Impact of YouTube Advertisement on Consumer B...

Impact of YouTube Advertisement on Consumer Behaviour

Author Name : Mahipal Gardia, Dr Hitesh Jhanji

ABSTRACT

The utilisation of online video advertisements to increase the consumer base of businesses has madeagreat consequence for marketing research and givesa framework for market planning and strategy. YouTube has a great future and hasa great crowd over here as compared to other platforms, especially in marketing and creating brand awareness. It has become more valuable or a favourite for marketers.A large no of people is using this platform in their marketing campaign and advertisement globally. The main idea or motto of this paper is to know the consumer behaviour toward YouTube advertisements and what are their perception when YouTube comes into mind. Also, this research shows the behaviour of customers while they watch YouTube ads. What is their reaction or thoughts on it? An online questionnaire was the research tool used to collect relevant data from respondents. Also, some online questionnaire was used for the study and collected information from people.  Based on the convenience sampling method, a sample size of 62respondents with people as the target group was drawn from the internet via several messaging platforms.

This research paper reveals that consumers are giving a negative response to it and that YouTubeares is irritating and distracting for them. Factors like entertainment and credibility also impactthe customer. Entertainment and credibility influence and make theme engagement on their purchasing decisions after watching YouTube advertisements.