YouTube's Impact on UK Youth Purchasing Decisions: A Marketing Report

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Section One: Title, objective, responsibilities
Title - YouTube - Global Brand And Challenges On Purchase Decision On Youth People In UK.
Research aim- The aim is to identify the impact of YouTube and its challenges on the
purchasing behaviour of youth in the UK.
Objective-
1. To determine the impact of YouTube on the purchase decisions of youth in the UK.
2. To analyze the challenges faced by the youth at the time of making purchase-related
decisions.
3. To analyse the purchasing decisions of the youth towards global brands.
Research questions-
1. Does YouTube impact significantly on the buying behaviour of the youth in the UK?
2. What are the challenges faced by the youth due to YouTube at the time of
purchasing a product?
3. The challenges faced at the time of purchasing a global brand?
Section Two: Reasons for choosing this research project
The research study is on the topic of YouTube global brand and challenges on purchase decision
on youth people in the UK; this topic is chosen for so many reasons. The first reason is the
tremendous increase in the usage of digital technology and its impact on the youth. The people
are shifting their lifestyle from offline to online mode, everything is available online no need to
search for the local shops that have limited stocks available. The market for e-commerce is the
highest growing market with huge investments of big brands. These online applications or social
media applications not only entertain the youth and adults but also influence their purchasing
behaviour and their buying abilities.
Section Three: Literature sources searched
According to Kim (2015) Global brands not only use YouTube but also use other social media
applications for promoting their brands online, the brands also use the most effective way to
communicate live through the social media applications, and thus the feedback and reviews can
be known easily through this interaction giving the brand the idea of consumer reaction. The
frequency of social media usage clearly defines the audience quantity which is not restricted to
geographical boundaries.
Hajli (2014) this study aims to identify the advantages of YouTube to business and it describes a

multidisciplinary model which is now accepted by the SEM-PLS, this model says that social
media has played a major role in developing the e-commerce market, this is very influential tool
that impacts the behaviour at mass and makes the people buy the respective product.
According to the Sivasankaran (2013), digital technology is the buying and selling of the
products, information through the computer networks or the internet. The e-commerce and the
digital technology has changed the business models of the company, customer base, scope of
operations, revenue streams etc. the buying behaviour of the consumer plays a dominant role in
the youth especially. The major attraction is the social media applications that have a high
influence among the users that affects their choices and preferences in everything they buy.
Elkin et al. (2012) the aim of this research was to analyze the use of global cigarette brands after
seeing the videos and images on YouTube. The research found that the internet is the appropriate
medium for promoting tobacco brands, especially in youth. And since there is no international
regulatory body for governing the online content so the unfavourable and harmful brands 163
companies are also promoted and are directly affecting the world population. The government
should remove the pro-tobacco information and videos from YouTube.
Wen and Song (2017) state that there are 500 companies in Forbes that use YouTube to promotes
their brands and they use YouTube to increase their goodwill by advertising for their CSR
activities at the global level. The results showed that the communication and advertisement of
CSR activities through digital media is the most effective way to establish personalized
relationships with the brands. Also, the controversial aspect of YouTube gains highest popularity
within hours that is enough for making a product sensational or dropping the popularity
negatively.
Vernuccio (2014) this study focus of this study is to identify the strategic approaches of the
global brands in communicating through social media especially YouTube, this study included
the research on 60 globalized brands that provided data for cluster analysis. This research
analyzed four clusters that build interaction and communication with prospective customers
through social media applications.
Verhellen et al. (2013) this study explores the new area of marketing the brands through the
online video sharing application. The companies use world-famous celebrities to endorse their
products by making videos on YouTube, making them viral for a worldwide audience. Thus the
research analyzed the effect of celebrity endorsement on YouTube vs. the non-celebrity
endorsements. The study focused on both the endorsement on YouTube and the offline mediums
for promotions. And the result was that the YouTube mode is very much influential than the
offline modes.
According to Guo (2011), the research paper states that through social media and YouTube
sponsorship the branding of international companies affected in a favourable manner and

sometimes in a very negative effect which have led to the dropping of their goodwill of the
company largely. This medium has made global brands compete and survive in the international
market.
Okazaki and Taylor (2013) the main focus of this study is to find the theoretical basis that can be
used for international promotions through social media applications, thus the social media
applications have three bases that are unavailable in another medium of promotions i.e. high
global reach or networking capability, ability to transfer images and videos and personal
extensibility. Each and every one of these three perspectives requires theoretical knowledge,
practicality and current data and challenges in the near future.
Meenaghan et al. (2013), this research paper focuses on the changes that are occurred due to the
sponsorship of big brands on social media platforms, majorly through YouTube. Where the
findings were that the strategies to sponsor have been changed now the way they address the
stakeholders, the challenge is to address the whole group of stakeholders through this social
media platform. The second challenge is that there is an increase in the use of social media
platforms and a simultaneous increase in the increasing competition in the ability to gain the
attention of the targeted audience.
Chan-Olmsted et al. (2011), this research paper focused on the branding and its challenges
through social media, since the internet usage is growing so does the complexity in marketing
and sponsoring the products online is increasing, through the arrival of web2.0. With the social
media, there are 3 things that are achieved connectivity with customers personally, interactively
and connecting with all the audience at a time together.
Hennig-Thurau et al. (2010), this study explains that in the past recent years the media channels
such as YouTube, Facebook help the brands to achieve more market share as these market
players can now reach the to all the parts of the world at any point of time. The YouTube
channels are threats to the company that are already big market leaders, a small controversy can
affect the goodwill of the company but also provide large opportunities for growth and new
product development.
Payane et al. (2011) this study experimented on the impact a video on YouTube can make so the
research team created a spoof video and the audience watched the video and reacted is equal to
the marketing success of gaining attraction, this means that companies can use this as a
marketing tool to increase their customer base.
Fotis (2012) the research paper shows that people use social media and YouTube before they
travel for holidays and after the holiday. The surfing of YouTube before the holiday to see the
reviews, the place where they desire to visit and making reviews after they experienced the place
inspiring others to or not to believe in the travelling applications and as it is user-generated
information more people trust this information.

Mir and Ur Rehman (2013) this showed that social media have changed the communication
scope and limitations, the information generated from users end is called user-generated
information (UGC), so the purchase decisions rely on this UGC information and people want to
see reviews and feedback first before they buy and product.
Ioanăs and Stoica (2014) this research paper explains that there is a negative effect on the
viewers of YouTube as all the global brands have their competitors and they can easily create
controversies for dropping the company’s goodwill.
Power and Phillips-Wren (2011) the aim of this study was to study the role technology plays in
achieving the customer attention, but sometimes the changes that are very impressive in
marketing terms may result in negatively affecting the consumer decision making due to
YouTube and its level of reach and web 2.0 technology advancement.
Buzzetto-More (2015) this article states that the youth especially the students have been highly
influenced by social media applications and since YouTube is the core connector between all the
other applications as the videos shared here are available in all other applications, have affected
their learning in a favourable sense and they have increased their knowledge to view the results
of the products before buying the same.
Cruz (2010) this study states that the reason for marketing the branded products on YouTube and
other social media applications is that the techniques and tools for marketing the products are
continuously changing and developing, the creativity used is very attractive and appealing for
turning prospect customers to real customers.
Montgomery (2015), this research states that the youth the children all are attracted to the
YouTube videos that are resulting in endorsing the toy brands, and other brands on YouTube
which is making the consumer, not the customer appealing and thus the decision making is
influenced by YouTube.
Research conceptual framework
After the literature review the conceptual framework is as follows:

Section Four: Activities and timescales
Activities to be carried out during the research
Determining the aims and objectives
Review of literature
Formulation of the research proposal
Update of literature review
Questionnaire and primary data collection
Data analysis
Data presentation
Report write up and submission
How long
this will
take:
1 week
2 week
2week
1 week
1 week
2 weeks
1 week
1 week
Milestone two: .........................................................................................
Target date (set by tutor): .......................................................................................
Gantt chart
Week
Particulars 1 2 3 4 5 6 7 8 9 10
Determining
the aims and
objectives
Review of
literature
Formulation
of research
proposal
Update of
literature
review
Questionnair
e and primary
data
collection
Data analysis
Data

presentation
Report write
up and
submission
Section Four: Research approach and methodologies
The research methodology in this research is defined through the saunders onion model. This
research has the methodologies and the research philosophy as per this model.
Research philosophy:
Research philosophy means an overall framework of the research. There are 3 types of research
philosophy available for doing research positivism, realism and interpretation, the philosophy we
are using here is the positivism ass the deductive approach is used in this research. Positivism
assumes that there is an existence of reality independently and the quantitative or numeric data is
collected to conduct the research.
Research approach:
The research approach involves the assumptions and process of the plan that is used in the
research. There are 2 types of research inductive and deductive approach. For this research the
researcher will be using the deductive approach as the data collected will be provided with a
suitable conclusion. This approach is used where the phenomena observed in daily life actually
fits or not, hence the deductive approach with positivism is used in this research.
Research methods:
There is a quantitative and qualitative approach to research. The quantitative method involves the
numeric and measurable data and in the qualitative approach, the non-numeric data is measured.
Figure 1- onion Model
Source: (suanders et al., 2013)

But for this research both qualitative and quantitative data is used. The quantitative data is very
helpful in measuring the conclusion and results and the impact of the topic.
Data collection method:
There are a number of youths in the UK and it is not possible to select all the people to respond
for the research, so the sample to be chosen and the survey is to be conducted through a
questionnaire in this research.
Sampling method:
The random sampling method is used in this research as the respondents that are to be chosen are
selected through a random sample of people but only youngsters or youth. The sample will be of
50 respondents that are to be chosen randomly. This survey will be conducted by asking
questions in a questionnaire.
Comments and agreement from tutor
Comments (optional):
I confirm that the project does not work which has been or will be submitted for another
qualification and is appropriate.
Agreed: Yes No Name: Dr Kwabena Frimpong Date:
References:
Buzzetto-More, N., 2015. Student attitudes towards the integration of YouTube in online,
hybrid, and web-assisted courses: An examination of the impact of course modality on
perception. Journal of Online Learning and Teaching, 11(1), p.55.
Chan-Olmsted, S., 2011. Media branding in a changing world: Challenges and opportunities
2.0. The international journal on media management, 13(1), pp.3-19.
Cruz, T.B., Wright, L.T. and Crawford, G., 2010. The menthol marketing mix: targeted
promotions for focus communities in the United States. Nicotine & Tobacco Research,
12(suppl_2), pp.S147-S153.
Elkin, L., Thomson, G. and Wilson, N., 2010. Connecting world youth with tobacco brands:
YouTube and the internet policy vacuum on Web 2.0. Tobacco Control, 19(5), pp.361-366.
Fotis, J.N., Buhalis, D. and Rossides, N., 2012. Social media use and impact during the
holiday travel planning process (pp. 13-24). Springer-Verlag.
Guo, M., 2011. Marketing and branding in online social media environments: Examining
social media adoption by the top 100 global brands. Social media: Usage and impact, pp.161-
180.

Hajli, M.N., 2014. A study of the impact of social media on consumers. International Journal
of Market Research, 56(3), pp.387-404.
Hennig-Thurau, T., Malthouse, E.C., Friege, C., Gensler, S., Lobschat, L., Rangaswamy, A.
and Skiera, B., 2010. The impact of new media on customer relationships. Journal of service
research, 13(3), pp.311-330.
Ioanăs, E. and Stoica, I., 2014. Social media and its impact on consumers behaviour.
International Journal of Economic Practices and Theories, 4(2), pp.295-303.
Kim, D.H., Spiller, L. and Hettche, M., 2015. Analyzing media types and content orientations
in Facebook for global brands. Journal of Research in Interactive Marketing, 9(1), pp.4-30.
Meenaghan, T., McLoughlin, D. and McCormack, A., 2013. New challenges in sponsorship
evaluation actors, new media, and the context of praxis. Psychology & Marketing, 30(5),
pp.444-460.
Mir, I.A. and Ur REHMAN, K., 2013. Factors affecting consumer attitudes and intentions
toward user-generated product content on YouTube. Management & Marketing, 8(4).
Montgomery, K., 2015. Children's media culture in a big data world. Journal of Children and
Media, 9(2), pp.266-271.
Okazaki, S. and Taylor, C.R., 2013. Social media and international advertising: theoretical
challenges and future directions. International marketing review, 30(1), pp.56-71.
Payne, N.J., Campbell, C., Bal, A.S. and Piercy, N., 2011. Placing a hand in the fire:
Assessing the impact of a YouTube experiential learning project on viral marketing
knowledge acquisition. Journal of Marketing Education, 33(2), pp.204-216.
Power, D.J. and Phillips-Wren, G., 2011. Impact of social media and Web 2.0 on decision-
making. Journal of decision systems, 20(3), pp.249-261.
Sivasankaran, S., 2013. Digital Marketing and Its Impact on Buying Behaviour of Youth.
Hindu.
Verhellen, Y., Dens, N. and De Pelsmacker, P., 2013. Consumer responses to brands placed
in Youtube movies: the effect of prominence and celebrity endorser expertise. Journal of
electronic commerce research.-Long Beach, Calif., 14(4), pp.287-303.
Vernuccio, M., 2014. Communicating corporate brands through social media: An exploratory
study. International Journal of Business Communication, 51(3), pp.211-233.
Wen, J. and Song, B., 2017. Corporate ethical branding on Youtube: CSR communication
strategies and brand anthropomorphism. Journal of Interactive Advertising, 17(1), pp.28-40.

Research Ethics Approval Form
Section 1: Basic Details
Project title: YOUTUBE - GLOBAL BRAND AND CHALLENGES ON PURCHASE
DECISION ON YOUTH PEOPLE IN UK
Student name and ID number:
Intended research start date:
Intended research end date:
Section 2: Project Summary
Please select all the research methods that you plan to use as part of your project:
Interviews Questionnaires Observation Use of Personal Records
Data Analysis Action Research Focus Groups Other (please specify):
Section 3: Participants
Please answer the following questions, giving full details where necessary.
Will your research involve human participants? Yes No
Who are the participants? Tick all that apply: Ages 12-16 Ages 17-18 Adults
How will participants be recruited (identified and approached)?
Respondents will be selected on the random sampling method.
Describe the processes you will use to inform participants about what you are doing:
I will choose the random sample of participants or the respondents and I will convey
them the reason for conducting the survey. Their consent form which will be provided
with the attachment in the questionnaire. I will request them to see, understand and give
their consent for the survey.
How will you obtain consent from participants? Will this be written? How will it be made clear
to participants that they may withdraw consent to participate at any time?
The respondents will be given a consent form that will be attached to the questionnaire
and they will have to read the form and give their consent for the same.
Studies involving questionnaires: Will participants be given the option of omitting questions
they do not wish to answer? Yes No
If No please explain why below and ensure that you cover any ethical issues arising from this
Studies involving observation: Confirm whether participants will be asked for their informed
consent to be observed. Yes No
Will you debrief participants at the end of their participation (i.e. give them a brief explanation of
the study)? Yes No
Will participants be given information about the findings of your study? (This could be a brief
summary of your findings in general) Yes No
Section 4: Data Storage and Security
Confirm that all personal data will be stored and processed in compliance with the Data
Protection Act (1998) Yes No

Who will have access to the data and personal information?
The researcher will only be having access to the data during the research.
During the research:
Where will the data be stored?
The data will be stored in my locker.
Will mobile devices such as USB storage and laptops be used? Yes No
If Yes, please provide further details:
After the research:
Where will the data be stored?
After the research, the data will be stored in my locker.
How long will the data and records be kept for and in what format? Will data be kept for use by
other researchers? Yes No
If Yes, please provide further details:
Section 5: Ethical Issues
Are there any particular features of your proposed work which may raise ethical concerns? If so,
please outline how you will deal with these:
No
It is important that you demonstrate your awareness of potential risks that may arise as a result of
your research. Please consider/address all issues that may apply. Ethical concerns may include,
but are not limited to the following:
Informed consent;
Potentially vulnerable participants;
Sensitive topics;
Risks to participants and/or researchers;
Confidentiality/anonymity;
Disclosures/limits to confidentiality;
Data storage and security, both during and after the research (including transfer, sharing,
encryption, and protection);
Reporting;
Dissemination and use of your findings.
Section 6: Declaration
I have read, understood and will abide by the College’s Research and Ethics Policy: Yes No
I have discussed the ethical issues relating to my research with my Unit Tutor: Yes No
I confirm that to the best of my knowledge:
The above information is correct and that this is a full description of the ethics issues that may
arise in the course of my research.
Name: Date:

Please submit your completed form in the designated section on Moodle (Turnitin)