The attitude of young people towards advertising activities on YouTube
Published: August 1, 2026
Abstract
This study explores young people’s attitude towards advertising activities on the social network YouTube. The proposed research model consists of one dependent variable of the attitude of young people towards advertising activities on YouTube and five independent variables including: (1) informativeness, (2) entertainment, (3) distractions, (4) reliability and (5) privacy concerns. After testing the scale and analyzing factors, the study finds out that all the above-mentioned factors afect the attitude of young people. In which, two factors have positve correlation with the attitude of young people, and three factors have negative correlation with this variable. The Pearson correlation coefficient analysis show that the entertainment factor does not correlate with the variable and it is removed from the research model. The regression model analysis show that the correlation between the privacy concern factor and the attitude of young people is not significant. It means that two hypotheses are rejected and three hypotheses are accepted. The factor of reliability has the strongest impact and the factor of information has the weakest impact on the attitude of young people towards advertising activities on YouTube.
Keywords
social networkadvertisingattitudeentertainmentYouTubeyouth
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