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1 INTRODUCTION 1.1 Motivation for the research The internet has quickly grown to be the fastest growing medium in history. More and more businesses are using different social media sites as marketing tools since that is where the consumers are talking, sharing and creating con- tent. (Strauss & Frost 2012, 192, 345.) Social media has become an important platform for companies to connect with their target audience and create pro- motion campaigns. With the rise of digital platforms, the effectiveness of ad- vertisements has become a significant area of study for marketers to deter- mine the most efficient and appropriate medium of communication to place their publicity. Modern advertisers are not static – they are continuing to evolve and improve. They seek to comprehend secrets and new methods on how they can influence users. According to recent researches YouTube became one of the most- visited internet websites and it gives sufficient power for com- panies to use this platform for promotion. 1.2 Research questions and objectives Drawing on literature review, this study investigates YouTube advertising success based on an implementation of such Advertising values as: Entertain- ment, Informativeness, Interactivity and Engagement. Four hypothesizes were chosen to examine the importance and effectiveness of these tools. For example: one of the most effective techniques to disseminate information is through video advertising. In order to satisfy the desire of our customer by viewing entertainment content, it offers a variety of sources, including the use of the largest video platform in the world like YouTube. Also, the usage of interactive elements in video advertising has a positive effect on the audi- ence’s loyalty and encourages users to interact with your advertising. Moreo- ver, the immediacy of feedback refers to the options of the platform to give the 8PDF Image | YouTube as an advertising platform
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