An Empirical Study of YouTube advertisement impacts on young generation: An ethos of YouTube influence

Abstract

In recent times, there is a remarkable increase in number of people who are using internet for different purposes, but a large number of internet user are the ones, who are the viewers at the YouTube and those who are the creators, who publish their videos and different material on YouTube. Not all factors that sway customers to think YouTube advertising is effective have been discovered. This paper listed YouTube advertising's entertainment, informativeness, customizability, and irritability can affect advertising value, brand recognition, and customer intent to buy. The conceptual model hypothesizes that ad value strategies improve brand recognition, which affects users' views of You Tube's utility and their propensity to keep buying. This study used Pakistani market and young generation which are studying in Pakistani Universities and 250 surveys were analyze variable data. Entertainment, informativeness, and customization are the strongest positive drivers, while irritation is the strongest negative driver for YouTube ads. However, YouTube's advertising value affects brand awareness and buy intent