Abstract
- Social media, notably YouTube, which has developed rapidly since its founding in 2005, is having an impact on people all around the world. YouTube significantly impacts people worldwide today by providing the most online income to YouTubers. Since 2007, YouTube has been magnifying its growth through Google, with YouTubers putting their videos on their channel to attract millions of viewers, and many subscribers are willing to continue watching their videos since they like the YouTube channel. In this way, they convert their subscribers and viewers into customers. Viewers can see the ads about the stores they post on the YouTube channel and the products they introduce by clicking on that ad link and buying their products online. Today, e-commerce is on the rise due to social media and so-called e-commerce websites. This data outcome allows customers to order their products online. The impact of YouTube usage on marketing communications attitudes and brand predictions, as well as a method of assessing the influence of usage and demographic characteristics on approach affiliation, is investigated in this study. A questionnaire survey of 200 people was undertaken, and the presumptive relationships were examined using structural equation models. The result of this study indicates a positive relationship between the effects of usage characteristics and brand selections as a result of YouTube business as well as communication usage. This data contributes to the constrained YouTube assessment of attitude-to-advertising theory in small countries. By identifying online application components and their effect on brand choices, research assists in bridging the theoretical-professional coaching gap. Research that helps companies educate young people on how to create the most attractive video-sharing platforms and efficient marketing communication strategies is possible in a healthy way. Keywords: YouTube, Merchandising Platf
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