TY  - JOUR
A1  - Fayyaz, M.S.
A1  - Abbasi, A.Z.
A1  - Altaf, K.
A1  - Alqahtani, N.
A1  - Ting, D.H.
JF  - Kybernetes
UR  - https://www.scopus.com/inward/record.uri?eid=2-s2.0-85176939905&doi=10.1108%2fK-03-2023-0387&partnerID=40&md5=d9fb31725580597caf3e54ca154cc447
Y1  - 2023///
PB  - Emerald Publishing
SN  - 0368492X
N1  - cited By 0
N2  - Purpose: This study investigates two important research questions. First, does YouTube advertising create value for customers to activate their inspired-by state (motivation), or does customer engagement in advertised brands have a mediating role? Second, does the inspired-by state influence customersâ?? inspired-to state (action) to purchase the advertised brand? Design/methodology/approach: This study employs Ducoffeâ??s advertising value model to investigate how customersâ?? engagement mediates perceived advertising value and their inspired-by state. The authors split customer inspiration into two primary states: inspired-by (i.e. the early interest in taking action) and inspired-to (i.e. the intention to act), demonstrating that the latter is positively influenced by the former. The study employs SmartPLS V3.2.9 to analyze survey data from 360 respondents in Pakistan â?? an emerging market. Findings: This study found that informativeness, entertainment, creativity and incentives exerted a significant positive impact on perceived advertising value. The perceived advertising value of YouTube ads fails to influence customersâ?? inspired-by state directly; however, customer engagement positively mediates the relationship between the perceived advertising value of YouTube and customersâ?? inspired-by state. Finally, the customersâ?? inspired-by state is successfully converted into an inspired-to state. Practical implications: This study has numerous practical implications for advertisers and marketers seeking to optimize social media advertising and marketing performance. Social implications: YouTube ads shape consumer behavior, empowering informed choices; authentic engagement transforms the advertising landscape. Originality/value: This study is the first to examine the perceived advertising value of YouTube ads for eliciting customersâ?? inspired-by state, assessing the mediating role of customer engagement as a mechanism. Moreover, the authors examine the role of customersâ?? inspired-by state as a predictor of the inspired-to state. © 2023, Emerald Publishing Limited.
ID  - scholars19054
TI  - Not inspired enough: the mediating role of customer engagement between YouTubeâ??s perceived advertising value and customer inspiration
KW  - Commerce; Consumer behavior
KW  -  Advertizing; Customer engagement; Customer inspiration; Inspired-by state; Inspired-to state; Mediating roles; Perceived advertizing value; YouTube; Youtube advertizing
KW  -  Sales
AV  - none
ER  -