YOUTUBE ADVERTISING VALUE AND ITS EFFECTS ON PURCHASE INTENTION IN KARACHI, PAKISTAN

Abstract

Purpose: The purpose of this study was to determine how pertinent factors (irritability, information’s, entertainment and trendiness) influence advertising value of YouTube. Secondly to check that do the YouTube ad value factors differ according to the demographic factors. Methodology and Design: The sample size that was selected was 384. Data was collected from general public who use and spend time on YouTube. The questionnaire consisted of total 40 questions with the Likert rating scale. The data is analyzed using SPSS software version 23 and Smart PLS 3. Findings: Age has insignificant impact on all three factors (informativness, irritability and entertainment) because p values are greater than 0.05. Education has insignificant impact on in formativeness and entertainment. However, education has significant impact irritability because (0.008p <0.05). Gender has also insignificant impact on all three factors (informativness, irritability and entertainment). Income has significant income all three factors (entertainment, irritability and informativness). Entertainment has significant impact YouTube advertising value because (0p<0.05). Also, Informativneness has significant impact on YouTube advertising value because (0p<0.05). Irritability has significant impact on YouTube advertising value because (0.012p<0.05). Lastly, YouTube advertsing value has significant impact on purchase intention because (0p<0.05). on Limitations: This study does not concentrate on specific brand or product category ads. It was generalized research for YouTube ads which can help businesses to create the ads according to the demographic factors and impact of advertising value on purchase intention.