Social media have become an important platform for companies to connect with their target

audience and make an impression. With the rise of digital platforms, effectiveness of advertisements has become an important area of study for marketers to determine the most efficient and appropriate medium of communication to place their advertisements. Drawing on the media richness theory framework, this study investigates YouTube advertising effectiveness based on the multiplicity of cues in the videos and the possible feedback channels offered by the platform. Using a cross-sectional survey method, participants from the Dominican Republic (n = 109) and the United States (n = 112) were recruited to fill-out a questionnaire asking for their opinions about how they connect with YouTube advertisements and what cues were crucial for them to understand, relate, or react to the message in the video. A significant relationship was found between race/ethnicity and education of participants and their preferences for cues needed to make a successful advertisement. The results also showed that feedback option on YouTube is not considered important for engagement with the brand.

Publication Date


Document Type


Student Type


Degree Name

Communication and Media Technologies (MS)

Department, Program, or Center

School of Communication (CLA)


Andrea Hickerson

Advisor/Committee Member

Ammina Kothari

Advisor/Committee Member

Jonathan Schroeder


RIT – Main Campus