Youth And Youtube Advertisements: A Critical Analysis of Purchasing Behaviour of University Students in Pakistan

Abstract

Purpose: The aim of this study is to analyze the influence of celebrity endorsement, music and slogans in YouTube ads on the purchasing intention of the university students of Lahore. The huge competition has leaded the YouTube to spend massive budget on the YouTube ads; from having endorsement by the celebrities to catchy slogans music to melodious music. Methodology: A questionnaire was designed to get the data regarding this consideration topic; consisted on convenience sampling. The data was gathered from 120 students of four main universities in Lahore. The ages of the respondents were 18 to 30. The targeted students were registered in different undergraduate programs in the private sector universities of Lahore, Pakistan. The AIDA model was used to analyze the collected data. Findings: The findings suggest that in spite of the celebrity endorsed YouTube advertisements, use of catchy music and slogans, the respondents don’t purchase the products on behalf of these aspects. Furthermore, the YouTube ads are failed to play a favorable part to influence the consumers towards purchase intention after watching the YouTube ads. Implications: The study highlighted the influence of youtube ads on purchasing behavior, beneficial for policy makers and practitioners to extend further efforts towards Youtube ads to get desired output.