Abstract:
YouTube (YT) is the largest global digital video information and communication
technology (ICT) channel and has become an important channel for companies and
their brands to reach younger target markets with their marketing communications
(MC). Therefore the organizations and their brands have allocated large amount of
money to YouTube Marketing Communication, but without knowledge of the attitude
phases that lead up to financial purchase or ultimate behavioural outcomes, especially
among young consumers. To face this problem, this study to investigate the impact of
traditional attitudinal relationships (liking impact on preference, awareness impact on
knowledge and purchase intent impact on purchasg) and non-traditional attitudinal
relationships (knowledge impact on preference and pr"f.r".t." impact on purchase) due
to YTMC among the millennials cohort in the Eravurpattu Division in the Batticaloa
District.
Data were collected using a questionnaire survey method. Questionnaires were issued
to 400 millennials' living in the Eravur Pattu Division and 350 questionnaires received
from them, after the elimination only 300 respondents was analyzed.In this study, the
statistical tools used to analyze the levels of variables were measured by univariate
analysis, while relationships were measured by Pearson correlation, and the impact was
measured by linear regression.
The study found that YTMC had a positive effect on all of the traditional and nontraditional attitudinal relationships. The most favorable attitudinal responses were
evident among gender, age group, access via computer and mobile devices, longer
usage length (in years), higher log-on frequencies, md higher log-on duration.
Organizations should review their YTMC strategies to take cognizance of the positive
attitudinal relationships and demographic variables identified by this research when
targeting millennial consumers.
