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6 RESULTS AND FINDINGS To sum up, the result of Quantitative research can be displayed on Table 13. Overall, the hypothesized model shows very good fit to the YouTube survey data. The proposed elements showed a general correlation and interoperabil- ity. Table 13 –Summary of results 83 Study Advertis- ing format Survey Method Indicators of Ad- vertising Values Signifi- cant Be- tas Direct posi- tive effect on attitude to- wards Adver- tising Fit in- dices 2018 YouTube advertis- ing n=729 Young adults (13-24) 11,4% male PLS Entertainment Informativeness Interaction Engagement 0,389 0,169 0,272 0,205 Significant Significant Significant Significant 0,613 (R2) Table 14 demonstrates summarized findings based on the literature re- view and the research. The table includes hypotheses, the keys, and model conclusion with the level of significance. The elements showed significant correlation and the hypotheses are statistically significant. The keys show asked elements on the survey. However, Informative- ness had a limited support due to t-Statistics low significance of the hypothesis in comparison with other hypotheses.PDF Image | YouTube as an advertising platform
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