Effect of YouTube usage and marketing communication on brand preference.

Abstract

The universal usage and marketing communication based on the information and communication technology (ICT) avenues have impact of the lives of youth and in their buying behavior. The tenacious practice of ICT platforms such as social media, particularly digital video sharing conduits such as YouTube, amongst the youth associate has befitted an imperative marketing communication platform for marketers to influence this elusive focus segment. The widespread practice of YouTube has engendered billions in promotional interaction created income and impact on buying behavior of youth, but there is inadequate scholastic investigation in relations to the effect of digital video partaking in developing economies, predominantly concerning the impact of online usage and demographic factors among youth. This study investigates the effect of YouTube usage and marketing communication on attitudinal retorts and the influence on brand predilection, as well as the impact of usage and demographic elements on the attitudinal connection. A questionnaire survey was conducted among 300 respondents, and the hypothesized associations were estimated via structural equation modelling (SEM). The results of this study divulge a favorable association between affective responses of use factors and brand preference as a result of YouTube usage and marketing communication, making a notable contribution to the limited YouTube review on attitude-to-advertising theory in emerging nations. The research also contributes in the diminution of the theorical-industry practitioner gap through identified online usage elements and its impact on brand preference. The study supporting the institutions in a healthier way to cognize youth in the process of strategizing most impressive and effective marketing communication campaigns on video sharing platforms.