Document Type
Work in Progress
Abstract
Several YouTubers have become an important channel for ad spending, as an influential part of the internet celebrity economy. Thus, this paper has presented a two-stage integrated hierarchical structure of evaluation for analyzing the evaluation factors of user attention to a sponsored ad by a YouTuber. That is, we use the AHP method analyze the key factors that influence the success of sponsored ads by YouTubers in attracting users. Specifically, “C1.3 Attractive Contents”, “C6.4 Curious”, and “C4.2 Personality” were the three highest key factors in the priority of evaluation factors of consumers’ attention to a sponsored ad by a YouTuber.
Recommended Citation
Chang, Jui-Yen, "Applying AHP to Comprehend the Factors Influencing Consumer Attention to Sponsored Ads by YouTubers" (2018). ICEB 2018 Proceedings (Guilin, China). 22.
https://aisel.aisnet.org/iceb2018/22