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Feeling in Responding Advertising Exposure on YouTube: The Moderation Influence of Online Experience

Year 2019, Issue: 33, 24 - 37, 30.06.2019
https://doi.org/10.17829/turcom.581863

Abstract

 The use of YouTube as a medium of social networking to promote the products proved to be quite effective, yet sometimes it can cause disruption to the users. It is due to the advertisement has interrupted the streaming activity, causing annoyance and displeasure followed by avoidance. Regarding with the problem, this study examined the feelings while response to ad impressions on YouTube. The population of the study is including the YouTube users in Indonesia. Questionnaires used for collecting data which is involving 105 samples of 263 samples that had been spread on colleges and government offices in Surabaya. From the results of this study, it can be concluded that: (1) ad intrusiveness significantly affect ad irritation; (2) online experience does not significantly provide impact in weakening the relation among ad intrusiveness and ad irritation; (3) online experience significantly impact on weakening the relation among ad intrusiveness and ad avoidance; (4) ad intrusiveness significantly affect ad avoidance; (5) ad irritation significantly affect ad avoidance; (6) ad avoidance does not significantly affect the attitude toward the brand.

References

  • Aaker, D. S., & Bruzzone, D. E. (1985). Causes of irritation in advertising. Journal of Marketing, 49(2), 47-57. Aaker, D. A & Norris, D. R. (1982) Characteristics of TV commercials perceived as informative. Journal of Advertising Research, 22(2), 61-70. Aaker, D. A., & Stayman, D. M. (1990). Measuring audience perception of commercial and relating them to ad impact. Journal of Advertising Research, 30(4), 7-17. Abernethy, A. M. (1991). Physical and mechanical avoidance of television commercials: An exploratory study of zipping, zapping and leaving. In R. Holman (ed.), Proceedings of the American academy of advertising (pp. 223-231). NY: The American Academy of Advertising. Andre, P., Bernstein, M., & Luther, K. (2012). What makes a great tweet? Harvard Business Review, 90(5), 36-37. Bauer, R. A., & Greyser, S. A. (1968). Advertising in American: The consumer view. Boston, MA: Harvard University. Bolotaeva, V., & Cata, T. (2010). Marketing opportunities with social networks. Journal of Internet Social Networking and Virtual Communities, 2010, 1-8. Boyd, M. D., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230. Chikandiwa, S. T., Contogiannis, E., & Jembere, E. (2013). The Adoption of social media marketing in South African banks. European Business Review, 25(4), 365-381. Clancey, M. (1994). The television audience examined. Journal of advertising Research, 34(4), S1-S1. Constantinides, E. (2004). Influencing the online consumer's behavior: the Web experience. Internet Research, 14(2), 111-126. Cronin, J. J., & Menelly, N. E. (1992). Discrimination vs. avoidance: "Zipping" of television commercials. Journal of Advertising, 21(2), 1-7. De Pelsmacker, P. & Van den Bergh. J. (1998). Advertising content and irritation: A study of 226 TV commercials. Journal of International Consumer Marketing, 10(4), 5-28. Djauzak, A. (2004). Peningkatan Mutu Pendidikan Sebagai Sarana Pembangunan Bangsa, Jakarta: Balai Pustaka. Fennis, B. M., & Bakker, A. B. (2001). "Stay tuned-we will be back right after these messages": Need to evaluate moderates the transfer of irritation in advertising. Journal of Advertising, 30(3), 15-25. Friz, C. T. (1979). A numerical taxonomic study of six species of the free-living amoeba. Archiv für Protistenkunde, 122(3-4), 360-371. Li, H., Edwards, S. M., & Lee, J. H. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads. Journal of Advertising, 31(3), 83-95. Greyser, S. (1973). Irritation in advertising. Journal of Advertising Research, 13(1), 3-7. Ha, L. (1996). Advertising clutter in consumer magazines: Dimensions and effects. Journal of Advertising Research, 36(4), 76-84. Huang, Z. M., Zhang, Y. Z., Kotaki, M., & Ramakrishna, S. (2003). A review on polymer nanofibers by electrospinning and their applications in nanocomposites. Composites science and technology, 63(15), 2223-2253. Hwang, J., Yoon, Y. S., & Park, N. H. (2011). Structural effects of cognitive and affective reponses to web advertisements, website and brand attitudes, and purchase intentions: The case of casual-dining restaurants. International Journal of Hospitality Management, 30(4), 897-907. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. Keng, S. L., Smoski, M. J., & Robins, C. J. (2011). Effects of mindfulness on psychological health: A review of empirical studies. Clinical Psychology Review, 31(6), 1041-1056. Kruger, L. M., Kühn S. W., Petzer, D. J., & Mostert, P. G. (2013). Investigating brand romance, brand attitude and brand loyalty in the cellphone industry. Acta Commercii, 13(1). DOI: 10.4102/ac.v13i1.178. Krugman., D. M., & Johnson, K. F. (1991). Differences in the consumption of traditional broadcast and VCR movie rental. Journal of Broadcasting & Electronic Media, (35), 213-232. Li, H., Edwards, S. M., & Lee, J. H. (2002). Measuring the intrusiveness of advertisements: Scale development and validation. Journal of Advertising, 31(2), 37-47. MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a advertising effectiveness: A test of competing explanation. Journal of Marketing Research, 23(2), 130-143. MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of marketing, 53(2), 48-65. Olney, J. W., Labruyere, J., Wang, G., Wozniak, D. F., Price, M. T., & Sesma, M. A. (1991). NMDA antagonist neurotoxicity: mechanism and prevention. Science, 254(5037), 1515-1518. Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 50(4), 135-145. Phelps, J. E., & Hoy, M. G. (1996). The Aad-Ab-PI relationship in children: the impact of brand familiarity and measurement timing. Psychology & Marketing, 13(1). 77-101. Pollay, R. W. (1986). The distorted mirror: Reflections on the unintended consequences of advertising. Journal of Marketing, 50(2), 18-36. Reed, M. (1999). Going beyond the banner ad. Marketing, (April), 25-26. Rust, R. T., & Varki, S. (1996). Rising from the ashes of advertising. Journal of Business Research, 37(3), 173-191. Schiffman, L. G., & Kanuk, L. L. (2007). Purchasing behavior. 207-215. Singh, T., Veron, J. L., & Cullinane, J. (2008). Blogging: a new play in your marketing game plan. Business Horizons, 51(4), 281-292. Sipior, J. C., & Ward, B. T. (1995). The ethical and legal quandary of email privacy, Communication of the ACM, 38(12), 48-54. Speck, P. S., & Elliot, M. T. (1997a). Predictors of advertising avoidance in print and broadcast media, Journal of Advertising, 26(3), 61-76. Spudich, P., & Chiou, B. S. (2008). Directivity in NGA earthquake ground motions: Analysis using isochrone theory. Earthquake Spectra, 24(1), 279-298. Stayman, D. M., & Aaker, D. (1988). Are all the effects of ad-induced feelings mediated by AAd? Journal of Consumer Research, 15(3), 368-373. Vespe, F. (1997). High-tech billboards: The same old litter on a stick. Journal of Public Policy & Marketing, 16(1), 176-179.

Feeling in Responding Advertising Exposure on YouTube: The Moderation Influence of Online Experience

Year 2019, Issue: 33, 24 - 37, 30.06.2019
https://doi.org/10.17829/turcom.581863

Abstract

    The use of YouTube as a medium of social networking to promote the products proved to be quite effective, yet sometimes it can cause disruption to the users. It is due to the advertisement has interrupted the streaming activity, causing annoyance and displeasure followed by avoidance. Regarding with the problem, this study examined the feelings while response to ad impressions on YouTube. The population of the study is including the YouTube users in Indonesia. Questionnaires used for collecting data which is involving 105 samples of 263 samples that had been spread on colleges and government offices in Surabaya. From the results of this study, it can be concluded that: (1) ad intrusiveness significantly affect ad irritation; (2) online experience does not significantly provide impact in weakening the relation among ad intrusiveness and ad irritation; (3) online experience significantly impact on weakening the relation among ad intrusiveness and ad avoidance; (4) ad intrusiveness significantly affect ad avoidance; (5) ad irritation significantly affect ad avoidance; (6) ad avoidance does not significantly affect the attitude toward the brand.

References

  • Aaker, D. S., & Bruzzone, D. E. (1985). Causes of irritation in advertising. Journal of Marketing, 49(2), 47-57. Aaker, D. A & Norris, D. R. (1982) Characteristics of TV commercials perceived as informative. Journal of Advertising Research, 22(2), 61-70. Aaker, D. A., & Stayman, D. M. (1990). Measuring audience perception of commercial and relating them to ad impact. Journal of Advertising Research, 30(4), 7-17. Abernethy, A. M. (1991). Physical and mechanical avoidance of television commercials: An exploratory study of zipping, zapping and leaving. In R. Holman (ed.), Proceedings of the American academy of advertising (pp. 223-231). NY: The American Academy of Advertising. Andre, P., Bernstein, M., & Luther, K. (2012). What makes a great tweet? Harvard Business Review, 90(5), 36-37. Bauer, R. A., & Greyser, S. A. (1968). Advertising in American: The consumer view. Boston, MA: Harvard University. Bolotaeva, V., & Cata, T. (2010). Marketing opportunities with social networks. Journal of Internet Social Networking and Virtual Communities, 2010, 1-8. Boyd, M. D., & Ellison, N. B. (2007). Social network sites: Definition, history, and scholarship. Journal of Computer-Mediated Communication, 13(1), 210-230. Chikandiwa, S. T., Contogiannis, E., & Jembere, E. (2013). The Adoption of social media marketing in South African banks. European Business Review, 25(4), 365-381. Clancey, M. (1994). The television audience examined. Journal of advertising Research, 34(4), S1-S1. Constantinides, E. (2004). Influencing the online consumer's behavior: the Web experience. Internet Research, 14(2), 111-126. Cronin, J. J., & Menelly, N. E. (1992). Discrimination vs. avoidance: "Zipping" of television commercials. Journal of Advertising, 21(2), 1-7. De Pelsmacker, P. & Van den Bergh. J. (1998). Advertising content and irritation: A study of 226 TV commercials. Journal of International Consumer Marketing, 10(4), 5-28. Djauzak, A. (2004). Peningkatan Mutu Pendidikan Sebagai Sarana Pembangunan Bangsa, Jakarta: Balai Pustaka. Fennis, B. M., & Bakker, A. B. (2001). "Stay tuned-we will be back right after these messages": Need to evaluate moderates the transfer of irritation in advertising. Journal of Advertising, 30(3), 15-25. Friz, C. T. (1979). A numerical taxonomic study of six species of the free-living amoeba. Archiv für Protistenkunde, 122(3-4), 360-371. Li, H., Edwards, S. M., & Lee, J. H. (2002). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads. Journal of Advertising, 31(3), 83-95. Greyser, S. (1973). Irritation in advertising. Journal of Advertising Research, 13(1), 3-7. Ha, L. (1996). Advertising clutter in consumer magazines: Dimensions and effects. Journal of Advertising Research, 36(4), 76-84. Huang, Z. M., Zhang, Y. Z., Kotaki, M., & Ramakrishna, S. (2003). A review on polymer nanofibers by electrospinning and their applications in nanocomposites. Composites science and technology, 63(15), 2223-2253. Hwang, J., Yoon, Y. S., & Park, N. H. (2011). Structural effects of cognitive and affective reponses to web advertisements, website and brand attitudes, and purchase intentions: The case of casual-dining restaurants. International Journal of Hospitality Management, 30(4), 897-907. Kaplan, A. M., & Haenlein, M. (2010). Users of the world, unite! The challenges and opportunities of social media. Business Horizons, 53(1), 59-68. Keng, S. L., Smoski, M. J., & Robins, C. J. (2011). Effects of mindfulness on psychological health: A review of empirical studies. Clinical Psychology Review, 31(6), 1041-1056. Kruger, L. M., Kühn S. W., Petzer, D. J., & Mostert, P. G. (2013). Investigating brand romance, brand attitude and brand loyalty in the cellphone industry. Acta Commercii, 13(1). DOI: 10.4102/ac.v13i1.178. Krugman., D. M., & Johnson, K. F. (1991). Differences in the consumption of traditional broadcast and VCR movie rental. Journal of Broadcasting & Electronic Media, (35), 213-232. Li, H., Edwards, S. M., & Lee, J. H. (2002). Measuring the intrusiveness of advertisements: Scale development and validation. Journal of Advertising, 31(2), 37-47. MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). The role of attitude toward the ad as a advertising effectiveness: A test of competing explanation. Journal of Marketing Research, 23(2), 130-143. MacKenzie, S. B., & Lutz, R. J. (1989). An empirical examination of the structural antecedents of attitude toward the ad in an advertising pretesting context. Journal of marketing, 53(2), 48-65. Olney, J. W., Labruyere, J., Wang, G., Wozniak, D. F., Price, M. T., & Sesma, M. A. (1991). NMDA antagonist neurotoxicity: mechanism and prevention. Science, 254(5037), 1515-1518. Park, C. W., Jaworski, B. J., & MacInnis, D. J. (1986). Strategic brand concept-image management. Journal of Marketing, 50(4), 135-145. Phelps, J. E., & Hoy, M. G. (1996). The Aad-Ab-PI relationship in children: the impact of brand familiarity and measurement timing. Psychology & Marketing, 13(1). 77-101. Pollay, R. W. (1986). The distorted mirror: Reflections on the unintended consequences of advertising. Journal of Marketing, 50(2), 18-36. Reed, M. (1999). Going beyond the banner ad. Marketing, (April), 25-26. Rust, R. T., & Varki, S. (1996). Rising from the ashes of advertising. Journal of Business Research, 37(3), 173-191. Schiffman, L. G., & Kanuk, L. L. (2007). Purchasing behavior. 207-215. Singh, T., Veron, J. L., & Cullinane, J. (2008). Blogging: a new play in your marketing game plan. Business Horizons, 51(4), 281-292. Sipior, J. C., & Ward, B. T. (1995). The ethical and legal quandary of email privacy, Communication of the ACM, 38(12), 48-54. Speck, P. S., & Elliot, M. T. (1997a). Predictors of advertising avoidance in print and broadcast media, Journal of Advertising, 26(3), 61-76. Spudich, P., & Chiou, B. S. (2008). Directivity in NGA earthquake ground motions: Analysis using isochrone theory. Earthquake Spectra, 24(1), 279-298. Stayman, D. M., & Aaker, D. (1988). Are all the effects of ad-induced feelings mediated by AAd? Journal of Consumer Research, 15(3), 368-373. Vespe, F. (1997). High-tech billboards: The same old litter on a stick. Journal of Public Policy & Marketing, 16(1), 176-179.
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Details

Primary Language English
Subjects Communication and Media Studies
Journal Section Research Articles
Authors

Tri Weda Raharjo

Publication Date June 30, 2019
Submission Date March 14, 2019
Published in Issue Year 2019 Issue: 33

Cite

APA Raharjo, T. W. (2019). Feeling in Responding Advertising Exposure on YouTube: The Moderation Influence of Online Experience. Türkiye İletişim Araştırmaları Dergisi(33), 24-37. https://doi.org/10.17829/turcom.581863

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