Abstract
The aim of this study is to analyze the influence of celebrity endorsement, music and slogans in YouTube ads on the purchasing intention of the university students of Lahore. A questionnaire was designed to get the data regarding this consideration topic; consisted on convenience sampling. The data was gathered from 120 students of four main universities in Lahore. The ages of the respondents were 18 to 30. The targeted students were registered in different undergraduate programs in the private sector universities of Lahore, Pakistan. The AIDA model was used to analyze the collected data. The findings suggest that in spite of the celebrity endorsed YouTube advertisements, use of catchy music and slogans, the respondents don’t purchase the products on behalf of these aspects. Furthermore, the YouTube ads are failed to play a favorable part to influence the consumers towards purchase intention after watching the YouTube ads.
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