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YOUTH AND YOUTUBE ADVERTISEMENTS A CRITICAL ANALYSIS OF PURCHASING BEHAVIOUR OF UNIVERSITY STUDENTS IN PAKISTAN

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08 Pages : 75-92

http://dx.doi.org/10.31703/gesr.2023(VIII-I).08      10.31703/gesr.2023(VIII-I).08      Published : Mar 2023

Youth and Youtube Advertisements: A Critical Analysis of Purchasing behaviour of University Students in Pakistan

Abstract

    The aim of this study is to analyze the influence of celebrity endorsement, music and slogans in YouTube ads on the purchasing intention of the university students of Lahore. A questionnaire was designed to get the data regarding this consideration topic; consisted on convenience sampling. The data was gathered from 120 students of four main universities in Lahore. The ages of the respondents were 18 to 30. The targeted students were registered in different undergraduate programs in the private sector universities of Lahore, Pakistan. The AIDA model was used to analyze the collected data. The findings suggest that in spite of the celebrity endorsed YouTube advertisements, use of catchy music and slogans, the respondents don’t purchase the products on behalf of these aspects. Furthermore, the YouTube ads are failed to play a favorable part to influence the consumers towards purchase intention after watching the YouTube ads.

    YouTube, YouTube Advertisements, Students Purchasing Intention, Celebrity Endorsement, Music, Slogans

    (1) Usama Bin Saleem
    Lecturer, Department of Media Studies, University of South Asia, Lahore, Punjab, Pakistan.
    (2) Tanveer Hussain
    Assistant Professor, Department of Communication and Media Research, School of Communication Studies, University of the Punjab, Lahore, Punjab, Pakistan.
    (3) Zafar Iqbal Bhatti
    Assistant Professor, Department of English Linguistics, University of Management and Technology, Lahore, Punjab, Pakistan.
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Cite this article

APA

    APA : Saleem, U. B., Hussain, T., & Bhatti, Z. I. (2023). Youth and Youtube Advertisements: A Critical Analysis of Purchasing behaviour of University Students in Pakistan. Global Educational Studies Review, VIII(I), 75-92. https://doi.org/10.31703/gesr.2023(VIII-I).08

CHICAGO

    CHICAGO : Saleem, Usama Bin, Tanveer Hussain, and Zafar Iqbal Bhatti. 2023. "Youth and Youtube Advertisements: A Critical Analysis of Purchasing behaviour of University Students in Pakistan." Global Educational Studies Review, VIII (I): 75-92 doi: 10.31703/gesr.2023(VIII-I).08

HARVARD

    HARVARD : SALEEM, U. B., HUSSAIN, T. & BHATTI, Z. I. 2023. Youth and Youtube Advertisements: A Critical Analysis of Purchasing behaviour of University Students in Pakistan. Global Educational Studies Review, VIII, 75-92.

MHRA

    MHRA : Saleem, Usama Bin, Tanveer Hussain, and Zafar Iqbal Bhatti. 2023. "Youth and Youtube Advertisements: A Critical Analysis of Purchasing behaviour of University Students in Pakistan." Global Educational Studies Review, VIII: 75-92

MLA

    MLA : Saleem, Usama Bin, Tanveer Hussain, and Zafar Iqbal Bhatti. "Youth and Youtube Advertisements: A Critical Analysis of Purchasing behaviour of University Students in Pakistan." Global Educational Studies Review, VIII.I (2023): 75-92 Print.

OXFORD

    OXFORD : Saleem, Usama Bin, Hussain, Tanveer, and Bhatti, Zafar Iqbal (2023), "Youth and Youtube Advertisements: A Critical Analysis of Purchasing behaviour of University Students in Pakistan", Global Educational Studies Review, VIII (I), 75-92

TURABIAN

    TURABIAN : Saleem, Usama Bin, Tanveer Hussain, and Zafar Iqbal Bhatti. "Youth and Youtube Advertisements: A Critical Analysis of Purchasing behaviour of University Students in Pakistan." Global Educational Studies Review VIII, no. I (2023): 75-92. https://doi.org/10.31703/gesr.2023(VIII-I).08