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8 CONCLUSION AND FUTURE RECCOMENDATIONS In conclusion, literature review, quantitate and qualitative data collec- tion proved four hypotheses: Entertainment, Informativeness, Interac- tivity, and Engagement. This research contributes to the understanding of what are key elements in creating successful video advertising on YouTube. As a result, all four hypotheses were significantly important in creating adverting on the platform. The perceived Advertising Value on YouTube is positively affected by its perceived Entertainment. It has a positive effect on video advertising on YouTube by making it enjoyable, entertaining, pleasant, usually at- tractive and fun. This will not only lead to consumer satisfaction but viewers’ loyalty also. Entertainment had the strongest effect on Adver- tising Value on YouTube, with statistically significant effects in every sample. Furthermore, Entertainment is a basic concept element of the platform and implementation of it into advertising gives the power to control viewers. The strong support of H1: Hypothesis 1 was proved by Quantitative and Qualitative analysis. The perceived Advertising Value on YouTube is positively affected by its perceived Informativeness. H2: Hypothesis 2 had a statistically sig- nificant effect on every sample. However, according to the result from PLS statistics, Informativeness had the lowest effect on Advertising Value. YouTube as a platform is a good source for timely information, it provides the information that the consumers’ needs. In addition, it can help consumers keep up-to-date about products or services. Notwith- standing, some users do not have enough level of credibility to trust the information given in an advertising video. The hypothesis of Credibility can be suggested for future research that could be done on this field. 88PDF Image | YouTube as an advertising platform
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