THE INFLUENCE OF YOUTUBE ADVERTISING VALUE ON BRAND AWARENESS AND PURCHASE INTENTIONS OF VIETNAMESE CUSTOMERS

Abstract

Youtube advertising is gradually becoming a form of advertising that attracts many enterprises and customers. This research is based on a survey of 450 customers in Vietnam in two forms: direct distribution and collection at some colleges, some companies, some supermarkets and online survey via Google Docs tool in November, 2020 about factors that affecting advertising value on Youtube and the relationship between advertising value on Youtube, brand awareness and customer purchase intention. The results show that entertainment, informativeness, irritation and interactivity have a positive effect on advertising value on Youtube, in which entertainment has the most positive and strongest influence on advertising value on Youtube and irritation has a negative effect on advertising value on Youtube. The author also pointed out the relationship between advertising value on Youtube, brand awareness and Vietnamese customer purchase intention.