Regine Audrea(1*), Ferry Jaolis(2),

(*) Corresponding Author


In this era of Marketing 5.0, which is full of Volatility, Uncertainty, Complexity, and Ambiguity, companies must adapt with digital in order to survive and grow. One of the most extensively used tools for communicating with the target market is social media advertising. Despite its many advantages, there are also disadvantages of advertising on social media, especially in this study, YouTube. Video advertisements on social media can be considered disturbing and lead to negative attitudes which in turn lead to unfavorable behavioral responses. For that reason, this study aims to analyze the advertising content value on YouTube video ads in terms of 4 dimension: Congruity, Credibility, Entertainment, & Informativeness in affecting audience’s attitude, which in turn influence their behavioral responses. Data were collected through online questionnaires to a total of 168 respondents from generations Y and Z, live in Surabaya and had seen at least 1 of 3 marketplace video ads on YouTube. The research data is processed using a structural model equation approach with PLS. The study's findings revealed that advertising content value in marketplace video ads influences the audience's attitude toward the ads and the marketplace brand, audience’s attitude also influences their behavioral response in a favorable and substantial way.


Advertising content value, congruity, credibility, informativeness, entertainment, attitude toward the ad, attitude toward the brand, behavioural response

Full Text:



Addiction. (2021). Iklan-iklan Yang Disukai Audiens Indonesia.

Annur, C. M. (2020). Berapa usia mayoritas pengguna media sosial di Indonesia?

Aprilia, P. (2020). YouTube Ads: Panduan Lengkap Beriklan di Youtube untuk Pemula.

Aslam, W., Farhat, K., & Arif, I. (2021). Skippable Advertisement versus Full-Length Advertisement: An Empirical Analysis in a Developing Economy. In Journal of Interactive Advertising (Vol. 21, Issue 1). Routledge.

Badan Pusat Statistik. (2020). Statistik e-commerce 2020. Jakarta: Badan Pusat Statistik.

Batra, R., & Ray, M. L. (2014). Affective Acceptance Responses of Mediating Advertising. Journal of Consumer Research, 13(2), 234–249.

Boateng, H., & Okoe, A. F. (2015). Journal of Research in Interactive Marketing, (2015), 299-312, 9(4). Journal of Research in Interactive Marketing, 9(4), 299–312.

Brackett, L, K., & Carr, B, N. (2001). Cyberspace Advertising vs. Other Media: Consumer vs. Mature Student Attitudes. Journal of Advertising Research, 41(5), 23–32.〈=fr&site=bsi-live

Chu, S. C., Kamal, S., & Kim, Y. (2013). Understanding consumers’ responses toward social media advertising and purchase intention toward luxury products. Journal of Global Fashion Marketing, 4(3), 158–174.

Dao, W. V. T., Le, A. N. H., Cheng, J. M. S., & Chen, D. C. (2014). Social media advertising value: The case of transitional economies in Southeast Asia. International Journal of Advertising, 33(2), 37–41.

Dehghani, M., Niaki, M. K., Ramezani, I., & Sali, R. (2016). Evaluating the influence of YouTube advertising for attraction of young customers.

Computers in Human Behavior, 59, 165–172.

Ducoffe, R. H. (1996). Advertising value and advertising on the Web. Journal of Advertising Research, 36(5), 21–35.

Edwards, S. M., Li, H., & Lee, J. H. (2015). Forced exposure and psychological reactance: Antecedents and consequences of the perceived intrusiveness of pop-up ads. Advertising, Promotion, and New Media, 31(3), 215–236.

Eighmey, J. (1997). Profiling user responses to commercial Web sites. Journal of Advertising Research, 37(3), 59–66.

Glover, M. (2021). Word of Mouth Marketing in 2021: How to Create a Strategy for Social Media Buzz & Skyrocket Referral Sales.

Goodrich, K., Schiller, S. Z., & Galletta, D. (2015). Consumer reactions to intrusiveness of online-video advertisements do length, informativeness, and humor help (or hinder) marketing outcomes? Journal of Advertising Research, 55(1), 37–50.

Gunawan, A. (2021). 5 Cara Mudah Menghilangkan Iklan saat Menonton YouTube.

Gupta, S., Melewar, T. C., & Bourlakis, M. (2010). A relational insight of brand personification in business-to-business markets. Journal of General Management, 36(2), 65–76.

Hamouda, M. (2016). Article information : Understanding social media advertising effect on consumers’ responses: an empirical investigation of tourism advertising on Facebook. International Journal for Researcher Development, 7(1), 63–83.

Hariningsih Akademi Manajemen Administrasi, E. (2013). Endang Hariningsih-Internet Advertising Sebagai Media Komunikasi Pemasaran Interaktif INTERNET ADVERTISING SEBAGAI MEDIA KOMUNIKASI PEMASARAN INTERAKTIF. I(2), 12–16.

Hegner, S. M., Kusse, D. C., & Pruyn, A. T. H. (2016). Advances in Advertising Research (Vol. VI). Advances in Advertising Research (Vol. VI), VI.

HubSpot Adblock Plus Research Study. (2016).

Jain, G., Rakesh, S., & Chaturvedi, K. R. (2018). Online video advertisements’ effect on purchase intention: An exploratory study on youth. International Journal of E-Business Research, 14(2), 87–101.

Jakpat. (2015). Iklan YouTube dan anda.

Joecomp. (n.d.). Survei: Pengguna internet menyukai iklan bertarget, konten gratis 2021.

Lado, V. H. (2020). Cara Menghilangkan Iklan di YouTube.

MacKenzie, S. B., & Lutz, R. J. (1989). An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context. Journal of Marketing, 53(2), 48.

MacKenzie, S. B., Lutz, R. J., & Belch, G. E. (1986). of Attitude Advertising Effectiveness : A Competing Explanations Test. Journal of Marketing Research, 23(2), 130–143.

Madhavan, V., George, S., & Kidiyoor, G. (2019). Perceived intrusiveness of rich media ads in online advertising: Evidences from young Indian travellers. Cogent Economics and Finance, 7(1), 1–13.

Mahmoud, A. B. (2013). Syrian consumers: Beliefs, attitudes, and behavioral responses to internet advertising. Business: Theory and Practice, 14(4), 297–307.

McCoy, S., Everard, A., Galletta, D. F., & Moody, G. D. (2017). Here we go again! The impact of website ad repetition on recall, intrusiveness, attitudes, and site revisit intentions. Information and Management, 54(1), 14–24.

Mitchell, A. A., Olson, J. C., Mitchell, A. A., & Olson, J. C. (1973). American Marketing Association. Journal of Marketing Research, 10(4), ii–ii.

Murillo, E., Merino, M., & Núñez, A. (2016). O valor propagandístico dos anúncios (Ads) no Twitter: Um estudo entre a geração do milênio mexicana. Revista Brasileira de Gestao de Negocios, 18(61), 436–456.

Newberry, C. (2021). 25 YouTube statistics that may surprise you: 2021 Edition.

Núñez-Barriopedro, E., Klusek, K. G., & Tobar-Pesántez, L. (2019). The effectiveness of humor in advertising: Analysis from an international scope. Academy of Strategic Management Journal, 18(4).

Putra, S. (2019). Cara Menghilangkan Iklan di YouTube dengan Mudah.

Puwandi, P. H., DE, G. T., & Brasali, N. (2020). The Factors Affecting Consumer Response towards Online Video Advertisement: YouTube as a Platform. International Journal of Multicultural and Multireligious Understanding, 7(2), 375–390.

Raditya, D., Gunadi, W., Setiono, D., & Rawung, J. (2020). The Effect of Ad Content and Ad Lengthon Consumer Response towards Online Video Advertisement. The Winners, 21(2), 119–128.

Rejón-Guardia, F., & Martínez-López, F. J. (2014). Online Advertising Intrusiveness and Consumers’ Avoidance Behaviors. July, 565–586.

Rohimah, A. (2019). Era Digitalisasi Media Pemasaran Online dalam Gugurnya Pasar Ritel Konvensional. KANAL: Jurnal Ilmu Komunikasi, 6(2), 91.

Sallam, M. A., & Algammash, F. A. (2016). The effect of Attitude toward Advertisement on Attitude toward Brand and Purchase Intention. International Journal of Economics, Commerce and Management United Kingdom, 4(2), 21–29.

Spears, N., & Singh, S. N. (2004). Measuring attitude toward the brand and purchase intentions. Journal of Current Issues and Research in Advertising, 26(2), 53–66.

Truong, Y., & Simmons, G. (2010). Perceived intrusiveness in digital advertising: Strategic marketing implications. Journal of Strategic Marketing, 18(3), 239–256.

Wang, Y., & Sun, S. (2010). Examining the role of beliefs and attitudes in online advertising: A comparison between the USA and Romania. International Marketing Review, 27(1), 87–107.

We Are Social. (2021). Digital 2021: Indonesia.

Weinberg, T. (2009). The new community rules: Marketing on the social web (C. Wheeler (Ed.); 1st ed.). O’Reilly Media, Inc.

Williams, D. L., Crittenden, V. L., Keo, T., & Mccarty, P. (2012). The use of social media: An exploratory study of usage among digital natives. Journal of Public Affairs, 12(2), 127–136.

Yang, K. C., Huang, C. H., Yang, C., & Yang, S. Y. (2017). Consumer attitudes toward online video advertisement: YouTube as a platform. Kybernetes, 46(5), 840–853.

Zanjani, S., Diamond, W., & Chan, K. (2011). Does ad-context congruity help surfers and information seekers remember ads in cluttered e-magazines? Journal of Advertising, 40(4), 67–83.

Zeng, F., Huang, L., & Dou, W. (2009). Social Factors in User Perceptions and Responses to Advertising in Online Social Networking Communities. Journal of Interactive Advertising, 10(1), 1–13.

Zhang, E. M. (2010). Understanding the Acceptance of Mobile SMS Advertising among Young Chinese Consumers. Psychology & Marketing, 30(6), 461–469.

Zhou, L., & Xue, F. (2019). In-Feed Native Advertising on News Websites: Effects of Advertising Format, Website Reputation, and Product Involvement. Journal of Internet Commerce, 18(3), 270–290.


  • There are currently no refbacks.