The Impact of Shopee Youtube Advertising on Young Adults' Purchase Intention

Chia, Hui Yuan (2022) The Impact of Shopee Youtube Advertising on Young Adults' Purchase Intention. Final Year Project (Bachelor), Tunku Abdul Rahman University College.

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Abstract

Online advertising has been growing rapidly these days due to technological revolution and the growth of social media platforms. Hence, the audiences are being exposed to advertisements easily when they are browsing through social media platforms such as Facebook, YouTube and Instagram. This research aims to find out the impact of Shopee YouTube advertising on young adults’ purchase intention. It also investigates the effectiveness of Shopee advertising in other social media platforms and measures the creativity in Shopee YouTube advertising. The quantitative method of online survey was conducted in this research by obtaining 100 responses from the young adults in Malaysia. Through the findings, it revealed that the Shopee YouTube advertising is able to influence the young adults’ purchase intention. The findings indicate that the young adults prefer to watch Shopee advertisements on other social media platforms as compared to YouTube. However, they do pay more attention to Shopee YouTube advertising. The findings also show that the creativity elements in Shopee YouTube advertising such as visual, music, storyline, visual effects, and spokesperson do attract them to watch the advertisements. Among the creativity elements, music attracts young adults the most. This research is beneficial for the advertisers and marketers as the findings show the impact and effectiveness of YouTube advertising. Additionally, this research reveals the responses of young adults towards the creativity of Shopee YouTube advertising.