The Power of Social Media Advertising: Analyzing the Impact of YouTube and Instagram on Consumer Behavior

Abstract

The advent of social media has revolutionized how businesses connect and interact with their target audience. Platforms like YouTube and Instagram have gained immense popularity as channels for promotional activities. This research delves into the examination of the influence exerted by advertising on YouTube and Instagram on consumer behavior. The research methodology encompassed a comprehensive survey involving 500 participants who had encountered ads on either YouTube or Instagram over the last six months. The survey aimed to gauge the efficacy of these platforms concerning brand recognition, propensity to make a purchase, and their overarching impact on consumer actions. The findings unveiled a positive correlation between advertising on both YouTube and Instagram and the augmentation of brand recognition, as well as the stimulation of purchase intent. Nonetheless, it was discerned that consumers responded distinctively to each platform. Instagram advertisements showcased a greater proficiency in amplifying engagement and purchase intent, whereas YouTube advertisements exhibited superior capability in bolstering brand recognition. These conclusions underline the importance for businesses to meticulously weigh their choice of platform for advertising campaigns, considering their marketing objectives and target demographic. This study imparts invaluable perspectives on the potency of social media advertising and its sway on consumer behavior.

Keywords: Social Media Advertising, YouTube, Instagram, Consumer Behavior, Brand Awareness, Purchase Behavior, Marketing Effectiveness, Consumer Engagement, Consumer Psychology

View PDF