The purpose of this study was to find the extent of a correlation and/or a relationship between generation and the impact of online food ordering ads on YouTube. A correlation analysis was conducted that confirmed a direct relationship between informativeness and generation. They also observed the responses of Generation X and Generation Y towards YouTube advertisements.
Technology has evolved over the years, and social media has become the new norm of communication. Traditional advertising no longer has the same effect on buyers because of these changes. Marketers are now finding new ways to indirectly push sales through social media content. YouTube is a social media platform that is full of informational and entertaining content. Marketers recognize that this is the kind of content that attracts consumers and pushes them further down the funnel.
The researchers surveyed 260 participants from Bengaluru City in Karnataka, India. Each participant answered yes, no , or maybe questions about how YouTube ads affect them and their consumer behavior. From these responses they put together percentages that showed the variables surrounding the effectiveness of YouTube ads on each generation. These variables include informativeness, attractiveness, choice of app, price & discounts, preference of cuisine, and temptation. SPSS Software was used to show correlation between these variables.
The overall result of the study is that Generation X is affected more than Generation Y by YouTube ads. Generation X sees the ads as more informative than Generation Y, but Generation Y saw the ads as more attractive than Generation X. The SPSS correlation analysis showed that the informativeness of an ad has a direct relationship with YouTube ad effectiveness as opposed to the other variables having an indirect effect on consumer behavior. This research gives insight to the different aspects of purchase behavior and how these advertisements directly or indirectly affect them. From the information gathered, we are another step closer to figuring out what advertising works and what doesn’t. These kinds of studies are important for that exact reason. Nothing in this world ever stays the same, especially in marketing and communications, therefore there will never be a set, step-by-step answer to what works and what doesn’t. That’s why it’s important that researchers continue to run these kinds of studies to keep up with this constantly changing world and consumer attitudes. Every step forward matters.