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Table 15 -Summary of Hypothesis Qualitative reserach 85 Element Tools Model conclusion Entetrainment ü Attractiveandfun ü Appropriatehumor ü Storyline ü Emotionalconnection ü Colors ü Music Supported Informativeness ü InfoIneed ü Easytounderstand Supported Interactivity ü Calltoaction ü Linksininfobox ü Interactivebuttoms Supported Engagement ü Likes ü Shares ü Comments ü Discussion Supported By comparing Quantitative and Qualitative research method, it shows that some elements were proven by survey questions and some were tested by the video. The Qualitative research helped to demonstrate in practice how the elements can be used and identified other keys from literature review. Moreo- ver, the elements are connected with literature review and have support be- tween each other. It proves that the right keys were used for implementation on Advertising Value Model on YouTube.PDF Image | YouTube as an advertising platform
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