Naslov
The role of YouTube marketing communication in consumer buying behavior

Autori
Holen Rabatić, Mihaela ; Perišić Prodan, Marina

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Skup
93rd International Scientific Conference on Economic and Social Development – "Green Economy & Sustainable Development"

Mjesto i datum
Čakovec, Hrvatska, 10.03.2023. - 11.03.2023

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
YouTube ; marketing communication ; social networks ; attitudes

Sažetak
Due to increasing competition between companies, marketing communication via social networks is becoming more and more important to meet the needs of companies and users. Marketing communication via social networks is a two-way communication between companies and customers that takes place through a specific Internet service. Given the increasing use of social networks, there is a need to study the basic factors of marketing communication that influence consumer buying behavior. The purpose of this paper is to identify the factors of awareness, knowledge, liking and preferences as the fundamental factors of YouTube marketing communication and to investigate whether there is an influence of YouTube marketing communication on purchase intention. A survey was conducted on a convenience sample of 182 respondents. The research results show that the respondents use YouTube on a daily basis and spend a maximum of two hours per day watching the content. It was found that the respondents have negative attitude towards marketing communication on YouTube and also do not have purchase intention. In addition, respondents prefer as few YouTube ads as possible per video. Since the respondents are active YouTube users, the findings have implications for marketers looking to improve existing digital strategies on social networks.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA