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Table 1- Summarized question items and sources supported each hy- pothesis. Hypothesis Questions Reference 67 H1: The perceived Advertising Value on YouTube is posi- tively affected by its perceived Entertainment. Q1 Attractive and fun Q2 Storytelling Q4 Colors Q5 Music Mohammed Zedan Yehia Salem, Ja- nuary 2016; Ducoffe ,1996; McQuail, 1983; Hoffman & Novak, 1996, Sha- vitt Lowrey, and Haefner, 1998. YouTube, 2017; Nielsen, 2012 ;Wang Sun 2010; Van- Tien Dao 2014. Neil Davidson, 2015. VanessaApaolaza-Ibáñez, Mark Zan- der; Patrick Hartmann, 2010; Plata- forma SINC, 2011; Oliver Johnson 2017 H2: The perceived Advertising Value on YouTube is posi- tively affected by its perceived Informativeness. Q1 Information I need Q2 Easy to understand Q3 Tells features I am looking for Ducoffe, 1996; Rotzoll and Christians (1989); Mohammed Zedan Yehia Sa- lem, January 2016. Mohammed Zedan Yehia Salem, Ja- nuary 2016. In addition, Wefbster, J.,L. K. Trevino, and L. Ryan ,1993 Ducoffe, 1996; Rotzoll and Christians (1989); Bauer and Greyser (1968). H3: The perceived Advertising Value on YouTube is posi- tively affected by its perceived Interactivity. Q1 Check a Website of ad- vertiser Q2 Check video on an adver- tiser ́s Website Q3 Call to action Kaylynn Chong (2016). According to Hoffman and Novak (1996);Yuping Liu & L. J. Shrum (2003 ). James Wedmore (2012); YouTube,2017. H4: The perceived Advertising Value on YouTube is posi- tively affected by its perceived Engagement. Q1Feel to comment Amy B (2015); YouTube,2017; Google 2017.PDF Image | YouTube as an advertising platform
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