Vol. 9, Issue 6, Part E (2023)

As the world is moving towards digitalization, brands have also evolved with time, in terms of their marketing strategies. YouTube is a very common & extensively used platform for well established brands to market their product. A lot of deliberation has been done on the question, i.e., do these advertisements actually drive sales / drives customer to purchase the product, or does it simply create awareness about the product & the brands. YouTube is the second most visited website globally, after Google search. This gives a concrete platform for brands to showcase their products & reach out to a large number of audiences.

This research aims to study the effectiveness of these advertisements in driving customers towards purchase decision. Various factors such as the content, audio / visual, performing artist, product information etc is taken into consideration while measuring the effectiveness of YouTube ads. This research will be beneficial for brands in understanding whether YouTube platform is an appropriate mode of marketing their product or not, given their objective is to increase sales.