Exploring the Impact of Social Influence on YouTube Advertising Perception and its Significance via Importance-Performance Map Analysis (IPMA)

Abstract

This study aims to investigate 1) the role of social influence in shaping perceptions of YouTube advertising, and 2) the prioritization of factors contributing to positive advertising perceptions on YouTube through Importance-Performance Map Analysis (IPMA). Utilizing a structural equation model encompassing four key variables: advertisement value, duration, social influence, and advertising perception, the research conducted surveys among a sample of 400 predominantly female participants aged 18 to 24, selected through convenient sampling. Analysis was performed using GSCA Pro 1.1.8. Findings reveal that social influence emerges as a significant determinant of attitudes towards YouTube advertising, ranking second in impact ()  following advertisement value (), while advertisement duration shows the least influence ($\beta = .170$). This study provides actionable insights for YouTube advertisers and content creators, guiding the creation of advertisements that foster positive attitudes towards advertising in the platform's audience.