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7 DISCUSSION AND LIMITATIONS The research aims were to find by which elements video advertising on YouTube are affected. According to summarized result from quantitative and qualitative research, Entertainment showed support in all samples. Storyline gives the strategical way of sending a message through Adv video. Appropri- ate music gives the right beat and translates the mood of a storyline. Colors are also given power to control emotions level of users and help to transfer message clearly. Humor is an essential part of an entertainment and it can build emotional connection as well. In general, YouTube is used for entertain- ing and it is the strong point to concentrate on video making for YouTube. Informativeness gave Limited support: Advertising on YouTube has a low level of information credibility. That is why, the recommendation of this hypothesis is to use convincing resources (e.g. make a video in a professional level, a participation of famous person can increase the level of trust), promote a prod- uct/ service on different social media to increase the brand awareness. Interactivity was supported in all samples: Interactivity is a unique option of YouTube where users have self-move control by hyperlinks as well and differ- ent bottoms.” Subscribe” and “Bell” bottoms let you stay notified about a new content. “Icon “bottom gives additional information or links during your watch- ing time without interruption. Engagement gave supported in all samples: As for every social platform, en- gagement as a tool for communication is the most important thing to pay at- tention to. By welcoming comment, a company can create strong interest and Social-Interactive engagement. Likes and Dislikes give a quick review on up to date picture about your advertising video. If a viewer finds your video attrac- tive for several reasons, they have the option to share it with others. That is why, it is necessary to create reason and wellness to share. 86PDF Image | YouTube as an advertising platform
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