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Table of Contents

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Abstract............................................................................................................................................3
Introduction......................................................................................................................................4
Discussion........................................................................................................................................6
Theory of Media Richness...........................................................................................................6
Case Study.......................................................................................................................................8
Conclusion.......................................................................................................................................8
References........................................................................................................................................9

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 Abstract

The purpose of the study was to investigate that how YouTube marketing influence the

millenial’s consumer behavior. Millenials are a group that is known as a technical native

population; thus, they are known as a driver of online shopping. YouTube is a creative marketing

tool. It is a popular platform where users can post videos and others can access the videos free of

charge. It is descriptive research as the aim is to explore and understand the consumer behavior,

attitudes and opinions of interviewees about YouTube marketing, and to examine them

according to their experience. Data was gathered by doing group interviews using non-

probability sampling strategy and within that judgment sampling, since everyone was not prone

to YouTube and researchers selects the interviewer by their judgments that provide information

related to the topic. The results showed that YouTube’s changes the perception of a brand and

people try new products as suggested by any famous You Tuber or through advertisements or

videos. YouTube site has all the features that are enough for attracting new generation and

enhancement of marketing via videos, ads and many more.

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Introduction

Digital marketing is a marketing method of using the internet, email, social media, and other

online channels to reach consumers [ CITATION Sto11 \l 1033 ]. The digital marketing

approach has changed the consuming behavior of millenials. Millenials are a generation who are

considered natives of technology; hence they have been recognized as a driving force of online

purchasing. Millennials are characterized by their spending habits, brand preference, values,

personalities and overall perspectives on life from older generations. Millenials reflect the future

consumer market. Millenials of U.S already accounts for an estimated $1.3 trillion in direct

annual spending. On reaching their peak buying power, this sum will rise dramatically. By 2030,

in the United States, millenials are likely to exceed 78 to 56 million baby boomer generations

[ CITATION Bar14 \l 1033 ]. Among the various numbers of existing social media, YouTube is

one of the creative platforms to do marketing. It is a popular site which allows users to post

videos, other users can simply watch the videos for free. Over the past years, YouTube has

gained popularity in digital marketing. The purpose of this study is to explore that how YouTube

marketing influences the behavior of millenials consumer.

According to the related literature, in digital

marketing, consumers influenced and changed the way of making their purchasing decisions, as

compare to traditional marketing approach. In a Defy Media survey, 63 percent of those aged 13-

24 confirmed that they were seeking a brand or a product that a YouTube content maker

recommended, while just 48 percent said the same for a movie or a TV star [ CITATION

Arn17 \l 1033 ]. In another study conducted by University of Twente among teenagers who

frequently watch YouTube, a majority of respondents acknowledged that they feel interested in

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"what older YouTubers have to say about subjects" as it helps them form their own perspectives

and views of the world on subjects like fashion , style, sports, relationships and conflict

management [ CITATION Wes16 \l 1033 ].

YouTube is an attractive platform for marketers (Millers,2011). As per an

article, many millenials agreed that YouTubers are setting more trends these days than the

traditional celebrities. In addition, 70 percent of subscribers claimed that YouTube's personalities

influence and shape the modern culture and 60 percent claimed that they make buying decisions

based on their favorite YouTube stars recommendation over a TV or movie stars

recommendation [ CITATION Arn17 \l 1033 ]. Another study conducted by a student of

National College of Ireland, resulted that millenials regularly try their peers' feedback by

watching a number of user generated content on YouTube. One of the key results showed that

when it comes to making buying decisions millenials trust people over brands. The research

indicated that advertisers restructure marketing strategies, focused at millenials or post-millenials

[ CITATION OCo16 \l 1033 ]. YouTube personalities' popularity may fall flat with older

generations, who remain less connected to YouTube content, preferring traditional forms of

media like newspapers and televisions. But it's at an all-time peak, with millenials. The two main

gaps were noticeable. Although this social media site has been widely embraced by the industry,

academic research on YouTube have fallen far behind. Just a small number of studies in

scientific literature have been carried out to directly investigate the YouTube usage and

marketing. The studies were mostly conducted in European regions as compared to Asian

regions.

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Discussion

This study started with the following research question: How does YouTube marketing influence

millenial’s consumer behavior? The aim of this study was to explore that how YouTube

marketing affects the behavior of millenials consumers. YouTube is one of the innovative

platform for marketing among the various current social media platforms. Digital marketing has

become increasingly popular with YouTube in recent years. The digital marketing has changed

their approaches and strategies. According to different studies Millenials have an approximate

annual direct spending of 1.3 trillion dollars. This amount rises significantly as it hits its peak

purchasing power. Millennials are predicted to surpass the baby boomer generations in the

United States by 2030 [ CITATION Bar14 \l 1033 ]. Many studies proved that YouTubers play a

significant and main role in marketing and the old traditional marketing is lagging behind. The

63% of those aged 13-24 in a Defy Media survey confirmed that they are searcher of a brand or

product recommended by YouTube content while 48% said the same thing to a movie or TV

celebrity [ CITATION Arn17 \l 1033 ]. The other study by a student from the National College

of Ireland led to one of the significant finding that when it comes to purchasing decisions

millenials trust people over brands. Analysis reveals that marketing campaigns based on

millenials or post-millenials are restructured by advertisers [ CITATION OCo16 \l 1033 ].

YouTube popularity may fall flat with older generations, who remain less connected to YouTube

content.

Theory of Media Richness

The theory of media richness by Daft et al. (1987) describes various means of

communication media as having specific characteristics which determine its ability to convey

information, ranges from low to high. The theory of media richness primarily focuses on two

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factors: variety of cues and the immediate feedback. For a communication medium, the multiple

cues are a vital consideration: they contribute to the different ways in which a message is

conveyed, for example through nonverbal cues such as facial gestures and verbal cues such as a

vocal tone [ CITATION Rod17 \l 1033 ].

Daft et al. (1987) developed the hierarchy: (i) immediate

availability of feed-back; (ii) the medium's capacity to transmit multiple cues; (iii) the use of

natural language; and (iv) personal focus. The richest communication is face-to-face, followed

by video, voice and text, according to the above hierarchy. Brunell (2009) suggests that quality,

timeliness, value and comprehension of the information are needed to ensure the consumers

intention to purchase [ CITATION Has20 \l 1033 ]. In the current study, according to the theory

of media richness, YouTube site fulfill all its hierarchical factors like feedback through

comments likes dislikes, verbal non-verbal expressions through videos, any language can be

used. Many researches showed that these factors led to increase the loyalty and purchasing

intentions. Therefore the consumers are more prone to purchase from this platform. In the study

of Teo, Leng and Pua (2019), apart from the communication media they demonstrated that image

quality also has an important impact on consumer buying intent. From an online business point

of view, an improved company-consumer interface is the best approach to developing electronic

market strategy. They showed that media richness (multitudes of cues, immediate feedback,

personal attention and linguistic variety) increase customer loyalty [ CITATION Has20 \l 1033 ].

In this case, a good positive relationship for buying intention among customers is expected to be

established with YouTube catchy visuals and excellent engaging options available on its website.

Further researches are recommended to conduct over different regions of the world to explore

more about this social site that covers all marketing and networking factors.

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Case Study

The unique concept of “Cover Me By Tui”, a breathable, one-piece, post-

surgical pet garment, was introduced by Tulane's Closet. By means of video advertising on

YouTube, it helped its potential buyers, to decide why this product is better for their pets. They

can see and understand that entire how it works, how to put on, how simple and convenient it is.

And video advertisements allowed the brand to find the right customers -people searching for

animal products, veterinarians and pets. The brand now sells to more than 500 veterinarians

worldwide and has almost doubled annually since they began on YouTube. The brand is one of

the most common dog-cone alternatives with the aid of YouTube [ CITATION 8Yo18 \l 1033 ].

Conclusion

The aim of the study was to explore that how YouTube marketing influences the behavior

of millenials consumer. The literature and results showed that YouTube is a platform that contain

videos, post, advertisements, comments, likes, dislikes. Millenials received information about

new products, services brands, motivation and suggestions through YouTube videos they have

watched. Such YouTube information is partly a reflection of young people's choices as

consumers. Millenials attracted to YouTube content, their catchy visualization, bloggers

recommendations of products that makes marketing more affective. Regarding this study, there

were also some limitations. The literature was not more directly about YouTube marketing. The

previous studies are conducted mostly in European regions. The interview was not conducted by

well known YouTubers. This would have been a positive contribution and a new insight to the

study. AdBlock 's research into the future is another good research into the topic of YouTube

marketing and how companies can reach new customers through YouTube ads. In short, it is a

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tool that stops your browser from showing any advertisements. AdBlock users can choose where

and when to view the advertisements. Researching how customers interested in using tools like

AdBlock to block ads and how this could affect the businesses, such as YouTube and YouTuber,

which earn revenue from advertisement and marketing.

References

8 YouTube case studies for a better understanding of the platform. (2018). Retrieved from Social
Samosa: http://www.socialsamosa.com/2018/02/youtube-case-studies/

Arnold, A. (2017, June 20). Forbes. Why YouTube Stars Influence Millennials More Than
Traditional Celebrities .

Barton, C., & Koslow, L. (2014, January 15). How Millennials Are Changing the Face of
Marketing Forever. Retrieved from Boston Consulting Group:
https://www.bcg.com/publications/2014/marketing-center-consumer-customer-insight-how-
millennials-changing-marketing-forever.aspx

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Hasima, M. A., Shahrinb, M., & Wahid, R. A. (2020). Influences of Media Richness on
Instagram towards Consumer Purchase Intention: The Mediating Effect of Brand Equity.
International Journal of Innovation, Creativity and Change .

O'Connor, F. (2016). ‘MILENNIALS & YOUTUBE’ An Investigation into the Influence of

UserGenerated Video Content on the Consumer Decision Making Process. Dublin.

Rodriguez, P. R. (2017). Effectiveness of YouTube Advertising: A Study of Audience Analysis.

Rochester Institute of Technology: RIT Scholar Works.

Stokes, R. (2011). Emarketing: The Essential Guide to Digital Marketing. South Africa: Quirk
Education.

Westenberg, W. (2016). The influence of YouTubers on teenagers : a descriptive research about

the role YouTubers play in the life of their teenage viewers.