Journal of Accounting and Management Information Systems (JAMIS)

Impact of YouTube advertising on purchase intention: A Pitch

Vol. 19, No. 4/2020 ,   pp. 805-811

Mehak Rehman
Haroon Iqbal

Keywords:   YouTube advertising, purchase intention, technological marketing, pitching research

Abstract:   Abstract: Internet technology has proved its worth in every field of life. Due to its vast penetration, organisations started using this technology as a marketing platform. YouTube is one of the online platforms which is subscribed by millions of users and has become a reliable chanel for advertising. However, the understanding regarding the effectiveness of YouTube advertising remains limited. Accordingly, this PRL applies the pitching template developed by Faff (2015; 2019) to an academic project titled “Impact of YouTube Advertising on Purchase Intention”. In this PRL, researchers develop a framework for a research project to identify the core elements of the research. This letter consists of introduction section, followed by pitchers’ brief commentary and personal reflection on pitching exercise.