• Manzurfatema Patawat
• Dr. Swati Dave

Humans process visual stimulation at lightning speed – this fact is the reason why video advertising is considered to be the most effective form of advertisement. YouTube is one of the most prominent platforms for the same. Without having a YouTube Premium account it is almost impossible to stream a video on YouTube without seeing an advertisement. Although most of the viewers dislike any kind of advertisements, they unconsciously consume information about products and services which sometimes can also influence their present or future buying behaviour. This paper will discuss the findings of some of the research that has been done pertaining to YouTube advertising value – positive and negative. Along with it, based on the findings of the available research, this paper will also shed some light on how the reactions to YouTube advertisements differ according to the different demographic characteristics of the viewers.

advertisement, advertising value, viewers, YouTube, Youtube advertising

"Beyound Clicks and Views: A Comprehensive Evaluation of the Effect of YouTube Advertising on Purchase Intentions of Viewers.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 8, page no.b278-b285, August-2023, Available :http://www.jetir.org/papers/JETIR2308135.pdf

"Beyound Clicks and Views: A Comprehensive Evaluation of the Effect of YouTube Advertising on Purchase Intentions of Viewers.", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 8, page no. ppb278-b285, August-2023, Available at : http://www.jetir.org/papers/JETIR2308135.pdf