be irritating or annoying. (Haghirian, Parissa,Madlberger, Maria, 2010)
When certain ideas go against the perception of the consumers it turns out to be irritating. Consumers often avoid advertisements which they find to be annoying. This attitude is similar to reactance. If the advertising message is constructed on the basis of the consumer's perception and if it goes well with the time and the event then the level of irritation can be reduced thus having a positive influence on the consumers. (M. Keshtgary, S. Khajehpour, 2010)
Credibility:
MacKenzie and Lutz define advertising credibility as "consumers' perception of the truthfulness and believability of advertising in general", whereas Pavlou and Stewart refer to it as "predictability and fulfilment of implicit and explicit requirements of an agreement" (online document). Credibility of an advertisement is influenced by different factors, especially by the company's credibility and the bearer of the message (Goldsmith, Lafferty and Newell, 2000, Lafferty, Goldsmith and Newell, 2002). However the credibility is also manipulated by the channel of advertising. According to Marshall and WoonBong the credibility of a printed message is more than that of an electronic unless it is endorsed by a powerful source. People's attitude towards the advertisement shows the credibility of the information provided. The reaction is created in the mental psychology of the person which turns into trust and distrust in the information. (Haghirian, Parissa, Madlberger, Maria,, 2010)
The research of Brackett and Carr suggests that consumers' perception of the credibility of advertising will influence their as-
sessment of the value of that advertising. The credibility of the advertisement depends upon how reliable the message is. Information is found to be credible if the individual feels that the company has the skill and honesty to do the work efficiently. (Ching-Chang Lee, Ming Chia Hsiedh, Hung-Chun Huang, 2010)
Role of internet in changing consumer attitude:
Internet is present in the market since last 10 years and has become user friendly to many. Users hope for a better change in technology when they become expert in the already existing one, this is more relevant when it comes to internet. Internet becomes the major channel for marketing as the industry starts dealing more with internet day by day. When the internet users become more efficient with the technology, the marketers need to design their plan more effectively. The acceptance of the technology bye the users can be measured by looking at the types of activities conducted on internet. People who can deal with hazard better buy products online while others just seek information. The extent to which the consumers are ready to take the risk shows their eagerness to buy things and this proves how efficient internet is in changing people's attitude. According to Salisbury et al. consumers' associated with the interaction with an innovation, such as the Internet where the outcome is not known, perceived risks far outweighs the value of interaction in determining adoption behaviours. Thus once the promoters understand their consumers attitude they can design their service accordingly, whether to only provide information or to sell the product online. (Hamid, 2008)
Attitude towards an ad is defined as 'a learned predisposition to respond in a consistently favourable or unfavourable manner toward advertising in general' states Mackenzie and Lutz. According to Aaker Kumar and Day, attitudes are 'mental states used by individuals to structure the way they perceive their environment and guide the way they respond to it'. Bauer and Greyser observed an important relation between the positive attitudes towards the advertising and the observers' perception about finding the ad interesting, annoying or informative. The researches have proved that consumers have quite a positive attitude when it comes to emailing. (Haq, 2009)
Mehta and Sivadas observed something that was distinct with the above statement, their investigations showed that executives found the websites vital and had a good scope. Ducoffe proved that people's attitude was manipulated by the informativeness, entertainment and irritation towards the advertisement. A significant change can be seen in people's attitude if the usefulness of the internet is proved to them. Ducoffe and Eighmey believe that people's attitude towards advertising in general is influenced because of the basic structure of internet advertising. Still there is a possibility for the attributes of internet advertising and general advertising to differ because of its exclusive distinctiveness. For instance, it is used primarily as an information-providing medium. Internet advertising might elicit attitudes that are mostly comprised of cognitive factors - especially in comparison with attitudes toward advertising in general. Such variance has implications for how practitioners alter Internet ads (as opposed to traditional advertising) in order to improve Internet advertising attitudes. (Haq, 2009)
With the evolution of internet, the economy in the digital trading is increasing day by day. The study published in a book named The Emerging Digital Economy II, by the US department of commerce says that the percentage of the growth in economy through internet trading is more compared to the regular business, although the percentage of users is less. The main reason behind the success of internet advertising is because it provides people with interactive details, estimates, purchase and the utility of the product which the consumers do not get in traditional advertising. Also internet provides the details of using a particular product bought by the customer in lesser times and with lower costs. Internet also helps the customers to use to use the products by giving a practical demonstration by using visuals and sounds along with the text. Eventually internet will be capable of capturing the traditional advertising market by using better techniques day by day. (Moon, 2004)
With the use of technology the world is becoming smaller. It has the capacity to help the economy earn good profits. It helps in lowering the costs of advertising and helps sustain the customers' interest. It provides the consumers good value for their money and
satisfies the wants and never ending needs of the customers. (DR. M. SURESH BABU, S.G. BALAJI, G.PURUSHOTHAMACHARI)
Social Media:
Social media presently is used in every marketing technique and the companies try to find various ways to use social media in promoting their product and lowering their outgoing costs. There use all kind of useful applications like Wikipedia, YouTube, Twitter and Facebook to promote their products and services. Inspite of using these applications people are still not well equipped with the idea of what social media exactly is. Social media was discovered long time ago with the concept of "Open Diary" founded by Bruce and Susan Abelson. This way blogging started and was then termed as "web blog" by one of the blogger. With the growing interest in networking lead the formation of Facebook and My Space. Thus the term "social media" was formed which is very vital in today's market. (Andreas M. Kaplan , Michael Haenlein, 2010)
Social media is growing faster globally and this has given the marketers to communicate with their customers, which is a challenge to the marketers as well as an opportunity to engage their consumers with their product.
Initially Facebook was not considered as channel for communication, but with the growing use of social media advertisers took the opportunity to have a dialogue with their consumers and promote their products. There were pages created for the fans and people started participating actively. This was a benefit for the consumers as they were able to know their brands better and were also able to follow the latest changes in their brands. Studies also showed that the Facebook and banner ads were overlooked by the people if they felt the ads to be irrelevant to their interests. Also people were showing more interest in the advertisement sent on their personal mails compared to the ads on social media. In order to build brands and promote them social media was considered as a good stage to do business by the marketers, "All you have to do is be updated". (Sitaram Asur, Bernardo A. Huberman, 2010)
Social media provides many ways to connect with and retain this new audience such as (Corn bin Ball, CSP, CMP, 2009)
> Various advertising opportunities.
> Discussion boards allowing open/moderated conversations.
> Introductions/common interest engines that allow participants to share contact information prior to or throughout the show.
> Interactive session track pickers that allow attendees to choose the speaker, topic and schedules.
> Attendee meet-ups or "tweetups" that can foster professional networking.
> Real time messaging and audience response during the event via mobile, twitter walls, streaming videos or blogs.
> Post follow show ups.
Advertising on social networks had become a top priority for online marketers (Carlson). Internet is used as a vehicle by social media. Users and organizations have started sharing YouTube Videos on social websites. Companies discovered social media as an inbuilt form of communication after realizing the benefits of these networking sites. There is no difference between a brand page and an individual page on social media. Individuals have started promoting the brands. Advertising is no longer in the hands of agencies; individuals are now branding themselves states Grossman.
Social Media and Advertising:
The writers of the corporate executive board analysed in this brief that with the revenue of popular websites such as facebook and some niche social networks marketers can pitch for the middle class people as well as the rich people of the developing countries who visit these websites on daily basis. The issue further talks about the 2006 survey that gave out a result which exposed that almost more than one-fifth of the adults around the world visited the popular social websites. The issue also mentioned the predictions of the website experts saying that expenditure of the US advertising would shoot up to 180% from $900 million to $2.5 billion from the period 2007 to 2011. The writers added that presently advertising on social networks embody a small part of the general advertising but it is expected to grow by around 8% by 2011. (Tucker, 2010)
The brief concentrates on the demographics of the social networking sites users. The writers of the brief studied that in US people visit the social networking site at least once a day. They said that although the large part of the visitors on these sites is covered by the young and the teenagers, women and older users are also becoming the daily visitors on the social sites. According to the writers marketers get a better chance to target the rich customers through the social networking sites. This brief studies the demographics of these sites taking into consideration the four demographic consumer segments.
The brief explains that as more and more consumers exploit networking sites, advertisers need to evaluate their plans. By placing advertisements, posting comments, asking for feedback and by posting links on their websites marketers can positively engage their consumers in some or the other activities.
Marketers can successfully use the social networking sites in their promotional actions. They can improve customer understanding by having a conversation with their customers through these websites and get to know their customers better with regards to what they expect from their product. They can also understand their potential customers. Markets can also promote social issues through social networking sites. The issue mentions that the marketers can promote their brands and increase loyalty. The writers also put forth a point which says that with the help of such websites the company can also bring out a better communication program within the company and thus help in knowledge sharing among the employees. Companies can also offer some exciting activities on these social websites in order to bring brand awareness and improve the customers' opinion. Also by marketing on these social networking sites the marketers can reach a greater number of audiences which in turn will improve their promotional activity and the quality of their product.
Social networking sites have captured almost 23% of the online display advertising. There is a good competition between Face-book and My Space. These websites have gathered good amount of personal information of their customers and have started offering tailored advertisements. Interestingly consumers are showing great interests to these tailored advertisements. At the same time Stone
observers that, "Consumers might see personalized ad content on such sites as more appealing and tied to their interests, but they might conversely see it as 'not only creepy, but o-putting' if they felt that the firm had violated their privacy."
The researcher also points out that because the consumers get a feeling of invading their privacy the social networking sites have come up with facilities that can help them control their personal information. Taylor mentioned in his study that," Theoretically, this could minimize the potential for reactance and improve the performance of online advertising, because behavioural research has emphasized the importance of consumer perceptions of control in mediating reactance."
Cormier found that, Facebook became the top display advertising venue on the internet, accounting for 23 percent of all display advertising impressions within the US, totalling over a billion impressions each year. In 2011, it is projected to receive $4 billion in advertising revenues (Kerr). Holhan found that, social networking websites have previously been perceived as being problematic venues for advertising because of extremely low click-through rates
Social media covers an intrinsic move of knowledge from advertisers to the consumers, where consumers decide what is important from their point of view and ignore the rest. Later they share the important information with others with the help of social networking. According to the researcher many believe that this form of online sharing is strong strategy of word of mouth marketing. Kuhn & Burns; Verna, believe that although the business buy online advertising and create their personal profiles many do not know how to exactly incorporate social media advertising with the general advertising strategy. According to an article published by eMarketer on social networking activities of US companies (n = 500), 31% of company CEOs were on Facebook, 29% used social networking tools to manage or build their brand, 14% of company CEOs were on Twitter, and 13% posted corporate videos on YouTube (Delloite, 2009). The researcher says that the above mentioned survey exhibit new ideas through which companies can make use of social platforms for promoting their products and organization. The efforts of promoting their products on social media not only help the compa-
nies to build awareness but also to build personal relationship with their customers.
Kim quotes, "The evolution of social networks allows for personalized interactions between advertisers and consumers. Although social networks were first adopted by teenagers, a growing population of 25- to 34-year-olds and white-collar professionals uses them, which demonstrates the applicability of social networks to everyday life."
Social media tools:
a) Online Communities: Users create groups, share ideas and connect with each other on social sites such as Facebook and Twitter. Users invite friends, colleagues to visit their profiles, comment on their writings and share photos and videos as well as chat with each other with the help of the features available on social sites. (Andreas M. Kaplan , Michael Haenlein)
b) Blogs: People write journals on websites which are called blogs. The entries are made in a descending order. People can write whatever they like to write, maybe personal diaries or about some issue or anything that interests them. Although blogs a written by a single individual, people cab have a dialogue through comments. Blogs have also started including different media forms in their content. Many organizations have started using blogs to keep their employees and clients aware of the future development.
c) Video distribution Channels/ Content Communities: People can upload their videos free of cost on such communities or video channels. YouTube is one of the best examples for such channels. People also share their photos on communities like Flickr. Sharing media content is the chief goal of such channels. Content communities exist for a wide range of different media types, including text (e.g., BookCrossing, via which 750,000+ people from over 130 countries share books), photos (e.g., Flickr), videos (e.g., YouTube), and PowerPoint presentations (e.g., Slideshare). There is no need for the users to create their personal profile on such sites. The risk of such communities is that content which is a copyright can also be uploaded by some other individual. Majority of these sites have made policies to avoid such unethical doings but it is not always
possible to stop all the popular videos getting uploaded on such channels. This is easy to believe when one considers that YouTube serves over 100 million videos per day.
YouTube:
YouTube was founded in February 2005 as a Web site that enables users to easily share video content. As YouTube expanded, features were added to facilitate social network-ing among its users. Users can \tag" their uploaded videos with keywords or phrases that best describe their content, and these tags are used by YouTube to provide users with a list of related videos. Tagging, social networking, and the abundance of user generated content make YouTube the quintessential Web 2.0 site. According to recent media re-ports, YouTube is the largest video sharing Web site on the Internet with over 100 million video accesses per day and 65,000 video uploads per day [40]. Time magazine's 2006 year end issue named You" as the person of the year, as homage to YouTube and other Web 2.0 users. Due to the incredible popularity of YouTube, it attracted the attention of numerous investors. In November 2006, YouTube was acquired by Google for $1.65 billion US. (Phillipa Gill, Martin Arlitt, Zongpeng Li, Anirban Mahanti, 2007)
One of the keys to YouTube's success is its use of Adobe's Flash Video (FLV) format for video delivery. While users may upload content in a variety of media formats (e.g., WMV, MPEG and AVI), YouTube converts them to FlashVideo before posting them. This enables users to watch the videos without downloading any additional browser plug-ins provided they have the Flash Player 7 installed. It is estimated that over 90% of clients have Flash Player 7 installed. To enable playback of the °ash video before the content is completely downloaded, YouTube relies on Adobe's progressive download technology. Traditional download-and-play requires the full FLV file to be downloaded before playback can begin. Adobe's progressive download feature allows the playback to begin with-out downloading the entire file. This is accomplished using Action Script commands that supply the FLV file to the player as it is being downloaded, enabling playback of the partially downloaded file. Progressive download works with Web servers and video content is deli-
vered using HTTP/TCP. This delivery technique is sometimes referred to as pseudo streaming to distinguish it from traditional media streaming. Traditional on-demand streaming of stored media files typically requires the use of dedicated streaming servers that facilitate client-server interaction during the course of the video playback. This interaction may be used for adaptation of video quality or user interactions such as fast forward or rewind operations. (Phillipa Gill, Martin Arlitt, Zongpeng Li, Anirban Mahanti, 2007)
YouTube is a site where users can upload, share and watch videos, and is the global leader in the video streaming market, with over a billion videos viewed every day. YouTube went public in December 2005 (YouTube, 2009) and in this short time, has experienced an astounding level of growth. Given the large audiences that they attract (98.1 million users in July 2009, YouTube, 2009), it is no surprise that marketers are now investigating the use of YouTube as a tourism-marketing tool. However, as Reinhard (2009) argues, their success has been limited, and that, "while individuals have used YouTube as a platform to step into the spotlight, most brands have been left behind or in the shadows", that is, the potential of YouTube has not been fully realized. Reinhard (2009) also observes that to achieve long-term success on YouTube, marketers have to "consistently and frequently publish refreshing content that has intrinsic value for audiences online". (Dr. Sofia Reino, Professor Brian Hay)
You Tube is a video sharing service that lets users upload files to YouTube servers, where they are available online. With the exception of content that is offensive or illegal, videos can be animations, footage of public events, personal recordings of friends— virtually anything a user wants to post. Videos can be informational, entertaining, persuasive, or purely personal. One of an emerging class of social applications, YouTube allows users to post and tag videos, watch those posted by others, post comments in a threaded discussion format, search for content by keyword or category, and create and participate in topical groups. YouTube ties into several blogging applications, giving users a quick way to blog about a particular video and include a link to it. Users can view profiles of individuals who have posted or commented on videos, see their favourite videos, and contact them.
The ease of watching and sharing videos, combined with the fact that the site is free, opens the experience of online video to a wide range of users. YouTube offers opportunities for expression through video—a new spin on the notion self-publishing, making content available for anyone interested in consuming it. The social networking tools further engage users, drawing them in to an environment that encourages them to meet new people, read and share opinions, and become a part of a community. The interactive features allow members of communities to earn the respect of peers and increase their stature in the group.
Pop Up Advertisements:
As advertisers began counting users and tracking where people went online a new style of advertising was beginning to emerge. In 1998, the Interstitial or pop-up ad appeared on the desktop. These ads that appeared in a separate browser window were not embedded in another website (Kay & Medoff, 2001). Whilst banners are like real estate on a website, pop-ups are independent of the site and appearing separately on a users screen. Pop-up ads and push technologies were thinking backwards to traditional broadcast media. A popup was like a commercial interruption. It forces the user to close the window before it would disappear on the screen. (Susan B. Barnes, Neil F. Hair)
Theoretical and Conceptual Framework:
Theory of reasoned action and planned behaviour (TRA):
Founded in 1980 by Ajzen and Fishbein, TRA has its roots from the Expectancy Value Models. TRA states to assess the difference between attitude and behaviour. Behaviour here basically means voluntary behaviour. Researches that were conducted later found that behaviour is not in control and 100% voluntary. "This resulted in the addition of perceived behavioural control. With this addition the theory was called the theory of planned behaviour (TPB) which predicts deliberate behaviour, because behaviour can be deliberative and planned."
TRA also states that anybody who behaves is always a result of his/her intention to behave in a particular manner. Three factors
determine intention namely: "a person's attitude toward the specific behaviour, their subjective norms and their perceived behavioural control."
TPB adds that "only specific attitudes toward the behaviour in question can be expected to predict that behaviour by understanding their subjective norms, their beliefs about other people." To influence intention perception of control of behaviour is also important. "The more favourable the attitude and the subjective norm, and the greater the perceived control the stronger should the person's intention to perform the behaviour in question."
Conceptual Model:
Source:
http://www.utwente.nl/cw/theorieenoverzicht/theory%20clusters/health%20commun ication/theory_planned_behavior/
The aim of the paper is to develop an outline to understand the attitude of audiences towards the advertisements on YouTube. Thus the researcher intends to study the attitudes of audience towards the advertisements such as Popup ads, Banner ads and video ads. The researcher further studies the factors that help the audiences to develop an attitude towards these advertisements.
Findings and Observations
Since 2005 YouTube is growing rapidly and also the number of advertisements. Three major types of advertisements are played on YouTube video; they were the Banner advertisements, The Pop Ups
and the recently launched Video advertisements. The researchers considered all these ads in the analysis.
Age representation of YouTube Usage:
People from all age groups visit YouTube less than five hours a week on an average. Internet usage is high among the people from all the age group. People join various networking sites. Earlier it was seen among the younger population but now people from all age group join different networking sites, visit different pages and communities and try connecting with old friends. Comparatively people from all age groups visit YouTube for a much lesser time and also they do not visit YouTube as frequently as they visit other networking sites. One can understand this from the percentages shown in the above table. This indicates that people do not see YouTube as a networking site where they can connect to new and old friends. They see it more as a medium of entertainment and infotainment. You-Tube's objective is to entertain people, but they can increase the interests of the audiences by reducing the advertisements and making it more social. The site should also come up with more interesting activities so that people would visit more often.
Disturbance and Age factor:
The researcher observed that people from all ages visiting YouTube found the advertisements disturbing. As mentioned earlier people come with an intention to watch a video on YouTube and save time by avoiding ads which they cannot do on television. If people from a younger generation come to watch movies people from older generation come to watch songs. In all their intention is to just watch the video and not the advertisements that keep interrupting their view. The intention of all age groups is same and thus any kind of advertisements disturbs them. Here the theory of Planned Action and Reasoned Behaviour contradicts these findings, because their intention is watching a particular video and their attitude is not favourable towards the advertisements that keep interrupting their view while watching a programme. This indicates that people do not like advertisements on social media and if the advertisers want to pro-
mote then they should place the advertisements in such a way that they it will not block the view.
Disturbance with the Types of ads
The graph above shows that people from all age group find all kinds of advertisements disturbing. The researcher observes that people have created a mind set about advertisements from a long time. Audiences from the age group 16-25 are in a stage where they are very strong headed and always ready to try new things at the same time they are easily influenced by their parents and so they act the way their parents behave. In the second age group people broaden their thinking and welcome new things coming their way as they are independent to take their decision that is why one can see a slightly lower percentage compared to the other age groups who find all the ads disturbing. The older generation does not accept to new things that easily. People have accepted new things like YouTube but stick to it only for the real purpose and do not like advertisements disturbing their purpose. Similarly the researcher observes the same in pop up advertisements and in video advertisements. This indicates that people from all age groups do not like any kinds of advertisements that disturb their intention of watching a video. The researcher suggests that advertisements should be reduced. The advertisers should place only relevant advertisements and should avoid blocking or interrupting audiences view. For the video advertisements You-Tube should come up with a skip option so that people who are not interested in the advertisements can move directly to their intended video.
Factors in forming the attitudes:
When the researcher studied the attitudes towards different types of advertisements on YouTube of different age groups, the data revealed, 90.0% audiences from 16-25 yrs of age, 96.7% audiences from 26-40 yrs of age group and 100% from 41-60 yrs of age group found the Pop Up ads to be disturbing. Whereas 40.0% audiences from 16-25 and 26-40 yrs of age group and 26.7% audiences from 41-60 yrs of age group found the video ads to be entertaining. While 56.7% audiences from age group 16-25, 76.7% audiences from age
group 26-40 and 80.0% from the age group of 41-60 found the banner ads to be disturbing. Here the researcher observed that people from all the age groups using YouTube found the Pop Up ads and banner Ads to be disturbing compared to the Video ads which they found to be a little more interesting. This shows that people do not mind watching advertisements sometimes, may be at the start of the video for a few seconds. It also indicates that audiences find the banner advertisements and pop up advertisements irrelevant and so they find the advertisements disturbing. The researcher observes that because the advertisements do not interest the audiences they find them to be disturbing and move on to the next video.
Age and opinions towards the advertisements.
People from all the three age groups find the advertisements very disturbing and do not like watching them. The audiences visiting this site come there with an intention to watch the videos and so they do not like getting interrupted. Advertisements most of the time are irrelevant and that is one reason they do not get attracted towards such advertisements. People visiting YouTube are from various age groups and their interests differ and YouTube advertises for all and not a particular group so people who do not find the advertisements interesting find them to be disturbing. The two age groups one which is very young and aggressive and the other which is relatively old and settled find the advertisements most disturbing. The age group from 26-40 are mellowed down and so they are open to the exposure but still the percentage is high the rest don't mind watching sometimes while few find it totally irrelevant and uninteresting. Here again the theory of Ajzen and Fishbein contradicts the findings (theory of planned action and reasoned behaviour). The researcher suggests that YouTube should try and place their advertisements in a better way. They should work towards the effectiveness of their advertisements and also try to come up with some interesting advertisements be it in pop ups or the banner advertisements. Also they should place relevant advertisements which link to the video they are watching and not something which is totally irrelevant. Also as mentioned above their intention is to just watch the video and such adver-
tisements disturb their intention and an unfavourable attitude is formed.
No. of visits and gender representation
The researcher observed that more percentage of males visited YouTube 2to 3 times a day while more percentage of females visited the site once a week. It is observed that women like to connect with different communities and their friends and so they visit social media more than men. Males are more interested in learning new things and grow professionally, also they are more interested in getting entertained than talking to people online. Thus men visit sites such as YouTube more than women. Women do watch videos on YouTube but comparatively at a lower percentage than men. Females usually watch songs or learn some recipe but men watch more of documentaries, movies or something related to technology. It shows that men are interested in watching videos on YouTube than Women, as mentioned above, the researcher is studying the attitudes of audiences based on the demographic factors also and thus the findings suggest that Males visit YouTube more than Females.
Gender and their Reactions to Advertisements:
In the findings mentioned above both men and women have said that they do not enjoy advertisements on YouTube. The researcher observes that advertising is present since ages and people are quite used to promotion techniques. They have made a mindset that advertising is a gimmick to involve audiences and make business. With this mindset people usually tend to avoid advertisements on all the media channels. For them YouTube is nothing different and so they easily get annoyed by the advertisements shown on YouTube. For this the site needs to come up with different techniques to engage the audiences.
Gender and the occasion of disturbance:
The findings show that both men and women mostly get disturbed when the advertisement played interrupts their viewing. The researcher observes here that people visit YouTube to watch selective program unlike television. Most of the time people visit this site with a motive to learn or watch something that they have missed.
They have a limited time and so their only intention is to watch the particular video and get back to work. It is also observed that people open many sites at the same time and try switching between two or three sites, at the time and so they do not like waiting. Also many find the buffering time irritating so in all this if an advertisement interrupts it is quite natural for the audiences to react in a negative way and not like the advertisement. The researcher suggests that the positions of the ads should be taken care of by the website.
Gender and Reasons to skip the ads:
People watching YouTube videos find the advertisements on the irrelevant most of the time. In the above graph the percentage of both males and females finding advertisements irrelevant is high. Others do not understand the message while few men and women just do not notice the ads. The researcher observed that both men and women visit YouTube with an intention of watching only their selected Videos. It is further observed that the advertisements that come on YouTube especially the pop up ads and the banner ads are in words and so do not attract the audiences. The advertisements are never relevant to the videos that the audiences are watching at that time. So it becomes a little irritating to read something that they are not interested in. Both men and women find the YouTube advertisements most of the time irrelevant and so they just do not notice it. The researcher feels that only relevant advertisements should be placed and the website try to make the pop up ads and banner ads interesting.
YouTube advertising and Disturbance:
The above data shows that 58.9% of the YouTube users always find the advertisements disturbing while only 2% users never find the ads disturbing. The researcher observes that people have created a certain attitude towards the advertisements in general, be it television, radio or internet. One often changes the channel when there is a commercial break because people do not like watching the advertisements. Similarly the researcher observes that people visit this site with the intention to watch the videos and so they find the advertisements to be disturbing. According to the researcher the
2.2% audiences that always enjoy the advertisements shown on YouTube, should be enjoying the advertisements on all the mediums. These are the people who watch the programs as well as the advertisements. In Psychoanalytic personality theory, Sigmund Freud says that unconscious thoughts control the conscious mind. A person's behaviour changes according to his childhood memories. Thus the researcher observes that it is in the audiences mind that advertisements are boring and so they find all kind of advertisements boring as well as disturbing.
Advertisements found to be disturbing:
The findings in the above mentioned data shows that different audiences find different types of advertisements disturbing. While there are audiences that find only the Popups or the Video ads disturbing (22.2% & 13.3% respectively) there are others who find all kinds of advertisements disturbing (46.7%). The researcher observes that these findings contradict to Ajzen and Fishbein's theory of Planned Action and Reasoned Behaviour, which says that a person's behaviour is determined by his/her intention to perform the behaviour and that this intention is, in turn, a function of his/her attitude toward the behaviour and his/her subjective norm. In this particular finding the intention of the audiences watching the video is strong but not towards the advertisements. The audiences use YouTube to watch their desired videos but dislike the advertisements as they break the flow of the scene or a story, as they have to keep closing the box that pops up. Also in case of video advertisements they do not have the option to skip and so they have to wait for the advertisement to get over and their video to start and this makes them restless.
Credibility as a Factor:
From the findings mentioned above the researcher observes that most of the YouTube users do not find the advertisements credible. Social psychologists Secord and Backman popularized a detailed version of attitude interpretation, claiming that attitude is a particular system of motivation, emotions, perceptional and cognitional processes, responding to certain environmental aspects, surrounding
an individual. The researcher relates this thought with the finding because, the audiences are emotionally attached to the programs played on the screen but are not attached to the advertisements that come during the program, so their attitude towards these advertisements is not positive because they do not connect with the advertisements emotionally and thus they do not find the advertisements shown on YouTube to be Credible. The researcher also observes that people visited YouTube to watch videos either for entertainment or for work purpose or to learn something; they think that YouTube is only for watching videos and is not a reliable source for advertisements. They trust the site in terms of entertainment but they do not find the advertisements credible because according to them there are other websites that are credible and are meant only for advertising.
YouTube as Entertainment:
The above findings show that majority audiences used You-Tube for entertainment. According to researcher people perceive YouTube as a medium of entertainment. YouTube is a social networking site which allows users to comment on friends work, they are able to share their work or to watch something really interesting. The researcher further observes that people come here to relax their mind and to communicate with new people or their old friends. The social networking tools further engage users, drawing them in to an environment that encourages them to meet new people, read and share opinions, and are part of a community. This makes YouTube entertaining and so people visit the site for entertainment.
Discussions and Conclusions:
A major number of audiences used YouTube for entertainment; to watch songs, movies and documentaries, there were few audiences from all the three audiences that visited YouTube to learn some new techniques from various fields and there were audiences from the age group 26-40 and 41-60 who used YouTube for work Purpose. All the audiences visiting the site had a common intention of watching something specific and were interested only to the information related to their selective purpose. Anything extra disturbed the audience's intentions.
Since 2005 YouTube grew rapidly and so did the number of advertisements. The advertisements were effective in increasing the sales but the audiences across all age groups and gender could not connect with the advertisements played on YouTube as they did not find the advertisements credible. The newly launched video ads were able to attract attention as they were quite entertaining but because they could not be skipped audiences found them to be disturbing as well.
Thus, considering all the above factors, it may be said that disturbance as a factor played a major role in forming the attitudes towards the advertisements on YouTube in all the age groups. The intention of watching the video was strong but the attitude towards watching the advertisements was not favorable.
Ajzen and Fishbein formulated in 1980, the theory of reasoned action (TRA) which suggests that a person's behaviour is determined by his/ her intention to perform the behaviour and that this intention is in turn a function of his/her attitude towards the behaviour of his/her subjective norm. The findings reveal that the intention of watching the video is strong, but the behaviour of the audiences watching the video is not favourable towards the advertisements. The theorists believe that, the best predictor of behaviour is intention. Intention is the cognitive representation of a person's readiness to perform a given behaviour, and it is considered to be the immediate antecedent of behaviour. This intention is determined by three things: their attitude toward the specific behaviour, their subjective norms and their perceived behavioural control. On this the researcher concluded from the findings that the audiences both males and females had the intention of watching their selected video, but their intention was not the same towards the advertisements. This was seen through their behaviour towards the advertisements which was unfavourable as they found the advertisements on YouTube to be disturbing. Their intention was to just watch the video and not the advertisements. When the advertisements interrupted their intention of viewing their behaviour towards these advertisements was that of annoyance and irritation.
From the findings the researcher concludes that the audiences had created a certain perception towards the advertisements in gen-
eral and thus unfavourable attitude was already formed towards YouTube advertisements. So when the audiences watching the videos were interrupted by the advertisements they simply skipped or ignored the advertisements as they found them to be disturbing.
The researcher studied the problem with the help of qualitative study where surveys were conducted through questionnaire method. It showed that the respondents from all the three age groups visit YouTube for less than five hours a week on an average and out of the 90 samples majority visit the site for entertainment and to watch movies and songs. The rest visit the site for work well as entertainment. It was also observed that the respondents specifically find the PopUp ads disturbing and then the video ads. The respondents said that the video advertisements were entertaining but it delayed their actual video to start which irritated them. Their intention for visiting YouTube is to watch video and not the advertisements and so they usually ignore the advertisements that pop up because most of the time it is irrelevant to what they are watching.
Thus it proved that people do get disturbed by all kinds of advertisements because they come with an intention to only watch the videos but are compelled to watch the advertisements. The researcher could also conclude that the video ads didn't make any difference and they are equally disturbing for the audiences watching the video because firstly they are forced to wait for their video to start and then they need to wait again for their video to buffer.
From the findings, the researcher could conclude that although the advertisements increased the sales of their products, the audiences found them irrelevant and so the advertisers need to check the effectiveness of the advertisements among the audiences before broadcasting on YouTube. Also the researcher found that the audiences across all the age groups had a similar attitude towards the advertisement. The overall study articulates that unlike other networking sites audiences visit YouTube for entertainment or for some work and so they do not like being disturbed by the advertisements shown on YouTube. They find it irrelevant and so YouTube should work towards getting better and relevant advertisements in order to engage its users more. Audience are still interested in visiting YouTube and enjoy more and better videos but without the advertisements. They
like using YouTube but just for watching their selected videos and not the advertisements. The researcher feels that if the advertisements are placed well and if they do not interrupt the viewing of the audiences then they would be more open to advertisements on YouTube. Also the video advertisements should be made short or provide a skip option for such ads.
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