Özet:

ABSTRACT The main purpose of this research is to evaluate the effectiveness of online video advertising, which focuses on the point of view of associate degree students studying at a vocational school on advertisements on YouTube. The research data were collected from 192 students studying at Manisa Celal Bayar University Gördes Vocational School by means of a face-to-face survey with convenience sampling method. Data were analyzed with the AMOS Structural Equation Model. When the analysis results obtained in line with the main purpose of the research are examined, it has been concluded that there is no significant difference in the relationship between consumer participation and attitude, which is one of the dimensions of the effectiveness of online video advertising, which focuses on the point of view of associate degree students studying at vocational school, and YouTube advertising effectiveness. The fact that the sample is limited only to the students studying at Manisa Gördes Vocational School shows the limitations of the research. Today, the young target audience, who uses social media platforms intensively, is of great importance in marketing activities. In this context, this research conducted specifically for associate degree students reveals the value of the study to determine the students' perspective on YouTube advertising and whether this factor has an effect on YouTube advertising effectiveness.

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