The repository is currently being upgraded to DSpace 7. Temporarily, only admins can login. Submission of items and changes to existing items is prohibited until the completion of this upgrade process.

Watch & Buy: The Key Determinants That Influence Gen Z’s Consumer Journey Through Online Video Advertisements

View/Open
Author
Lotia, Hussain
Date
2022-01
URI
https://esource.dbs.ie/handle/10788/4379
Publisher
Dublin Business School
Rights holder
http://esource.dbs.ie/copyright
Metadata
Show full item record
Abstract
This research study aims to understand the determinants of video advertisement that influences consumer behaviour of Generation-Z. Qualitative Method was chosen for this study to determine an in-depth knowledge about the opinions and perceptions of the participants. Reflexive thematic analysis was used to analyse the effectiveness of video advertisement theory in terms of the uses and gratification theory to trigger consumer decision making. Three focused groups were conducted with Generation-Z moderated by the researcher. The results showed that Generation Z feel that video advertisements activate a positive impact through reliability and relevance of information. In conclusion, video advertisers can influence consumer behaviour by ensuring the presence of these elements in the video: as duration, entertainment, informativeness, customization, and interactivity.
Collections