Thai viewers’ exposure, engagement, and purchase intention on the Youtube advertisements during COVID-19 pandemic

Abstract

This research aimed to analyze the Thai viewers’ exposure, engagement, and purchase intention on the YouTube advertisements during covid-19 pandemic. The research explored the relationship between the exposure to YouTube advertisements and Thai viewers’ engagement with YouTube advertisements, as well as the relationship between Thai viewers’ engagement with YouTube advertisements and their purchase intention. This study focused especially in the personal care products category. This quantitative research was conducted through an online questionnaire which collected data from a total of 206 valid respondents, aged between 18 and 55 years old who lives in Thailand.

The results from the study reveals that respondents had a neutral opinion on the frequency and duration of exposure to YouTube advertisements (M = 3.12). Furthermore, respondents also had a neutral opinion on the engagement with YouTube Advertisements (M = 3.25). In terms of purchase intention, majority of the respondents agreed that they intend to consider the personal care products that are mentioned in the video in their future purchases (M = 3.30). The results of this research also confirmed that there is a positive correlation between exposure to YouTube advertisements and their engagement with the YouTube advertisements (r = 0.18), and a positive correlation (r = 0.56) between engagement and purchase intention.