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68 Q2 Share link Q3 Check comments Q4 Participation in discussion Google Partners help (2017); Matt Byrom,2016; YouTube,2017. B.J. Calder et al. / Journal of Interac- tive Marketing 23 (2009); You- Tube,2017. B.J. Calder et al. / Journal of Interac- tive Marketing 23 (2009); You- Tube,2017. Advertising Value on YouTube: Entertainment, In- formativeness, Interactivity and Engagement. Q1 Enjoy Q2 Useful Q3 Interactive tools Q4 Like button Q5 Dislike button Mitchell and Olson 1981; Zhou Bao 2002; Ducoffe 1996; Mohammed Zedan Yehia Salem, 2016. Ducoffe, 1996; Korgaonkar, Pradeep K. and Lori D. Wolin, 1999. Yuping Liu; L J Shrum (2002); YouTube ,2017. Google,2017; YouTube,2017. Google,2017; YouTube2017. Advertising Value (1996) Is Useful Is Valuable Is Important Ducoffe ,1995-1996; Mitchell and Ol- son,1981; Shimp,1981;MacKenzie and Lutz,1989;Petty and Cacioppo,1981;Bauer and Grey- ser,1968;Becker , Martino and Town- ers,1979;Aaker and Brown , 1972;Cannon1982.PDF Image | YouTube as an advertising platform
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