Impact of Online Video Advertisements on Purchase Behavior of Delhi-NCR Youth

The present study aims to investigate the effectiveness of online video advertisements on purchase intentions of Delhi-NCR youth. It develops a model that measures advertisement value and attitude towards online advertisement on purchase intentions. A survey was conducted among graduate/postgraduate students of engineering and management between March to October, 2017. Confirmatory factor analysis was done for measuring the validity of measurement model followed by SEM analysis and a post-hoc SEM analysis. The study examines and develops a model for measuring impact of attitudinal factors on attitude and purchase intention in case of online video advertisements which provides further scope of research. The post-hoc analysis confirmed that all constructs of advertisement value model given by Ducoffe is not applicable in case of online video advertisements. Invasiveness/Irritation has no significant impact on advertisement value as in case of Ducoffe model although in post-hoc modeling it significantly impacts attitude towards online video advertisements. Information and entertainment constructs have significant impacts on the advertisement value and attitude towards online advertisement.