The Expert CSR Communication Strategy for Fit Level in Digital YouTube In-Stream Skippable Ads and Its Effect on Consumer's Trust | ||
| Journal of Design Sciences and Applied Arts | ||
| Article 6, Volume 4, Issue 2, June 2023, Pages 93-126 PDF (3.39 M) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/jdsaa.2023.182925.1243 | ||
| Author | ||
| Shimaa Sadek* | ||
| Cairo, Egypt. | ||
| Abstract | ||
| YouTube advertisements become highly significant in the digital advertising world. It is important to express the social responsibility of these ads relying on the diversity of social initiatives forms. Social responsibility practices have a direct impact. Therefore, doubts about the credibility of the companies were raised. The problem of the study is summarized that advertising companies adopt unsuccessful advertising strategies when they declare their social responsibility (to support Egyptian football sports matches), especially in cases of low fit between the nature of the company and its activity in YouTube shippable advertisings, which raises skepticism . The purpose of a study is to examine the possibilities of companies' supportive expert strategy at the company's low fit levels and its social activity verses high fitting levels in the YouTube shippable advertising method with a view to supporting user's trust. The research follows the experimental method by using a set of YouTube skippable ads. The research reached several results. The most important result is that the percentage of validity increases in case of enhancing the low fit levels between the company and its social responsibility activity through the use of the advertising expert strategy which supports the level of trust and honesty in the company, consequently, the user’ trust, while the level of suspicion and pure profitable conspiracy in cases of low levels increases. The internal profitable motives of the company appear to users, which result in low levels of trust and honesty. | ||
| Keywords | ||
| Corporate Social Responsibly; Fit Level; YouTube In-Stream Skippable Ads; The Expert CSR Communication Strategy | ||
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