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This model is based on the theory of media Uses and Gratifications (McQuail, 1983 book: 6th edition, 2010), which argues that media users expose them- selves selectively to media based on their needs and gratification-seeking mo- tives, and thus satisfy their utilitarian and/or hedonic needs. Accordingly, Ducoffe F. (1996) proposed Informativeness and Entertainment as anteced- ents of Advertising Value and proposed a positive association between Adver- tising Value and Attitude toward web advertising. Also, Irritation is a part of Advertising Value Model and it proposed a negative effect towards web adver- tising. In my thesis work, I concentrated only on positive aspects of advertising value. That is why, I chose Entertainment and Informativeness as aspects of advertising which can be attributed to traditional types of media and Internet media - YouTube. During later studies, Credibility was included in the model as a fourth element of Advertising Value. (Brackett & Carr, 2001; book McQuail, 2010). The theory is created with combined studies of Ducoffe (1996) and literature review. The graph is presented the use for YouTube ad- vertising. H1 H2 H3 H4 33 Entertainment Informativeness Advertising value Interactivity EngagementPDF Image | YouTube as an advertising platform
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