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.
