Impact of YouTube Influencer Smartphone Advertising on Consumer Purchase Intention: An Emerging Economy Perspective

Abstract

Purpose T,J1e purpose of this research paper is to investigate the impact of Pakistani YouTube influencer smartphone advertising on the consumers perception of adverting value and their purchase intention, and to explore the demographic trends of the Pakistani You Tube users who follow or watch influencer content on the platfom1 and who are smartphone users. Design/Methodology/Approach This study employed a quantitative research approach and was conducted by means of a questionnaire among a sample of 397 respondents with valid survey responses. Linear and multiple regression, multicollinearity analysis, and mediation analysis conducted using the Process macro method developed by Hayes was employed. Findings The results confinn that Pakistani YouTube influencer smartphone advenising has a significant effect on the customer's percei\'ed advertising value and the consumers purchase intention. Pakistani consumers who are users of YouTube and smartphones found Pakistani YouTube influencer smartphone advertising to be ente11aining, infonnative, credible (both trustworthy and of expertise), and to be of high advertising value, which led to their positive purchase intentions. The statistical findings concluded a negative significant relationship between the customers perceived i1Titation of the Pakistani YouTube influencer smartphone adve11isements and the consumers perceived advertising value. Research Limitations/Implications The research study bas some notable limitations. Firstly, the study was limited to Pakistani consumers falling within the age range bracket of 16 years to 40 years, the social media platfonn Y ouTube, and was focused on the smartphone industry of Pakistan. Secondly, the present study' s scope was based on a general YouTube influencer advertising definition which included different types of YouTube influencer adve11isements. Lastly, the present study's research theoretical framework model focused on the mediation effects of advertising value. Practical Implications The findings of this research study can be utilized by marketing managers, digital marketing agencies, and brands to consider budgeting and implementing influencer adve11isement campaigns that have shown favorable adve11isement value and purchase intention outcomes within the smartphone industry of Pakistan. The demographics data of the research study - including age ranges, gender, monthly income levels, number of household family members, providence of residence, and favorite smartphone brands -can also be taken into consideration by the aforementioned stakeholders to make more intoned and efficient budgeting and strategy decisions. OriginalityNalue and Theory Implications To the best of the author 's knowledge, this is the first thesis research subject that investigates the impact of Pakistani You Tube influencer smartphone advertising on the consumers purchase intention. The advertising value model pioneered by Ducoffe was expanded upon in this research study. Whereas the original adve11ising value model focused on the relationship of the independent variables of entertainment, infonnativeness, and irritation with advertising value, this research has expanded upon the advertising value model by exploring the effects of ad trustworthiness and expertise on advertising value, as well as exploring the relationship of these constructs to the consumer's purchase intention. While the original advertising value model was utilized to explore traditional fonns of advertisements and web 1.0 ads, the present study applied the model to YouTube influencer advertising of smartphones in Pakistan.