Volume 18, No. 5, 2021
Measuring The Impact Of Youtube Ads On The Buying Behavior Of Consumers In Chennai Through Brand Recognition And Motivation
Dr.N. Zeenath Zarina , Mr. W. Joshua , Dr. Hannah Catherine , Mr. R. Raghu Raman
Abstract
YouTube has become the most influential media in recent times. It has become a place of business and a place where customers pass by. This study aimed to determine the customer's experience when viewing ads on YouTube and see if this has an impact on the customer's purchase intention. A questionnaire was circulated among the customers in Chennai who have experienced YouTube Ads to have their views on the YouTube ads and how it impacts their buying behavior. The research technique used in this research was convenience sampling technique. A Structural model was constructed through AMOS 24 and it was found that buying behavior had a strong impact from motivation which was influenced from Brand recognition which had a direct impact from the YouTube advertisements. The scope of this research further devolves into how marketers can influence buying behavior through motivational factors and brand recognition.
Pages: 42-54
Keywords: Brand recognition, YouTube ads, buying behavior, Motivation marketing, YouTube marketing, unskip pable Ads