The Impact of Cosumers’ Attitude on Online Video Advertising towards Product Branding

Abstract

Online video advertising is becoming much more common and data shows that companies’ demand for online video advertising is increasing rapidly. However, there is a scarcity of research
done about the consumers’ perspective on online video advertising and there is still little evidence that online video advertising is beneficial for companies and the products being advertised. This research would like to find out the impact of consumers’ attitude on online video advertising towards product branding. Consumer attitude itself is divided into cognitive, affective and behavioral components.

The research was done using Android One as the case study. 100 respondents from Surabaya were taken and personally asked to watch the online video advertising and fill in questionnaires.
Data from the questionnaires were analyzed using multiple linear regression. Results show that consumers’ attitude on online video advertising has significant positive effect towards product
branding and all three component of consumer attitude have significant positive effect towards product branding individually with affective component having the most impact. Therefore it is
recommended to promote using online video advertising and create online video advertising that focus more on giving affective impact to consumers.

Keywords: Consumer Attitude, Online Video Advertising, Product Branding