YouTube is limitless for Advertising and Marketing. According to researchers, YouTube is the number one social media platform for discovering to measure the buyer’s behaviour and product conversions. YouTube outperforms all other social media websites like Facebook, Twitter, and Pinterest on regulating buyers behaviour.
According to Pawer (2016) customer behaviour is based on consumer buying behaviour, as they play all three distinct roles of user, payer and buyer. Consumer buying behaviour has become an integral part of strategic market planning. Therefore, with over 1 billion hours consumed every hour on this platform, brands should take full advantage of the available ad campaigns.
JAG 2018 states that YouTube is completely changing the consumer buying behaviour and making decisions to buy the products of the brands featured. An enormous 74% of product promotions are explained through video ad campaigns on YouTube. The positive impact of driving sales through the medium of online video campaigns can be observed. Hence, justify YouTube video ad campaigns as greatly influencing the consumers behaviour of buying.
Attitudes are learned from;
1. The initial shift from no attitude to some attitude towards a brand. User’s have the ability to learn about the advertised good and engage in the change of attitude, while YouTube reports the time spent watching the ad.
2. Favourable attitudes towards a brand can be the result of satisfaction from previous products that the brand has created. YouTube serves the video ads to match the targeted consumers, therefore the audience might show interest in watching the ad as it may be relevant to them due to previous audience intended content.
3. User’s form attitudes based upon their own knowledge and beliefs. Motivation, perception, beliefs, attitude, and learning known as psychological features drives audiences to be motivated to buy a product. Furthermore, YouTube marketers have the ability to understand the audiences values, hopes, manners, and conceptions where the consumer believes as a Cultural factor are learned by the environment and location they live.
The Fishbein Model
The Fishbein Model originated from the researcher aligning attributes together where the beliefs of an object in conjunction with the evaluation of each attributes lead towards the attitude of the object resulting into the behaviour of purchase.
The extended Fishbein model – theory of reasoned action
The theory of reasoned action has several important additions and according to Minaiard 1981, in his examination of the fishbein model, the model has been used in a variety of contexts that justifies good performance in predicting behavioural intentions.
In order for YouTube to gain a better understanding of the audience predicted behaviour, the marketers of ad campaigns must use the theory of reasoned action as it contains several important additions to the diagram above, including:
– Intentions vs behaviour
– Social pressure
– Attitude towards buying
Intentions vs behaviour
YouTuber’s who share their conviction in videos such as “try on hauls” is a great example of this. Brands team up with YouTube influencers who will purchase or receive a range clothing or accessories from a particular brand and will share them with their following. The brand will benefit from negotiation of price, showcasing the items, sizing and the styling.
Social pressure
YouTube Influencer marketing can easily increase both sales and ROI of a company. The Number of Videos views are the critical factors that drive more sales and conversation on YouTube. A great example of this is when beauty brands use known Youtube influencers to promote their brand and encourage consumers to purchase their product to “get the look”. For Example, YouTube star “Nikkie Tutorials” is known as one of the biggest beauty influencer. She has 11,933,202 YouTube followers and 1,052,791,777 views for her YouTube channel.
Attitude towards buying
From what used to start out as having to sit in front of a TV for commercials to change the consumers attitude towards buying has now changed in today’s advertising techniques. YouTube is readily available for a chosen product review or rating, thus, changing our attitude towards buying in seconds. How- to, unboxing and entertaining videos all have an impact on consumers purchasing decisions.
How-to videos: brands sometimes release how to videos promoting their range of products used while influencers dissect their video into reviewing and using new product in the market (like the video above).
Unboxing/review videos : influencers usually buy new, hyped products and go through the steps of unboxing the object and reviews it.
Entertaining videos: there are a number of different fields of entertaining videos that depend on the purchasing decision. For example, food related videos such as “epic meal time”.
References
Blog.scrunch.com. (2019). What Is A Try-On Haul And Why Should It Be In Your Influencer Marketing Strategy. [online] Available at: https://blog.scrunch.com/what-is-a-try-on-haul-and-what-are-the-benefits-to-your-influencer-strategy
JAG (2018). How YouTube Is Changing The Consumer Buying Behavior | Reelnreel. [online] ReelnReel. Available at: https://www.reelnreel.com/consumer-buying-behavior/
Miniard, P. and Cohen, J. (1981). An examination of the Fishbein-Ajzen behavioral-intentions model’s concepts and measures. Journal of Experimental Social Psychology, 17(3), pp.309-339.
Pawar, S. and Naranje, S. (2016). A Study on Factors Influencing on Buying Behaviour of Customers. Research Journal 2015- Institute of Science, Poona College of Computer Sciences, (2394-1774 Issue II), p.3.
Yang, K., Huang, C., Yang, C. and Yang, S. (2017). Consumer attitudes toward online video advertisement: YouTube as a platform. Kybernetes, 46(5), pp.840-853.