YouTube Advertisements: A blessing or a curse? Generation Z’s perspective about YouTube Advertisements

Abstract

The research studied impact of informativeness of YouTube ads on purchase intention of consumers, incorporating two moderators, irritability and entertainment and trendiness. The sample consisted of generation Z and the study focused on how generation Z perceives YouTube ads. For the purpose of data analyses AMOS software was used. Confirmatory factor analysis and structural equation model was incorporated in the study. The results depicted that Ad informativeness has a positive relationship with the purchase intention of the product or service being advertised (H1). The extant literature supports the result as it states informativeness has a positive relationship with purchase intention due to the fact that messages that are of high quality are more prone to cultivating the purchase impulse for consumers to purchase the product being advertised (Tan, 2021). If the advertisement is informative it will have a positive and significant impact on consumer’s purchase intention. There were two moderators being studied in the research, irritability and entertainment and trendiness.