MEDIA EXPOSURE OF IN-STREAM ADVERTISEMENT ON YOUTUBE AND VIEWER’ RESPONSE BEHAVIORS IN BANGKOK

Abstract

The objective of this research is to study in media exposure of in-stream advertisement on Youtube and viewer’s response behaviors. The sample group comprised 300 viewers of
in-stream advertisement on Youtube. Data were collected by using a closed-ended questionnaire which the researcher has built and has been tested for its validity and reliability. The statistics used for data analysis are Descriptive statistics, Independent Sample t-test, One-way ANOVA and Chi-Square. The research results were showed as follows:

Most of the sample were female, aged 25-29 years with a bachelor's degree and working as a private company employee. The sample group had view frequency 1-5 times per week, equipment used for viewing in-stream advertisement on Youtube was smartphone, view characteristic was skipping when the ad length was more than 5 seconds. For study on response behaviors of viewers, it was found that they had response behaviors at cognitive stage at moderate level, at affective stage at high level, and at behavioral stage at high level. The study on correlations revealed that the demographic characteristics (gender, age and education level) had relationship with frequency of viewing in-stream advertisement on Youtube with significance at the level of .05, except for occupation which had no relationship with view frequency. In addition, the demographic characteristics had no relationship with view characteristics. Finally, different view frequency of in-stream advertisement on Youtube had no relationship with cognitive stage, affective stage and behavioral stage. The different view characteristics of in-stream advertisement on Youtube had differently affected response behaviors of viewers at cognitive stage, affective stage and behavioral stage with significance at the level of .01.