A Study of the Impact of Youtubers' Advertising Endorsement on Instagram towards Young Adults Purchasing Decisions

Low, Ying Li (2023) A Study of the Impact of Youtubers' Advertising Endorsement on Instagram towards Young Adults Purchasing Decisions. Final Year Project (Bachelor), Tunku Abdul Rahman University of Management and Technology.

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Abstract

Youtubers’ endorsement is playing an important role in this society by grabbing the attention of young adults to look into their posting and follow them. Using Instagram to follow Youtubers turns into an indispensable aspect of young adults’ everyday lives because they are seeing the Youtubers’ Instagram to entertain themselves and gain product or brand knowledge. Furthermore, Youtubers’ advertising endorsement on Instagram can certainly change the purchasing decisions of young adults because they would like to see the recommended post on Instagram. It can save them time by conducting research and reviewing the products from online webpages. The objective of this study is to find out the impact of Youtubers’ endorsement on brand awareness, to investigate how the character of Youtubers affect young adult perceptions and to analyse the effectiveness of Youtubers' endorsement on Instagram towards young adults’ purchasing decisions. The researcher examined the impact of Youtubers’ advertising endorsement on Instagram towards young adults’ purchasing decisions as communication tools through the use of qualitative research. Interviews were conducted to gather all the data and information about the topic. The researcher communicated with the audiences face to face via the Zoom platform. The findings of this study showed that face to face and the Zoom platform provided good communication with the respondents