E-hailing video advertisements on YouTube: A study of two selected e-hailing Companies in Ghana

Abstract

The research delved into e-hailing video advertisements on YouTube within Ghana, scrutinising conveyed messages, visuals, and persuasion strategies used by Uber, Yango, and Bolt. Employing qualitative content analysis, the study unveiled messaging strategies centred on convenience, affordability, and safety. These aligned with unique selling propositions, influencing consumer perceptions. Visual cues emphasised app screenshots, diverse passengers, and well-maintained vehicles, highlighting user experiences and industry trends. Emotional appeal, social proof, and calls to action emerged as persuasive tactics, leveraging narratives, scenarios, and music to evoke emotions. The study recommends Ghanaian advertisers conduct regular market research to align with evolving consumer preferences, tailoring advertisements to address local needs for enhanced effectiveness in this unique context.