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Romate John
Prof. Romate John completed his Bachelor’s degree from Christ College, Bangalore (under Bangalore University)
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Papers by Romate John
intentions among young YouTube visitors, using qualitative research design. The data were collected from 50 participants (23 males and 27 females) who have reported engaging in YouTube for a minimum of 30 minutes per day, through a semi-structured interview. Data were analyzed and interpreted through thematic analysis. Four themes and 10 sub-themes were identified. The main themes include the relevance of the advertisement (personalization, future purchases, and trials), disinterest (personal testimonies and inattentiveness), subjective distress (recurrent
advertisements, placement of advertisements and length of advertisement), and information and entertainment (introduction to the product, distinctiveness, and creativity). From the results, it can be observed that YouTube users have both positive and negative opinions and corresponding intentions about the purchase.
intentions among young YouTube visitors, using qualitative research design. The data were collected from 50 participants (23 males and 27 females) who have reported engaging in YouTube for a minimum of 30 minutes per day, through a semi-structured interview. Data were analyzed and interpreted through thematic analysis. Four themes and 10 sub-themes were identified. The main themes include the relevance of the advertisement (personalization, future purchases, and trials), disinterest (personal testimonies and inattentiveness), subjective distress (recurrent
advertisements, placement of advertisements and length of advertisement), and information and entertainment (introduction to the product, distinctiveness, and creativity). From the results, it can be observed that YouTube users have both positive and negative opinions and corresponding intentions about the purchase.