eprintid: 19054
rev_number: 2
eprint_status: archive
userid: 1
dir: disk0/00/01/90/54
datestamp: 2024-06-04 14:11:30
lastmod: 2024-06-04 14:11:30
status_changed: 2024-06-04 14:04:44
type: article
metadata_visibility: show
creators_name: Fayyaz, M.S.
creators_name: Abbasi, A.Z.
creators_name: Altaf, K.
creators_name: Alqahtani, N.
creators_name: Ting, D.H.
title: Not inspired enough: the mediating role of customer engagement between YouTube�s perceived advertising value and customer inspiration
ispublished: pub
keywords: Commerce; Consumer behavior, Advertizing; Customer engagement; Customer inspiration; Inspired-by state; Inspired-to state; Mediating roles; Perceived advertizing value; YouTube; Youtube advertizing, Sales
note: cited By 0
abstract: 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 customers� inspired-to state (action) to purchase the advertised brand? Design/methodology/approach: This study employs Ducoffe�s advertising value model to investigate how customers� 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 � 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 customers� inspired-by state directly; however, customer engagement positively mediates the relationship between the perceived advertising value of YouTube and customers� inspired-by state. Finally, the customers� 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 customers� inspired-by state, assessing the mediating role of customer engagement as a mechanism. Moreover, the authors examine the role of customers� inspired-by state as a predictor of the inspired-to state. © 2023, Emerald Publishing Limited.
date: 2023
publisher: Emerald Publishing
official_url: https://www.scopus.com/inward/record.uri?eid=2-s2.0-85176939905&doi=10.1108%2fK-03-2023-0387&partnerID=40&md5=d9fb31725580597caf3e54ca154cc447
id_number: 10.1108/K-03-2023-0387
full_text_status: none
publication: Kybernetes
refereed: TRUE
issn: 0368492X
citation:   Fayyaz, M.S. and Abbasi, A.Z. and Altaf, K. and Alqahtani, N. and Ting, D.H.  (2023) Not inspired enough: the mediating role of customer engagement between YouTube�s perceived advertising value and customer inspiration.  Kybernetes.   ISSN 0368492X