The role of YouTube advertisement in consumer buying behavior towards FMCG Product (KEY IJP************923)

• Ritik Raushan

Abstract

This thesis looks at how customersdecisions to buy fast-moving consumer goods (FMCG) are influenced by YouTube commercials. In the dynamic world of digital marketing, marketers seeking to engage and influence modern customers must grasp the effectiveness of ad platforms like YouTube. This study uses a theoretical framework that combines the AIDA model, the Elaboration Likelihood Model (ELM), and the Theory of Planned Behaviour (TPB) to examine how viewers are drawn in, interested, made to desire to act, and motivated to act by YouTube commercials.This thesis examines the impact of YouTube advertising on consumersdecisions to purchase fast-moving consumer goods (FMCG). To effectively engage and impact contemporary consumers in the ever-changing landscape of digital marketing, marketers need to understand the power of ad platforms such as YouTube. This study looks at how YouTube adverts pique viewerscuriosity, create a desire to act, and encourage them to act using a theoretical framework that integrates the AIDA model, the Elaboration Likelihood Model (ELM), and the Theory of Planned Behaviour (TPB).Among the ramifications for marketers are techniques for optimizing advertising ROI in the FMCG sector, making use of audience data, and improving YouTube advertising campaigns. The study provides helpful guidance for marketers that want to take advantage of YouTube's ability to boost revenue and customer engagement in addition to theoretical advancements in our understanding of consumer behaviour in the digital age. This study explores how YouTube advertising influences customer purchasing decisions with a particular emphasis on Fast Moving customer Goods (FMCG) goods. This study attempts to shed light on how well YouTube ads affect consumer preferences and purchasing decisions in order to shed light on how the field of digital marketing is changing.