Abstract
Journal of Business & Technology (JBT) is an open-access journal published by the Department of the Commerce and Financial Management of the University of Kelaniya, Sri Lanka. The journal follows a double-blind peer-review process and is published bi-annually (January, July). JBT aims to publish scholarly research, critical reviews, case studies, practitioner reviews and technology reviews in the fields of business and technology.
Highlights
Advertisements are crucial marketing instruments for attracting customers
Findings reveal that YouTube viewers and consumers in the Western Province of Sri Lanka show a neutral level of purchase intention (Mean = 2.95; S.D. 0.644)
Credibility and irritation of YouTube advertising value hold a neutral level with a mean value of 2.76 and 2.48, respectively
Summary
Advertisements are crucial marketing instruments for attracting customers. New sorts of advertising are being introduced to existing ad types as time goes on. Businesses are increasingly using online advertising in addition to television and radio advertisements to reach their target markets cost-effectively (Haenlein, 2017; Dost et al., 2019). Online advertising is increasingly being employed on social media. At the beginning of 2020, more than 4.5 billion people are using the internet worldwide, while social media users have passed the 3.8 billion mark (DataReportal, 2020).
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