Abstract:
The influence of repeat YouTube Advertisement on Purchase Intention with mediating role of Customer Attitude is studied in this thesis. How having awareness, liking or knowledge for a brand effects customer when an advertisement is repeatedly shown to him on YouTube platform and does it affect customer’s purchase intention, mediation on customer attitude is also under study. The study is done using SOR model. 408 respondents were assessed through SPSS tests in this study which were sampled using convenient sampling technique. Questionnaires were handed over to them and some answered the questions online on Google form questionnaire. It is investigated that customer attitude does play a part when it comes to formation of purchase of intention. The repeat advertisement shown results in formation of an attitude that then leads to purchase or no purchase, it can also lead to brand hate or love.
