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LOVELY PROFESSIONAL UNIVERSITY

Project - Live Project 1


Mittal School of Business (MSOB)
Faculty of Marketing

Course Code: MGN504 Name of the faculty member: Dr. Arvind Kumar
Course Title: Research Methodology
Class: MBA Term: 1 Section: Q1845
Max. Marks: 30 Date of Allotment: 02.02.2019 Date of Submission: 08.03.2019

S. Roll No Objectives Guidelines Evaluation Expected


No. of Parameters Outcomes
Academic
Activity
1 All Developing 1. The students Model of Students will be
Students an will form Evaluation: able to analyze the
ability of groups of 3 Introduction: 5 secondary data and
explore the students from learn how to
Marks,
underlying their formulate the
constructs respective Quality of research problem.
and sections and literature review:
variables to work on one 10 marks
formulate a research topic Problem
problem of their statement: 5
specialization marks
and submit the
Objective of the
groups to their
course study: 10 marks
instructors.
2. The group has
to submit a
written report
including
introduction to
the
company/topic,
Literature
Review and
Problem
formulation.

NOTE: The same


topic and group will
carry forward for the
capstone study in next
semester.
EFFECTIVENESS OF IN-VIDEO ADVERTISEMENTS:
A QUANTITATIVE STUDY ON VIEWER’S
PERCEPTION TOWARDS YOUTUBE AND
FACEBOOK
INTRODUCTION

Advertising is the greatest need of the hour and anything in this world can be advertised. Let it
be 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, especially through the Social Medias. 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 platforms like Facebook, You-Tube, 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.

Advertising content needs to do two things — engage and persuade. Ads traditionally spent
more time doing the latter — in the pre-internet era, the main way people accessed information
about new products or brands was through TV advertisements, so they were willing to pay
sustained attention to promotional or informational content. With the ubiquity of on-demand
information, that’s no longer the case; in general today’s consumers will pay significantly more
attention to content designed to entertain them.

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. From the study/research conducted, we will be able to study about the
effectiveness of in-video advertisements in Social Medias, mainly Facebook and YouTube.
The viewers may have positive or negative perception towards these advertisements.

The research of Brackett and Carr (2010) suggests the credibility of the advertisement depends
upon how reliable the message is. Information is found to be credible if the viewer feels that
the particular ad is trustworthy. 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.

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. This research observes this problem and thus tries to conduct a study on the particular
topic.

People watching YouTube videos find the advertisements on the irrelevant most of the time.
Both men and women visit YouTube with an intention of watching only their selected Videos
and 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 watch something
that they are not interested in. So the thing is that only relevant advertisements should be placed
and the website try to make the pop up ads and banner ads interesting.

According to Andreas M. Kaplan, Michael Heinlein (2010), 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
platforms like YouTube, Twitter and Facebook to promote their products and services. In spite
of using these applications people are still not well equipped with the idea of what social media
exactly is. 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.

The research 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.
This 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
LITERATURE `REVIEW

In-video advertisements are ruling over the social media platforms like YouTube and Facebook. Paula
R Rodriguez (2017) investigated on YouTube advertising effectiveness based on the multiplicity of
cues in the videos and possible feedback channels offered by platforms by conducting a cross sectional
survey method in United Nations and Dominican Republic. In her study a significant relationship was
found between race/ethnicity and education of participants and their preferences for cues needed to
make a successful advertisement. The results of the study showed that feedback option on YouTube is
not considered important for engagement with the brand. Mariana Arantes, Flavio Figueiredo, Jussara
and Raquel (2015) have also done a study to find the effectiveness of YouTube advertising. They
focussed more on the experience of the user, when exposed to video ads, affect the user’s actions. In
their study they found out that most of the users finds YouTube video ad’s interesting.

Carsten schewemmer and Sandra Ziewiecki (2018) investigated on another aspect of the YouTube ads.
They focussed on the promotion of the products in YouTube and they found out that YouTube users
are indeed confronted with an ever-growing share of product promotion particularly in the fashion and
beauty sector and the social and economic impact of influencers especially on the younger target groups
was terrifying. Wilma Westenberg (2016) investigated on the impact of YouTube in teenagers. The aim
of her study was to give an overview of the current YouTube community and the influence of the
youtubers on the teenage viewers. The results of the study showed that YouTube has become a part of
the daily life of teenagers and the parents are unaware of these situations.

Jing Zhang and En Mao (2016) conducted a study to find out the response of consumers to social media
advertising. The objective of their study was to develop an understanding of how consumer online
motivation leads to ad click on social media which in turn affect the behavioural intentions. Their results
showed that ad clicks affect the consumer behaviours and creates an intention to spread positive word
of mouth about the advertisements and about the product. Andrew T Stephen (2015) in his article
explained about how consumers experience, influence, and are influenced by the digital environments
in which they are situated as part of their daily lives. According to him most of the study on this topic
focussed on mostly word to mouth which is only part of the digital consume experience. Trianita adhi
handayani and Herry Hudrasyah (2015) also conducted a research on the behaviour of the users in
YouTube in respect of the YouTube ads. the study was to analyse the problem by measuring and
comparing the effectiveness between skippable and non-skippable pre-roll ad’s on YouTube. The
results were showing that skippable pre-roll ads were more effective than the non-skippable pre-roll
ads.

Erdogmus, M. Cicek (2013) conducted a research study to identify the effect of social media marketing
on brand loyalty of the consumers given that the concept is receiving increasing attention from
marketing academia and practitioners. The results of the study showed that brand loyalty of the
customers is positively affected hen the brand offers advantageous campaigns, offers relevant and
popular contents. Zheng, Cheung, Lee (2015) did a research to explore the concept of user engagement
in the context of online brand communities. Its results revealed that user engagement influenced brand
loyalty both directly and indirectly through online community commitment. The results of this study
was also aimed to inform the e marketers the importance of user engagement behaviours for building
brand loyalty through online communities. Vaasan (2012) conducted a study to explore whether social
media is more effective than the traditional media on a brand management perspective. The findings
presented in this study conclude that even though social media is more effective than some of the
traditional advertising channels, it cannot be implemented in isolation without augmenting it with
other forms of traditional advertising channels. The implications are that social media alone cannot
single handily create brand awareness or even develop business.

Milad Dehghani (2013) conducted a research to find the primary actions of those companies who
simultaneously engage and advertise on social media channels such as Facebook in order to create sales
and enhancing brand image and gain momentum to purchase intention. The results of this study have
shown that Facebook by taking two leverages as WOM and viral marketing could enhance the brand
image and brand equity respectively which increase purchase intention of consumers. Christian maurer
(2015) research paper reveals that users purchase decisions are not influenced by advertisements and
users do not actively use Facebook as an information source however Facebook provides the ideal
platforms for direct communication between organisations and customers. Javeria nazeer (2017)
conducted a research to find out the attitude and behaviour change in university students of Lahore
regarding advertisements on social media. The findings exposed that male students are more affected
than female students and the age category of the affected is (26 – 35). Vivek Bajpai, Sanjay pandey,
Shweta shriwas (2012) conducted a research which emphasised on the strategies which can take this
viral marketing mode beyond the normal social media at present. As a result, it can also help in building
a community strong enough to make its marketing effective and initiative buying. Dokyun lee, Kartik
Hosanagar, Harikesh S Nair (2014) conducted a research study to investigate the effect of social media
content on customer engagement using a large-scale field study on Facebook.

Rajiv Kaushik (2016) research shows the precautions taken for effective implementation of digital
marketing to reap tremendous potential to increase in sales. The result of this research shows that digital
marketing has tremendous potential to increase in sales provided business have knowledge to
implement it in the right way. Barbie Clark (2012) conducted a research paper on how advertisements
affects the kids. The results of the research show that around 40 percent of the kids in the world gets
affected by the advertisements online and they grow up to be mentally different from the normal kids.
Madhu bala (2018) conducted a research study which offers views on some current and future trends in
marketing. The results of the study is that the analysis of internet marketing to with respect to different
business.

Muhammed Fazal (2018) conducted a research on how retailers could enhance their shopping processes
and hence help sustain their e business development. this study fills gap in previous studies relating to
information system and consumer behaviour and provides explanations for information system and
consumer behaviour constituent impact on acceptance and use of online shopping
PROBLEM STATEMENT
1. It will get reach into the privacy breach of the viewers: -
One of the major challenges faced due to in-video advertisement is that it will get reach
into the privacy as in-video advertisements are related to the interest of the viewers,
obviously we can say that they are trying to encroach into the privacy of the viewers.

2. The watching of in-video advertisement leads to lose/delay of time for the viewers: -
The viewer won’t have time for watching irrelevant videos so that they will try to skip
the video as soon as possible. So, this creates a big problem among the viewers. And as
there is no other option, the viewer is compelled to watch form that particular site only.

3. The viewers are forced to go for the premium version if they don’t want to watch the
in-video advertisements and it is not that economical: -
The viewers don’t have an option to skip the advertisement. They are forced to watch
the particular video for at least some span of time. And if in some case, if a particular
viewer wants to avoid the in-video advertisement, they need to go for the premium
version of the particular application which will be somewhat expensive for the viewers.
OBJECTIVES OF THE STUDY
1. To study about the effectiveness of in-video advertisements and the viewer’s perception
towards it: -
As the main idea of the case is related to in-video advertisement, the main aim of this
study is to study about the effectiveness of this advertisements and the viewer’s
perception towards it.

2. To understand the psychology of viewers who used to watch in-video advertisement: -


To know about how the viewer’s, take this type of in-video advertisement, whether it
will be useful for them in any aspect and also whether the ads will be of their interest
or not.

3. To examine the attitude of the users towards these advertisements on the basis of the
parameters: Credibility, Entertainment and Disturbance.
There will be different type of viewers around us. Each of their perception will be different
from one another. Some will take it as an entertainment while some will take it as a
disturbance. Based on the credibility also, the attitude of viewers will be different.

4. To study about the scope and future perspective of in-video advertisement


This research study will also help to study about the in-video advertisements scope and
future and how in video advertisements are doing at the present time.