Authors: Mandeep Kaur, Dr joe Christy N
Abstract: The rapid growth of social media platforms has transformed consumer buying behavior, with YouTube emerging as one of the most influential digital marketing channels. This research paper examines the impact of YouTube on consumer purchase decisions through a data-oriented approach. The study analyzes how YouTube advertisements, influencer marketing, product reviews, unboxing videos, and user-generated content affect consumer awareness, purchase intention, and actual buying behavior. Secondary data from recent empirical studies and industry reports are used to evaluate consumer responses toward YouTube-based marketing strategies. The findings reveal that YouTube significantly influences consumer decision-making, particularly among younger audiences such as Generation Z and Millennials. Factors such as content credibility, emotional engagement, influencer trustworthiness, and video quality positively affect purchase intentions. The study concludes that YouTube has become a powerful tool for marketers in shaping consumer attitudes and driving purchasing decisions.
