الفهرس 
مقدمه البحثيوجد فقط 14 صفحة متاحة للعرض العام
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المستخلص
This research aimed to investigate the direct and indirect effects of creating value factors for youtube advertising on value creation outcomes which includes brand awareness, patronage intention with brand and customers purchase behavior via advertising value. Data were collected from customers of social networking sites using online survey path analysis technique is employed to test the research hypotheses using Warp PLS6. The research results showed that there are positive significant effects of the factors of creating value for youtube advertising on advertising value, brand awareness, patronage intention with brand and customers purchase behavior. Also, there is a negative significant effect of irritation on outcomes. Moreover, the findings showed that advertising value mediated the relationship between the factors of creating value and value creation outcomes.