Impact of YouTube Advertisements on Young Consumers' Purchase Intentions

Abstract

As YouTube's audience expands, companies increasingly turn to YouTube advertising to engage with their customers. In recent years, online video ads have played a significant role in enhancing brand awareness. With the rising number of users on YouTube, businesses, entrepreneurs, and marketers are leveraging this platform more frequently to connect with their audiences. Nevertheless, there is a scarcity of research focused on how the perceived value of YouTube advertising influences users' purchasing intentions.
The current study aims: (1) To analyze the components of YouTube advertisement – which includes informativeness, entertainment, credibility, irritation, and their Impact on the perceived value of these ads; and (2) To evaluate how YouTube advertisement influences consumers' purchase intentions. Two hundred forty participants aged 18 to 40 participated in this extensive quantitative research. The findings indicate that YouTube advertising improves with high entertainment and informational content. However, the factors of personalization and irritation, which were expected to influence advertising value, did not receive validation in this study.