About this document
YouTube Advertising: Endorser Impact Study by stephentoms111 is a document available to read on EtoBox.
This thesis investigates the impact of endorser credibility and coupon proneness on branding outcomes in consumer-generated advertising on YouTube. Through a quantitative study involving a survey of 500 participants, it finds significant positive effects of endorser attributes and coupon proneness on brand awareness, attitude, trust, and loyalty. The research contributes to the understanding of consumer-generated advertising and offers practical insights for marketers and YouTube content creators.
- Author
- stephentoms111
- Language
- EN