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Running Head
(UMT, Lahore, 2019) Abeer Zahid
We are living in a world that revolves around social media and where everything is done on the internet. Almost all brands have social media profiles, pages and channels to pursue their marketing and advertising strategies. These social media networks help marketers create and enhance brand awareness and purchase intention of their products and services. In this study, advertisement value on YouTube is being evaluated with the help of four constructs entertainment, informativeness, usefulness, and irritation. This model is proposed by Ducoffe in a few of his studies however, usefulness has never been used in such a model before. Five hypothesis were made and a total of 323 surveys were conducted using the questionnaire consisting of fifteen questions around Lahore, Pakistan as the most common users of YouTube are youngsters, 18-34 years old of age (Dehghani, Niaki, Ramezani, & Sali, 2016). The majority of the respondents were from 21 to 25 of which 54% of the participants were females while 45% were males.