Effectiveness of YouTube advertisement among viewers in Chennai City
Keywords:
YouTube, viewers, YouTube advertisement, viewers behavior, viewers perception, digital platformAbstract
Nowadays digital platform plays a prominent role in marketing. The transition from traditional marketing methods to modern marketing tools drastically changed the behavior of the viewers in their purchase decision. Outreach of a product is much more in online advertisements. Facebook, YouTube ,Instagram has created a wider platform for online advertisement . This study aims at analyzing the factors which influence the viewers of YouTube on their purchase decision. This study also aims at understanding the perception of the viewers towards YouTube advertisement. The study was conducted with the help of a structured questionnaire and sample size used for the study is 100.The statistical tools used for the study are percentage analysis, weighted average, One way ANOVA and factor analysis. This study helps to find out the the effectiveness of YouTube advertisement. This study suggest that most watched videos should be chosen for giving ads so that numerous viewers watch the advertisement effectively. Efforts can be taken by the advertisers for creating interest level among viewers so that viewers spend their time in watching the videos without skipping the ads.
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