Video-Based Advertisement Value Impact on Brand Awareness and Purchase Intention in Social Media

This research is motivated by a current phenomenon where Video-Based Advertisement is rampant and can be found almost everywhere on social media such as Facebook and Instagram and video streaming platforms such as YouTube. The problem is that many people dislike advertising, which creates low impressions of the Video-Based Advertising provided by the advertisers. In contrast, the cost to create these Video-Based Advertisements is not low either. The first 5 seconds of an advertisement are the most critical, and many video ads fail to create the necessary value in these first 5 seconds. This research aims to find factors that contribute to determining variables: Informativeness, Irritation, and Entertainment effect on Advertising Value, and how the Advertising Value impacts the Brand Awareness then Brand Awareness impacts Purchase Intention. This research adopts the advertising value theory to determine the main factors contributing to advertising value. There are five hypotheses and six variables. This research also has 247 respondents, collected from November 2021 and using the purposive sampling method and Structural Equation Modelling (SEM) PLS for statistics analysis with Smart PLS as a tool. The result found that all hypotheses are significant at a 5% error level.