YouTube's Impact on Gadget Buying Behaviors of Generation Z | Chapter 5 | An Overview on Business, Management and Economics Research Vol. 5

 This unit explores about YouTube's impact on Generation Z's purchasing behavior, surveying 200 shareholders to examine demographics, believing habits, and trust in YouTuber reviews. Results focal point YouTube's pivotal role; 51% base purchases on reviews, 82.5% find bureaucracy crucial, and 60% strongly trust YouTubers. Positive comments considerably impact interest, scoring 64.80. Factors influencing purchasers include product value (62.73%) and influencer credibility. These judgments stress ethical influencer cooperations and cost-effective marketing. As friendly media evolves, YouTube debris vital for brands connecting accompanying Generation Z.

Author(s) Details:

D. Ganesan,
Department of Management Studies, Sona College of Technology, Salem - 636005, India.

G. Jaiganesh,
Excel Instruments, Dias Industrial Estate, Sativali Naka, Vasai East, Palghar 401208, India.

Please see the link here: https://stm.bookpi.org/AOBMER-V5/article/view/12426