FYP Final Project Thesis

Impact of Effective YouTuber Endorsement on Purchase Behavior among Generation Z Consumers
Impact of Effective YouTuber Endorsement

on Purchase Behavior among Generation Z
Consumers
Final Project Thesis
Muhammad Rauf Mughal (9428)

BBA (Marketing)
PAF-KIET City Campus
PAF – Karachi Institute of Economics and
Technology
Certificate
I am pleased to certify that Mr. Muhammad Rauf Mughal S/O

Imtiaz Ahmed Mughal has satisfactorily carried out research work
under the given instruction on the topic of:
“Impact of Effective YouTuber Endorsement on

Purchase Behavior among Generation Z
Consumers”
We further certify that their distinctive original research and their work
is worthy of presentation
To
PAF – Karachi Institute of Economics and Technology (City

Campus) for the
Final Year Project
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___________________________
SIR SYED OWAIS RIZVI

(Supervisor)
FINAL PROJECT APPROVAL
Project Title: Impact of Effective YouTuber Endorsement on Purchase Behavior

among Generation Z Consumers
Submitted by: Muhammad Rauf Mughal.
Project Supervisor: Sir Syed Owais Rizvi.
Academic Year: Spring-Fall 2018.
The Board of Advanced Studies of PAF-KIET has approved this project,

submitted in partially fulfillment of the requirements for the degree of
Bachelor’s in Business Administration.
APPROVAL COMMITTEE:
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______________________ ______________________
SIR SYED OWAIS RIZVI Mr. ADNAN
ANWAR
(Supervisor) (Director
Academics)
LETTER OF TRANSMITTAL
Sir Syed Owais Rizvi,
Final Project Supervisor,
PAF-KIET City Campus,
Karachi.
Respected Sir,
As per requirement of my degree of BBA, I am submitting the Final Year
Project Report on “Impact of Effective YouTuber Endorsement on
Purchase Behavior among Generation Z Consumers” authorized by
you. As per your advice, the report includes objective of the study and a
brief literature survey.
I have tried to cover all the aspects and requirement that are demanded
and are essential for this project.
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I am grateful for your guidance and supervision without which this
project could have not been completed.
Yours sincerely,
Muhammad Rauf Mughal.
(BBA - 9428)
ACKNOWLEDGEMENT
“To Him belongs the dimension of the Heavens and the earth, it is He who gives, Life and
death and He has power over all things.” - (Al-Quran)
The report in hand is not just a hard copy of activities during the working of final year project
rather it is a container of many soft feeling of gratitude, responsibility and affection that were
induced to accomplishment of the Thesis Project during my final year.
For this favor, all acclamations to ALLAH, Who has empowered and enabled me to
accomplish the research project successfully and assisted in every problem during the project.
I would like to express my sincere blessings, help and guidance has been and humble
gratitude to my Parents who are a real source of all my achievements in my life. Also, my
sincerest gratitude to all the respondents who participated in data collection for the research.
I definitely thank our institute “PAF-Karachi Institute of Economics and Technology”, all
Teachers especially our supervisor SIR SYED OWAIS RIZVI, who has contributed by
guiding me throughout the journey of the whole year by explaining things which I didn’t
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know, very diligently and with a calm demeanor. He was always very helpful in every critical
situation faced by any student during the ongoing process of completion of the research.
Lastly, I would like to thank anyone and everyone who contributed by even an ounce to my
Thesis completion because it wouldn’t have been possible without their collective efforts.
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Table of Contents
Abstract:.....................................................................................................................................3
Introduction................................................................................................................................4
Background of Literature...........................................................................................................6
Problem Statement:..................................................................................................................10
Research Objectives:................................................................................................................11
Research Questions:.................................................................................................................11
Knowledge Gap:.......................................................................................................................11
Research Contribution:.............................................................................................................13
Significance of the Research:...................................................................................................13
Scope of the Research:.............................................................................................................14
Research Methodology.............................................................................................................14
Conceptual Framework:.......................................................................................................14
Research Hypothesis:...........................................................................................................15
Research Population:............................................................................................................15
Sample Size:.........................................................................................................................15
Sampling Technique:............................................................................................................16
Nature & Sources of Data:....................................................................................................17
Statistical Model:..................................................................................................................17
Statistical Analysis Techniques:...........................................................................................17
Descriptive Analysis:........................................................................................................17
Multiple Linear Regression:.............................................................................................17
Correlation Analysis:........................................................................................................18
Reliability Analysis:..........................................................................................................18
Analysis & Results...................................................................................................................19
Descriptive Analysis:............................................................................................................19
Reliability Analysis:.............................................................................................................20
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Bivariate Correlation Analysis:............................................................................................21
ANOVA:...............................................................................................................................22
Multiple Regression Analysis:..............................................................................................22
Hypothesis Summary:...........................................................................................................24
Discussion of the Results:.....................................................................................................24
YouTuber Awareness and Purchase Behavior:..................................................................24
YouTuber Credibility and Purchase Behavior:.................................................................25
YouTuber Influence and Purchase Behavior:...................................................................26
Demonstrated Knowledge and Purchase Behavior:..........................................................27
Conclusion................................................................................................................................28
Summary of Methodology:...................................................................................................28
Summary of Main Findings:.................................................................................................29
Implications for the Study:...................................................................................................31
Limitations of the Study:......................................................................................................31
Suggestions for Future Research:.........................................................................................32
References:...............................................................................................................................33
Research Questionnaire............................................................................................................36
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Abstract:
The phenomena of YouTube Endorsement’s influence over the Purchasing Behavior of
today’s digitally enabled Consumers in the era of Generation Z has been discussed in many
other researches of the past. When many emerging or established brands reach out to Social
Media Influencers, YouTubers are no exception as they have a huge fan following in terms of
views, likes and subscribes. Therefore, it becomes a market trend that if a brand is being
promoted by a hugely famous YouTuber, then surely it would gather huge social engagement
as well. Therefore, this explanatory study reflects upon the current YouTuber Awareness,
Credibility, Influence and Demonstrated Knowledge with regards to shape up the Purchase
Behavior of Consumers. These factors are representatives of the research areas which are
largely unexplained as an integrative measure for the Purchase Behavior of Generation Z
Cohort. Furthermore, the research has explained the influence of YouTube Endorsements in
the Pakistani Context and has established its significant findings on the data gathered from
the region of Karachi and main prospects were the people who watch YouTube and purchase
products that are being promoted on the platform. The overall results and findings the
research study suggested that YouTuber Awareness, YouTuber Credibility, YouTuber
Influence and Demonstrated Knowledge have a significant positive influence over Purchase
Behavior of Generation Z Consumers
Keywords: YouTuber, Endorsement, Market Trend, Purchase Behavior, Generation Z.
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Introduction
Advertising is the most important essence in the field of Marketing. It has been happening
since a really long time. Professional Advertising began with a Watchmaker Company Bulova
in USA in 1941 as their Ad was broadcasted on Radio Station WNBT during a Baseball
Game. Since then, it has become a Marketing Communication Tool by every Business
because over the years, Business Professionals developed an understanding that the Product
or Service that they are willing to offer to the Market, cannot succeed without advertising it
first because advertising creates awareness among people and makes the brand acknowledged
and it positions the product or service in the minds of viewers and then they go for trying out
that product or service. This has always been the standard approach since the beginning and it
is the most effective approach.
However, now a days, advertising has modernized by a lot. Newly developed advertising
methods have changed the way traditional advertising was done. These Modernized
Advertising Methods include Cultural Advertising, Emotional Advertising, 3D Painting and
Celebrity Endorsement. However, Celebrity Endorsement is itself a wide area of Advertising.
It now includes Social Media Influencers and YouTubers as well. Recently, the trend for
Social Media usage and Online Shopping or Convenience-providing service businesses, the
endorsement techniques have also progressed and YouTube has become a prime choice for
this purpose (Knoll, 2016; Dwivedi et al., 2018; Shiau et al., 2019). On YouTube, Influencers
are present in all sectors: health and fitness, fashion and beauty, food, high-tech, Gaming,
DIY (Do It Yourself) and others as well (Raggatt et al., 2018; Klassen et al., 2018).
YouTubers often present the products they have tested and provide their opinion or promoting
them online to other users.
The Currently trending practices in advertising includes endorsement at a larger scale.
Companies approach the Influencers from Facebook, Instagram and YouTube. These
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Influencers endorse various brands and lay a significant impact on a larger online community.
The companies pay hefty amounts to these influencers and very rightly so because it is the
currently the most effective way of advertising alongside TV and Billboard Advertising. The
Social Media Advertising has grasped a great deal of confidence among people who use
social media and do online shopping or avail online services. Likewise, YouTube is also a
great platform for advertisements as it incorporates both the official advertising from
companies themselves and endorsed advertising through YouTubers. These YouTubers are
playing a vital role in endorsing some newly introduced brands such as Hukum Janab as they
influence a large global community.
As an innovative practice, Brands and Businesses are increasingly interested in finding ways
to leverage “Popular Figures” as Brand Ambassadors on YouTube, and those are not
necessarily famous singers, actors or athletes but, they can either be Vloggers, Roasters, Skit-
players or Gamers. Their choice for the optimal YouTuber depends on the kind of Product the
company tries to promote. For Example, Dew always chooses Gamers for its Endorsement on
YouTube and Hukum Janab Service Company always chooses The Skit-players for their
Endorsement on YouTube.
This Research is going to investigate the factors which make YouTuber Endorsement
effective in the eyes of viewers and how it influences their purchase behavior. Specifically,
The Generation Z as it includes consumers from 1997 and 2010 and hence it is a very large
cohort after The Millennials and also aware of the modern advertising methods practiced by
various companies. So, they can be a real help in conducting this research.
The topic is worth studying, worth researching and worth spending time on because as an
Owner of a Business, it would be really important for the person to know what’s currently
trending in the market and how other Businesses are marketing themselves by using latest
advertising metrics in which endorsement is also included. The main reason for investigating
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this topic was actually to focus on how swiftly the YouTube Endorsement is growing and
which future opportunities it can provide for the emerging businesses as well. The Generation
Z Consumers prefer watching YouTube for Entertainment, Guidance or other purposes as
well and this has been observed by the companies as well and they have found out this new
window for themselves so, they are capitalizing over it and hence, it is necessary to
acknowledge the audience engagement while keeping in mind the important factors which
can enhance the endorsement of their respective brand.
Background of Literature
The Research Study, “The YouTube Marketing Communication Effect on Cognitive,
Affective and Behavioral Attitudes among Generation Z Consumers” assesses the effect of
YouTube Marketing Communication on the several attitudinal associations of response
hierarchy models among Generation Z Cohort in South Africa which is based on Attitude-
towards-Advertising Theoretical Framework. This Study also determines the possibility of
Demographic Variables being heterogeneous in Usage of YouTube (Zhang et. al. 2019). The
Independent Variables of the Study are Awareness, Knowledge, Preference, Mediating
Variables were Liking and Intention to Purchase and The Dependent Variable is Purchase
Behavior. The overall results of this research study suggested that Awareness, Knowledge,
Liking, Preference and Intention to Purchase have a significant positive influence over
Purchase Behavior of Generation Z Consumers. However, Gender as a Demographic Variable
had a negative association with the Purchase Behavior influenced by YouTube Marketing
Communication (Bolton et. al. 2020).
The Research, “Para-Social Interaction in the Digital Age: An Examination of Relationship
Building and the Effectiveness of YouTube Celebrities” examines the presence of Para Social
interaction and Effectiveness of the Social Media Celebrity Phenomenon, specifically among
YouTube Beauty Celebrities. It also studies the degree to which YouTubers have influenced
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the Intention to make Purchases based on Online Video Reviews. The Major Focus of this
study is all kinds of Beauty Products like Makeup Accessories, Fairness Creams and Lotion
marketed on YouTube (Rasmussen, 2018). The Independent Variables of this Research Study
are Credibility, Popularity and Product Knowledge, Para-Social Interaction is a Mediator here
and The Dependent Variable is Purchase Intention. The Overall Results of this Research
Study suggested that 49% of the Participants watch at least 1-3 YouTube Videos related to
Beauty Products during an average week and only 7% Participants claimed to have not yet
watch any YouTube Video at all. Significant Association was observed between the Viewers
and the YouTubers because of the high Product Knowledge and high credibility of the
YouTubers. The Results indicated a significant increase in the Viewer’s Purchase Intention
due to high Para-Social Interaction.
The Research Study, “YouTube Celebrity Endorsement: Audience Evaluation of Source
Attributes and Response to Sponsored Content” digs down deeper to understand how Social
Media Influencers gauge the Power of YouTube to sway their audiences. Investigating the
impact the Endorsed Videos create in the minds of the Viewers is the prime concern of the
Research Study (Schwemmer & Ziewiecki, 2018). The Independent Variables of this
Research are Attractiveness, Familiarity, Trustworthiness and Respect. The Dependent
Variable of this Research is Purchase Behavior. The Overall Results of this Research indicate
that 82% of the Participants were uncomfortable with the Product Endorsement done in the
Videos over YouTube and 10% of the Participants were not bothered by the Product
Endorsement. Moreover, the Results suggested that Attractiveness, Trustworthiness and
Respect impact significantly over Purchase Behavior. However, the impact of Familiarity
over Purchase Behavior wasn’t seen to be much significant as compared to the other variables
(Benito, Illera & Fernández, 2020).
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The Research, “YouTube Vloggers’ Popularity and Influence: The Roles of Emotional
Attachment, and Expertise” examines the Influence of YouTube Vloggers’ Popularity on
viewers’ purchase of recommended Beauty Products. The Research also investigates the
effect of Expertise of a YouTube Vlogger and Emotional Attachment of Viewer towards the
Vlogger on the Purchase Behavior based on the Literature on Social Media’s (Hill et al.,
2017; Sakib et al., 2019; Munnukka et al., 2019). The Independent Variables of this Research
are Attitude, Background, Value and Appearance. Emotional Attachment and Expertise are
the Moderators and Vlogger’s Popularity is the Mediator in this Research. The Dependent
Variable of this Research is Purchase Behavior. The Overall Results suggest that a significant
positive effect of the perceived Popularity, Emotional Attachment of the Vlogger on Viewers’
Purchase Behavior of the Beauty Product featured in the Video. However, The Impact of
Background and Appearance were insignificant and were not supported for this Study.
The study ”YouTube Marketing: Examining the Impact of User-Generated-Content
Endorsement” examines the Factors affecting Viewer’s Intention to Purchase a Product on
YouTube and it investigates the Content Effect of a User-Generated Video; particularly the
Explicit Endorsement where the Company directly contacts with content creator to feature the
Company’s Products (Dehghani et al., 2016). The Independent Variables of this Research are
Perceived Attractiveness, Perceived Trustworthiness, Consumer’s Perceived Value and The
Dependent Variable of this Research is Consumer’s Purchase Behavior Tendency. The overall
Results suggest that Perceived Expertise and Perceived Trustworthiness have a significant
impact over the Consumer’s Purchase Behavior Tendency. However, Perceived Attractiveness
and Customer Perceived Value have insignificant impact over the Consumer’s Purchase
Behavior Tendency.
This Research, “The Impact of Drugstore Makeup Product Reviews by Beauty Vlogger on
YouTube towards Purchase Intention” focuses on the impact of Beauty Vlogger Reviews on
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YouTube towards Drugstore Makeup Purchase Intention of Women in Indonesia. The
Independent Variables of this Research are Expertise, Trustworthiness, Attractiveness and
Quantity of Review and Consumer Attitude is the Mediating Variable. The Dependent
Variable in this Research is Purchase Intention. The Overall Results of this Research Study
suggest that there is a significant positive relationship between Trustworthiness, Expertise,
Attractiveness and Quantity of Review towards Purchase Intention (Ananda & Wandebori,
2017).
The Research Study, “An Integrated Model of Factors affecting Consumer Attitudes and
Intentions towards YouTuber-generated Product Content” focuses on user-generated content
about products and services made by the YouTubers that Viewers Recognize, Like and
Follow regularly. This Research also examines the Relationship between Source Credibility
Dimensions and Perceived Usefulness (Smith 2016; Yuksel 2016; Zhou et al., 2016). The
Independent Variables of this Research are Credibility, Perceived Trustworthiness, Perceived
Usefulness and Perceived Expertise. The Dependent Variable of this Research is Consumer
Attitude. The overall Results of this Research indicate that Higher Levels of Trustworthiness
would result in highly positive Consumer Attitude (Curran et. al., 2016). Moreover,
Credibility, Perceived Usefulness and Perceived Expertise showed a significant positive
relationship with Consumer Attitude.
This Research Study, “YouTuber Icons: An Analysis of the Impact on Buying Behavior of
Young Consumers” investigates the impact of Factors resulting in effective YouTube
Marketing. This Research also examines the Factors of YouTube Marketing which have an
influence on Consumer Buying Behavior in terms of their Purchase Action (Misra &
Mukherjee, 2019). The Independent Variables of this Research are Trend, Relatability,
Product Details and Interactivity. The Dependent Variable of this Research is Purchase
Behavior. The Overall Results of this Research represented the significant positive
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relationship between Trend, Relatability, Interactivity and Purchase Behavior. However, the
relationship between Product Details and Purchase Behavior was observed to be Insignificant
as per the Results.
The Research, “The influence of YouTubers on Teenagers” is directed towards exploring the
role that YouTubers play in the daily lives of Teenage Viewers. This Research also studies the
influence of the YouTubers over Teenage Viewers who follow them in purchasing things like
new phone, new car or anything else (Westenberg, 2016). The Independent Variables of this
Research are Experience, Identification, Influences and Awareness and The Dependent
Variable of this Research is Purchase Behavior. The Overall Results of this Research suggest
that teenagers feel more attracted to YouTubers than Traditional TV Celebrities. The Results
also indicate that YouTubers do have an influence over Purchase Behavior of Teenagers by
showing significant positive relationship of Experience, Identification, Influences and
Awareness and Purchase Behavior.
The Research, “Exploring the Determinants of Viewers’ Loyalty toward Beauty YouTubers: A
Para Social Interaction Perspective” examines the factors which lead the Viewers towards
being Loyal Consumer of the Endorsed Products. It discusses the Para Social Relationship of
YouTubers and Viewers which results in Loyalty of the Viewers towards those certain
YouTubers. (Hsiu-Chia; Wu & Wen-Ning, 2017). The Independent Variables of this Research
are YouTubers’ Self-Disclosure, Similarity, Expertise and Likeability. The Mediating Variable
is Para Social Interaction and The Dependent Variable in this Research is the Viewers’
Loyalty. The Overall Results of this Research show that YouTubers’ Self-Disclosure,
Similarity, Expertise, and Likability all have a significant impact on the Para Social
Interaction, thereby positively enhancing Viewers’ Loyalty towards the Beauty YouTubers.
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Problem Statement:
YouTube Stars are blurring the lines between content and Ad as their videos comprise of
multiple Ads more than the actual content which is supposed to be there. Advertising without
proper disclosures has become a genuine problem with YouTubers as it’s often hard to tell
whether the endorsed videos from the famous content creators are paid complements or
genuinely their own honest reviews. Therefore, there is a strong need of moderation and
drawing the lines between the Content and the Ad or Endorsement so that nothing falls out of
balance and for making it all possible. So, the YouTubers need to assume a great
responsibility because ultimately, they’re hurting their own reputation and their audience.
Research Objectives:
1) Investigating the impact of YouTuber’s Awareness on Purchase Behavior.
2) Investigating the impact of YouTuber’s Credibility on Purchase Behavior.
3) Investigating the impact of YouTuber’s Influence on Purchase Behavior.
4) Investigating the impact of Demonstrated Knowledge on Purchase Behavior.
Research Questions:
1) What is the impact of YouTuber’s Awareness on Purchase Behavior?
2) What is the impact of YouTuber’s Credibility on Purchase Behavior?
3) What is the impact of YouTuber’s Influence on Purchase Behavior?
4) What is the impact of Demonstrated Knowledge on Purchase Behavior?
Knowledge Gap:
The Previous Researches done on the YouTube Endorsement had some gaps which have been
identified and addressed in this Research Study so that, the Research may explore the areas
that were not considered by the previous Researchers.
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Firstly, there’s too little research available which has focused on the role of a YouTuber’s
Influence in manipulating the Purchase Behavior of the Consumers and that’s why, this
Research has focused on this specific area by implying YouTuber’s Influence as an
Independent Variable and an important factor which can cause the Purchase Behavior to be
either reluctant or willful to go for purchasing the endorsed brands (Ananda & Wandebori,
2016). Secondly, Previous Researches were majorly concerned about the Purchase Behavior
of Women and focused largely on the Beauty and Cosmetic Industry (Gozegir & Gocer,
2018). However, this Research focuses on both Males and Females and it provides a holistic
view regarding the Purchase Behavior affected by the different sorts of endorsements
regarding multiple products from multiple industries and not just one single industry has been
targeted. Thirdly, Previous Researches had a weaker generalizability regarding YouTube
Endorsement’s Effectiveness (Benito, Illera & Fernandez, 2020). So, this Research’s Findings
would be able to be generalized onto the Population of the Study. Moreover, Previous
Researches also lacked in properly investigating the effectivity of YouTuber’s Credibility
having a motivational influence over the viewers (Sokolova & Kefi, 2019). This Research has
attempted fill this Gap explaining that Credibility of a YouTuber can be an instant driving
force for transforming the Viewers into Potential Consumers of a specifically endorsed brand
and the best example of this phenomenon is the Tech or Gaming Channels over YouTube.
Furthermore, the Previous Researches also lack in consideration of the Socio-Demographic
variables such as Occupation and Education Level which have been addressed in the
Research as they highly influence the Purchase Behavior of the Consumers viewing Ads on
YouTube regarding the age group, the major focus of previous researches was on the
youngsters (Miranda, Cunha & Duarta, 2020) whereas, this Research Study focuses on the
Purchase Behaviors of the age group of up to 60 years because of the fact that the times now
are changing as the most senior citizens are also being exposed to the modern technological
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changes and Online Purchasing is one of them and it is mostly inspired by the Reviews or
Ads over YouTube.
Research Contribution:
This Research is going to contribute in the existing research in really effective ways to attract
the readers and to make them acknowledge the ideas related to YouTube Endorsement
conveyed in the study. Following are the highlighted possibilities of the contribution:
1) Addressing the major issues of YouTuber Endorsement regarding constant appearance
of Ads in a video in a holistic way.
2) Providing up-to-date knowledge of the benefits which YouTube Endorsement can
bring to the Consumers.
3) Making the concepts explained in the study regarding the effectivity of YouTube
Endorsement, really easy to be understood by the people.
4) Encouraging the YouTubers by emphasizing on them as an “Influencer” rather than
just “Creators” so that they go for endorsing Major Brands effectively.
5) Focusing on YouTube Endorsement of different brands as an Advertising Niche for
the respective companies.
Significance of the Research:

Research Significance is explained by the following points:
1) This Research holds importance because YouTubers have global outreach and hence,
they can highly benefit themselves and the companies.
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2) This Research is significant because YouTubers generate “Economy of Trust” from
their Viewers which later become the Consumers of the Products endorsed by them.
3) This Research is also important because YouTubers facilitate the Companies for
Visual Branding of their Products which would get them larger than usual audience.
4) This Research would be significant because YouTube Endorsement proves to be very
effective for the Emerging Businesses especially in Service Sector.
Scope of the Research:

The scope of the research can be explained by the following points:
1) YouTube Endorsement offers great monetary benefits for the Content Creators and
that’s why this research has huge potential in future.
2) YouTube Endorsement can prove to be highly effective for future growth of modern-
day advertising campaigns to the fact that will result in multiple advertising
opportunities for future growth of new campaigns of the businesses.
3) YouTube Endorsement may emerge as the major contrariety in future by being more
profitable for the businesses than other social media platforms and due to which the
research can induce a distinctive impact on the market.
4) The Generation Z’s Purchase Behavior can be influenced by YouTube Endorsement
due to increased social and digital engagement and high dependability on the
influencers’ reviews regarding the concerned product/service.
Research Methodology
Conceptual Framework:
YouTuber’s
Awareness
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YouTuber’s
Credibility
Purchase
Behavior
YouTuber’s
Influence
Demonstrated
Research Hypothesis:
Knowledge
H0: YouTuber’s Awareness has negative impact on Purchase Behavior.
H1: YouTuber’s Awareness has positive impact on Purchase Behavior.
H2: YouTuber’s Credibility has negative impact on Purchase Behavior.
H3: YouTuber’s Credibility has positive impact on Purchase Behavior.
H4: YouTuber’s Influence has negative impact on Purchase Behavior.
H5: YouTuber’s Influence has positive impact on Purchase Behavior.
H6: Demonstrated Knowledge has negative impact on Purchase Behavior.
H7: Demonstrated Knowledge has positive impact on Purchase Behavior.
Research Population:
The targeted population for this research study is the overall population of Karachi which
would be either just the viewers of YouTube or the content creators on this platform aging
from 15-40 years. The main reason for selecting Karachi as a target population is:
 Karachi is a Business Hub of Pakistan.
 Many Brands are being promoted by several Karachi YouTubers so it would be great
from the research perspective as well.
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Sample Size:
The Sample Size for this research is 385 based on the results of Raosoft Sample Calculator as
per the current population of Karachi which is 16,459,472 as shown on the website of World
Population Review. The results were calculated based on 95% confidence level and 5%
margin of error as supported by the research work of multiple researchers in the field of
marketing (Hansen & Lee, 2019). This implies that there is 95% level of certainty that the
respondents within the true population would pick an answer. This level of confidence is
most commonly used by the researchers (Kujur & Singh, 2018). The main reason as to why
95% has been chosen and not the 90% or 99% is because:
 At 90%, the margin of error widens up to 10% which is not considered favourable for
generating robust results from the responses.
 At 99%, the margin of error narrows down to 1% only which is next to impossible to
be obtained any research work and this research is also no exception.
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Sampling Technique:
The Sampling Technique used in this research is Non-Probability – Convenience Sampling.
The reason for using this sampling technique rather than the others is that:
 This sampling technique is that this technique proves to be more swiftly effective.
 Gathering a sample from a huge population is easier to be obtained.
 It is the most commonly used Non-Probability Sampling Method when it comes to
consumer-based researches.
 It is more efficient better to research on the sample obtained that is known to the
researcher rather than randomly choosing anyone.
 This technique is time-saving and cost-saving as the audience is easier to approach.
Nature & Sources of Data:
The data used in this research is Quantitative in nature and it would be collected by
distributing The Survey Questionnaire online through various Social Media Platforms like
Facebook, WhatsApp, Instagram and LinkedIn. The Questionnaire was created on Google
Forms by utilizing the Six-Point Likert Scale Method.
Statistical Model:
The Statistical Model which will be used in this Research Study is the model of IBM SPSS
Statistics Software on which Multiple Linear Regression, Correlation, Descriptive and
Reliability Analysis would be done in order to estimate the conceptual model.
Statistical Analysis Techniques:

The research techniques which would be used in this research are briefed down below:
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Descriptive Analysis:
Descriptive Analysis shows the Dataset in a summarized format. This Analysis
includes the Mean and Standard Deviation of the data. Skewness and Kurtosis is also
a part of this analysis which indicates whether the dataset in normally distributed or
not (Xiao & Wang, 2018).
Multiple Linear Regression:
Regression Analysis can be done in two ways i.e. Linear or Multiple Linear and it is
done to establish the relationship between the independent and dependent variables.
This Research is going to follow the Multiple Linear Regression because:
 It has four independent and one dependent variable.
 Linear Regression is used only when we have one independent and one
dependent variable (Salomon, 2019).
 Multiple Linear Regression would best suit the conceptual model of this
research in which, standardized beta coefficients, p value of significance, R-
Squared value, F-Statistic Value and T value is mainly considered for results.
Correlation Analysis:
Correlation Analysis is a measure of strength of the relationship between independent
and dependent variables (Benito & Illera, 2020) Values ranging in-between +1 and -1
are used to indicate the strength of relationship among the variables and the analysis
has the value 1 in its diagonal. +1 value shows the strongest positive relationship and
-1 value shows the strongest negative relationship. In this research, Bivariate
Correlation Analysis would be done to observe the Correlation of the Study as it has
four independent and one dependent variable so, this approach would be most
appropriate with the Conceptual Model of the Research.
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Reliability Analysis:
Reliability Analysis is crucial for the Research because it indicates the internal
consistency which shows whether the research is reliable for practical applications or
not. A good reliability is indicated by the Cronbach’s Alpha Value resulting in-
between 0.7 to 0.9 to show that the research is highly reliable.
Analysis & Results

Descriptive Analysis:
It represents the dataset in a summary format. It includes the mean and standard deviation to
indicate the Dataset’s Normality (Lubiano, 2016). We can also apply Skewness & Kurtosis in
this Analysis to judge if the Data is Normally Distributed or not.
Table 2: Descriptive Statistics
The Descriptive Analysis indicates that the Cronbach Alpha values for YouTuber Awareness
is .909, for YouTuber Credibility it is .888, for YouTuber Influence it is .896 and for
Demonstrated Knowledge it is .892 and for Purchase Behavior it is .910. All of the
aforementioned results fit accordingly with the standard acceptable values and hence, the
research can be regarded as highly reliable. The Mean Value of YouTuber Awareness is 7.39,
for YouTuber Credibility is 7.62, for YouTuber Influence is 7.68 for Demonstrated
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Knowledge is 7.63 and for Purchase Behavior, is 7.70. This implies that the Independent
Variables are positively associated with the Dependent Variable as all of the values are well
above 4 which is the standard mean value as discussed in the research work of (Miranda et.
al., 2021). Moreover, The Conceptual Model of the study is potentially skewed as represented
by the Skewness & Kurtosis Statistics and this indicates that the results are normally
distributed.
Reliability Analysis:
Reliability Analysis is an extremely important measure of the research study as it indicates
the reliability of the constructs for practical implications through keen observation of internal
consistency of the Data. The Analysis utilizes Cronbach Alpha Value which represents the
Reliability and Internal Consistency of the Dataset. The Value must be ranging from 0.7 to
0.9 to ensure that the research is highly reliable. However, 0.6 is also acceptable but, it
doesn’t indicate a very good reliability (Khoury & Farah, 2018).
Table 3: Reliability Analysis
The above table shows the Cronbach Alpha Values for reliability testing and the no. of items
in each variable as well. The Cronbach Alpha value for YouTuber Awareness (YTA) is .909,
for YouTuber Credibility (YTC) it is .888, for YouTuber Influence (YTI) it is .896, for
Demonstrated Knowledge (YTK) it is .892 and for Purchase Behavior (CPB) it is .910. As the
results of each variable are well above the standard value .700 so this implies that the
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Research is highly reliable and consistent with the practical implications based on these
constructs. The Cronbach’s Alpha Value of the Overall Model is .918 which is also well
above the standard reliability range, hereby indicating that the overall model of the research
study is also highly reliable as it has a very high internal consistency. The results have been
obtained based on Sample Size of 385 as per Raosoft Sample Calculator Recommendation.
Bivariate Correlation Analysis:

The Bivariate Correlation analysis indicates the strength of relationship between all the
independent and dependent variables. The Analysis utilizes the Pearson Correlation (r) values
ranging between +1 and -1 in order to observe the strength of relationship of the conceptual
model. The strongest positive relationship is denoted by +1 whereas the strongest negative
relationship is denoted by -1 value (Kafle, 2019).
Table 4: Bivariate Correlation Analysis
The above mentioned table represents the Bivariate Correlation of the Conceptual Model. The
Analysis have been observed to have positive linear relationship among all the variables.
YouTuber Awareness (YTA) has the correlation coefficient of 0.591, YouTuber Credibility
(YTC) has the correlation coefficient of 0.645, YouTuber Influence (YTI) has the correlation
coefficient of 0.630 and Demonstrated Knowledge (YTK) has the correlation coefficient of
0.739. This indicates that Demonstrated Knowledge (YTK) exhibits the strongest positive
association with the dependent variable that is, Purchase Behavior (CPB). Whereas,
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YouTuber Awareness (YTA) exhibits the least positive association with the dependent
variable, Purchase Behavior (CPB) while YouTuber Credibility (YTC) and YouTuber
Influence (YTI) exhibit an averagely positive association with Purchase Behavior (CPB).
Moreover, the relationship among the variables are ranging in-between 0.30 and 0.90 so, we
can say that there’s no issue of uniqueness, distinctiveness or multicollinearity.
ANOVA:
ANOVA stands for Analysis of Variance. It is used in order to test the overall significance of
the statistical model as it ensures that there’s no variance between the relationships of
independent variables with the dependent variable, claiming that the model would be
significant in such case of outcomes (Blokdyk, 2018). In this research, a Two-way ANOVA
approach has been applied instead of a One-way ANOVA because the conceptual model is
based on more than one precisely, four independent variables, associative with a single
dependent variable.
Table 5: Analysis of Variance
The ANOVA results have indicated that the p-value is .000 which is less than the standard
value 0.05 and F-statistic value is 130.542 which is larger than the critical value range of 11-
20 for the f-statistic. This implies that the overall statistical model is significant.
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Multiple Regression Analysis:

The Multiple Regression Analysis is used in order to estimate the relationship between
independent and dependent variables. The Analysis incorporates various aspects of the
research study such as P value, T Statistics, Confidence Interval, Significance and F Statistic
Value that are indicative of various aspects of the dataset such as acceptability of the
hypothesis, the overall model’s significance and the relationship between the independent and
dependent variables as well (Jorge & Nunes, 2018).
Table 6: Multiple Regression Analysis
The Analysis indicates that independent variables i.e. YouTuber Awareness, YouTuber
Credibility, YouTuber Influence and Demonstrated Knowledge have a positive significant
relationship with the dependent variable which is, Purchase Behavior. The Adjusted R-
Squared Value of the data is 0.674 which indicates the Good Fit of the Model, hereby
implying that 67.4% of the variance in the dependent variable is explained by the
independent variables. The F-Statistic Value obtained from the F-Statistic Table is 5.641
which indicates the overall significance of the model estimated at 95% confidence interval.
The T-value is also under the standard value 10 and this implies that the magnitude of results
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presents significant evidence in rejecting the Null Hypothesis. All the resulting figures are
found to be non-violent of the statistical assumptions of the Model. Furthermore, the
Coefficient of YouTuber Awareness (YTA) is .153 which indicates that the value of Purchase
Behavior (CPB) would increase by .153 if there is 1 unit change in YouTuber Awareness
(YTA), keeping other factors constant. The coefficient of YouTuber Credibility (YTC) is .054
which implies that 1 unit change in YouTuber Credibility (YTC) would cause Purchase
Behavior (CPB) to change by .054, keeping other factors constant. The coefficient of
YouTuber Influence (YTI) is .111 which indicates that if value of YouTuber Influence
increases by 1 unit, then the value of Purchase Behavior (CPB) will increase by .111, keeping
other factors constant. The Coefficient of Demonstrated Knowledge (YTK) is .541 which
indicates that the change in value of Demonstrated Knowledge (YTK) of 1 unit would cause
Purchase Behavior (CPB) to change by .541, keeping other factors constant. All the
coefficients of independent variables are positive and significant at 95% confidence interval.
Hypothesis Summary:
Hypothesis Summary displays the results for all the Hypothesis that are proposed in a
research study. In this research, all the hypothesis are supported by the results as shown
below:
Table 7: Hypothesis Summary
Proposed Hypothesis P-Value Result

H1: YouTuber Awareness has a positive relationship with Purchase Behavior. 0.000 Null Rejected
H2: YouTuber Credibility has a positive relationship with Purchase Behavior 0.001 Null Rejected
H3: YouTuber Influence has a positive relationship with Purchase Behavior 0.001 Null Rejected
H4: Demonstrated Knowledge has a positive relationship with Purchase Behavior. 0.002 Null Rejected
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Discussion of the Results:

After obtaining all the necessary results regarding the independent and dependent variables of
the study, the key findings and their relevance to earlier literature regarding the conceptual
model, is discussed below separately for each independent variable:
YouTuber Awareness and Purchase Behavior:
People in this day and age are well aware of many YouTubers. The Companies use
this fact to their advantage. They generate advertising ideas and gather up YouTubers
to advertise their products. The people who are the potential consumers of a specific
product or service who are also aware of the YouTuber advertising that specific
product or service, will be definitely recognizing and then start thinking about going
for the purchase. Hence, a YouTuber’s Awareness influences a Consumer’s Purchase
Behavior through Advertising and the ultimate benefit will go to the Endorser
Company.
The results of this research suggest that YouTuber Awareness has a positive impact on
Purchase Behavior of the consumers. Previous Researches indicate that Awareness
regarding the major sponsored YouTubers has a huge impact on the modern-day smart
consumers whenever they are considering products like Smartphones, Laptops,
Gaming Consoles, Makeup Products, Foods of various Restaurants, etc. This is so
because just being aware of YouTuber that has a high caliber in the digital world, can
influence the consumer’s decision to purchase or repurchase the products of that
particular brand’s products. That’s how, awareness acts as a key factor in determining
the purchase behavior and the study has also emphasized over it (Wen, 2020).
YouTuber Credibility and Purchase Behavior:
A YouTuber’s Credibility also plays a key role in influencing a Consumer’s Purchase
Behavior. A YouTuber’s Credibility can be defined as how much trust the YouTubers
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have been able to build on their viewers and potential customers of the products
which they are promoting in their videos. YouTubers expect feedback from their
viewers based on the information that they are given and those feedback actually
determine the level of one’s credibility. For them to be noticed by major brands, they
have to accomplish their own identity by giving out honest reviews and resulting in
increased revenues for the product. By building high trustworthiness among the
viewers, YouTubers become more and more credible and their viewership also
increases which is another concern for the brands to hire them for promoting their
product because they know that the more credible the influencer is, the more chances
there are that their product will reach a targeted amount of sales within lesser amount
of time.
Previous Researches in this aspect have highlighted that Credibility in reviews of
major YouTubers influences the decision-making of the consumers a lot. The results
from this research have also indicated that YouTuber Credibility has a positive impact
on Purchase Behavior of the consumers. It happens due to a wide variety of choices in
the market and consumers are getting used to online shopping mechanisms and
YouTube Videos come in handy when a person just wants to get to know a little about
the product that he’s intending to purchase. So, if a YouTuber is honest and can be
regarded as a credible source of information, only then the consumers would be able
to decide whether to go for a purchase and so, credibility would always prevent
deception for the consumers. This is why companies prefer sponsoring their brands
through major YouTubers keeping their credibility in mind and this research has also
established the similar argument regarding the role of YouTuber’s Credibility in
determining purchase behavior (Kiesila, 2019).
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YouTuber Influence and Purchase Behavior:
YouTuber’s Influence is the main thing which affects the Purchase Behavior of the
Consumers. This is one of the many reasons as to why the YouTubers are called
Social Media Influencers. They influence the people who are watching them
constantly and following their leads in many tough situations. They influence by their
way of talking, their body language, their attitude, their language and the message that
they are delivering to their Listeners. Companies capitalize on this thing and they
choose to endorse their products only through the YouTubers with High Popularity
Ratings, high amount of Subscribers and Views (specifically in thousands or Millions)
because they know that such YouTubers have influenced a larger portion of global
community and so, if they endorse their Brand through them, it would capture a larger
chunk of their total viewership and hence, there’s a very high chance that those
consumers would eventually make a purchase or go for availing the endorsed service.
YouTuber Influence and Purchase Behavior of Consumers are positively associated as
per the results of this research. Influence of YouTubers in today’s Generation-Z
Community including people from 1997 & 2012 (Kasasa, 2021), is a measure of the
number of subscribers a YouTuber has, the ratio of Likes to Dislikes on the videos the
YouTuber has on his/her YouTube Channel and also, the average no. of views a
YouTuber gets on his/her videos on weekly basis. All these factors aggregately
contribute in determining the power of influence the YouTuber has on its target
market i.e. the audience in this regard. The greater the influence a YouTuber has on
his/her community, the higher will be their say among their audience. That’s how,
Influence plays a decisively major role in determining the purchase behavior of the
consumers and this research has also exhibited the concept on similar approach
towards Influence (Kefi, 2020).
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Demonstrated Knowledge and Purchase Behavior:
The Knowledge that is demonstrated by the YouTuber regarding the Endorsed Product
also impacts the Purchase Behavior of the Consumers. It was a common observation
that in the current times of COVID-19 Pandemic, companies used the YouTubers to
spread the message of wearing Masks and using Hand Sanitizers and eventually the
sales of both started increasing more as the endorsement was going on. Beekar Films
Channel demonstrated knowledge regarding the usage and investment in the Digital
Currency through endorsing Octa FX App and more and more people started to invest
in it through various resources. This is the level of impact a highly reputed YouTuber
can create in the virtual world resulting in successful implication in the real world and
being the reason for success of many Companies endorsing their Brands.
Positive Relationship between YouTuber’s Demonstrated Knowledge & Purchase
Behavior of Consumers has been observed as per the results of this research.
Knowledge demonstrated by the YouTubers in their videos has a strong impact on the
purchase behavior of the consumers regarding various products. A YouTuber’s
Knowledge about the endorsed products represents a strong evidence of their
command over the brand and thus, consumers find that knowledge to be significantly
helpful in decision-making for various brands of their choices. So, it acts as an
important determinant for shaping up the purchase behavior and this research has also
accentuated the concept of knowledge consistently to the previous research (Manik,
2021).
Conclusion
Summary of Methodology:
The Research Methodology is inspired by the Research Onion which is a holistic approach
towards covering methodological aspects of the study. The Research Philosophy used in this
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Research was Positivism Philosophy. The Research is Quantitative in Nature as it has
presented the Statistical Analysis and Findings over the built hypothesis. The Survey Data
Collection Method has been used and the Survey Questionnaire was created on Google
Forms and then distributed via the online channels. The Population for this Research consists
of the People in Karachi. Non- Probability Convenience Sampling has been used in this
Research. The Sample Size is 385, based on the estimates of Raosoft Sample Calculator. The
Research Questionnaire was adapted from previous research and it is based on the six-point
Likert Scale, beginning from Strongly Agree and ending at Strongly Disagree. The
Confidence Interval opted for this research was 95% and 5% was the margin of error which
was most appropriate for this research. The Respondents of this Study were 51% Male and
49% Female, associated with watching YouTube and doing online purchases as well, most of
them aged between 15-25 years.
The Research Approach which has been used in this Research, is Hypo-thetico Deductive
Approach in which, the Hypothesis had been built in the beginning and then tested for
significance by using different statistical tools. To test the proposed hypothesis of the
Research, SPSS Statistics Software has been used as a Statistical Model.
Summary of Main Findings:

All the Hypothesis of this Research had been tested with complete accuracy and the results
justified the findings of previous studies. Demonstrated Knowledge (β=.541, p<0.05) and
YouTuber Awareness (β=.153, p<0.05) were the two most effective factors to influence the
Purchase Behavior of Generation Z Consumers. This implies that Purchase Behavior of
Generation Z Consumers is mostly affected by the Knowledge demonstrated by the
YouTubers in their videos while sponsoring any Brand and also by the level of Awareness
that the YouTuber has been able to gain among the masses. The Findings from Data Analysis
present figures which proved to be ideal to arrive at a conclusion which is in favor of this
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research study. Moreover, the Findings of the Research indicated that all the Independent
Variables have a significantly positive impact on the Dependent Variables. This implies that
the Purchase Behavior of the modern-day smart consumers of today, is influenced by the
level of awareness a sponsored YouTuber has in the target market, the level Credibility he/she
has among his/her audience, the kind of Influence he/she has been able to inflict and also, the
sort of knowledge he/she delivers to the viewers on his/her YouTube Channel, all of these
factors combined, determine whether the consumer who’s watching the sponsored
advertisement of his/her favorite YouTuber, is also going to purchase that product or avail
that service or not. Therefore, YouTubers have a huge part to play in brand building and
generating customer equity for major brands as nearly everyone watches YouTube these days
so, it represents a huge opportunity for branding and sponsorship content.
Moreover, the Findings of this Research have indicated that People take YouTube
Advertisements very seriously while looking to purchase a brand which they have never
experienced before or a service which they have never availed before. This risk exists mostly
in online purchasing platforms as those are the most advertised on YouTube, for example,
Daraz, Savyour, Octa FX, Careem, Bykea, Hukum Janab, Foodpanda and many others as
well. Although the impact of Demonstrated Knowledge (β=.541, p<0.05) and YouTuber
Awareness (β=.153, p<0.05) is more than the Influence (β=.111, p<0.05) and Credibility
(β=.054, p<0.05), we still cannot deny the fact that YouTube Ads, even the sponsored ones
are annoying to many people who are concerned mostly with the content of the video they’re
watching. The whole concentration level gets disturbed if upon clicking the video, most of
the time-space is occupied by the sponsored content and then there is not much left in the
video to watch. It happens usually when that sponsored content is shown either in the starting
phase, mid phase or even at the point where level of curiosity or interest is building up in the
video.
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However, it has also been observed that if the sponsored content is being shown in the last
few seconds of the video, it becomes more admirable and appreciated by many viewers
because by then the flavor of the content shown, has been absorbed within their minds so it
doesn’t create any distractions for the viewers. The Tech Channel on YouTube by the name of
“Mrwhosetheboss”, is doing this job amazingly well, while there is much to learn for many
other YouTubers in this dynamic world of digital media buying and endorsements.
Moreover, the Adjusted R-Squared of the Research Study has been observed to be .674 from
the Model Summary of the research which has represented Good Fit of the Model as per the
established questions and objectives of the study. ANOVA has also proven to be positively
significant at .000, hereby rejecting the Null Hypothesis and signifying that there is no
constant variance among the data of the research.
Implications for the Study:

The research study can be suitable for practical applications as it has following implications
for the Managers and Policymakers:
 The Managers of various brands should consider YouTube as a golden opportunity as
it is more cost-saving rather than the generic celebrity endorsements.
 This Research Study has provided effective variables which could be considered by
the Brand Managers while looking to sponsor their brand on YouTube.
 The Research provides a detailed insight of consumer’s purchase behavior shaped by
the endorsements of YouTubers in order to assist the Managers in decision-making
regarding the endorsement ideas.
 This Research addresses to the YouTube Policymakers to focus and judge the
eligibility and credibility of the YouTubers to prevent the defaming of the platform.
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 The Research has provided guidelines to the Policymakers of YouTube about
consumer’s perception of the videos to consider its time-space allocation, to make the
viewing experience better for everyone.
 Policymakers are addressed on the context of this research to make necessary efforts
in assuring emphasis on credibility in product/service reviews to reduce any possible
risk for consumers who are influenced by the YouTubers.
Limitations of the Study:

Although the research has tried its level best in filling the gaps which were unexplored by the
previous researches, this research study still has limitations of its own, which are as follows:
 This Study has been done in Karachi and it is only limited to the YouTubers & the
Consumers of Generation Z in that region.
 The study was conducted in a limited time frame of one year and hence, it could only
work and produce results based on the data gathered around that period of time.
 This Research has focused on Purchase Behavior of Consumers, influenced by only
one Social Media Platform that is, YouTube and so, the other mediums are not
explored.
Suggestions for Future Research:

If anytime in future, the topic of Purchase Behavior is explored with regards to YouTube
Endorsements, this research has the following suggestions for future researchers:
 Future Researchers may use different variables and they may also use YouTuber
Influence as a Mediator, or they may add different mediating or moderating variables
of their own choice to test the same concept.
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 Future Researchers can also conduct the study in an increased sample size, different
population or a different consumer segment as this research was only concerned with
the Population of Karachi and only the Generation Z Cohort was focused in the study.
 In Future, the Researchers may also examine the Purchase Behavior with regards to
all the other Social Media Platforms as this study only focused on YouTube.
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Credibility-in-Advertainment-on-Building-Consumer-Trust.pdf
https://www.inderscienceonline.com/doi/abs/10.1504/IJBCG.2019.104076
https://worldpopulationreview.com/world-cities/karachi-population
https://res.mdpi.com/d_attachment/sustainability/sustainability-12-
05075/article_deploy/sustainability-12-05075.pdf
https://thejsms.org/tsmri/index.php/TSMRI/article/view/364
https://revistas.unav.edu/index.php/communication-and-society/article/view/36574
https://sci-hub.mksa.top/10.1016/j.jretconser.2019.102027
http://u3isjournal.isvouga.pt/index.php/ijmcnm/article/view/299/184
https://eprints.uny.ac.id/41794/1/22%20Azka%20Faranisa%20Ananda.pdf
https://sci.bban.top/pdf/10.1007/s11846-019-00370-3.pdf#view=FitH
https://www.inderscienceonline.com/doi/abs/10.1504/IJBCG.2019.104076
https://scholar.google.com/scholar?
hl=en&as_sdt=0%2C5&q=westenberg+youtube&btnG=&oq=westenberg
https://dl.acm.org/doi/abs/10.1145/3124116.3124130
Research Questionnaire
Please choose your response for each question. Slightly Agree Strongly Slightly Disagree Strongly
(1=Slightly Agree, 2=Agree, 3=Strongly Agree, Agree Agree Disagree Disagree
4=Slightly Disagree, 5=Disagree, 6=Strongly
Disagree)
YouTuber’s Awareness
Effective brand awareness created by
YouTubers affect Purchase Behavior.
New Company Offerings alerts from the
YouTubers affects Purchase Behavior.
Self-awareness regarding new YouTubers impacts
on the Purchase Behavior
Brand Consciousness prompted by YouTubers
impacts on Purchase Behavior.
Trending YouTubers lead towards a certain
`
37
Purchase Behavior.
YouTuber’s Credibility
Positive Perceptions on a YouTuber’s Content
influence the Purchase Behavior.
Consumer trust created by YouTuber’s Brand
Endorsement leads towards Purchase Behavior.
Customer Trust on Product benefits shown by
YouTubers influence the Purchase Behavior.
YouTubers with many subscribers have an impact
on the Purchase Behavior.
Trusting on Videos with mixed reviews about
Products leads towards certain Purchase Behavior.
YouTuber’s Influence
YouTubers’ Marketing Influence leads to a certain
Purchase Behavior.
Product/Services recommended by YouTubers impact
on the Purchase Behavior.
Product Experience influenced from YouTubers
generates Purchase Behavior.
YouTubers have a high influence on the Purchase
Behavior.
Standard of following YouTubers impacts on the
Purchase Behavior.
Demonstrated Knowledge
Effectiveness of Informational YouTube Ads
impact on the Purchase Behavior.
YouTubers being a good source of knowledge,
impact on the Purchase Behavior.
New Information from YouTubers on different
products generates a Purchase Behavior.
Valuable Product Knowledge from the YouTubers
affects the Purchase Behavior.
Assurance from YouTuber’s Product Knowledge
impacts on the Purchase Behavior.
Purchase Behavior
Featured Products on YouTube lead towards a
certain Purchase Behavior.
YouTube Endorsements affect the Purchase
Behavior.
Product Loyalty emerging from YouTube Ads
Actions resulting from YouTube Endorsements
affect the Purchase Behavior.
Brand Association due to favorite YouTuber

FYP Final Project Thesis

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FYP Final Project Thesis

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Impact of Effective YouTuber Endorsement on Purchase Behavior among Generation Z Consumers

Impact of Effective YouTuber Endorsement

Final Project Thesis

Muhammad Rauf Mughal (9428)

I am pleased to certify that Mr. Muhammad Rauf Mughal S/O

“Impact of Effective YouTuber Endorsement on

PAF – Karachi Institute of Economics and Technology (City

Final Year Project

SIR SYED OWAIS RIZVI

FINAL PROJECT APPROVAL

Project Title: Impact of Effective YouTuber Endorsement on Purchase Behavior

Submitted by: Muhammad Rauf Mughal.

Project Supervisor: Sir Syed Owais Rizvi.

Academic Year: Spring-Fall 2018.

The Board of Advanced Studies of PAF-KIET has approved this project,

Sir Syed Owais Rizvi,

Final Project Supervisor,

PAF-KIET City Campus,

As per requirement of my degree of BBA, I am submitting the Final Year

Project Report on “Impact of Effective YouTuber Endorsement on

Purchase Behavior among Generation Z Consumers” authorized by

brief literature survey.

and are essential for this project.

project could have not been completed.

Muhammad Rauf Mughal.

death and He has power over all things.” - (Al-Quran)

induced to accomplishment of the Thesis Project during my final year.

Significance of the Research:...................................................................................................13

Scope of the Research:.............................................................................................................14

Nature & Sources of Data:....................................................................................................17

Statistical Analysis Techniques:...........................................................................................17

Multiple Linear Regression:.............................................................................................17

Analysis & Results...................................................................................................................19

Bivariate Correlation Analysis:............................................................................................21

Multiple Regression Analysis:..............................................................................................22

Discussion of the Results:.....................................................................................................24

YouTuber Awareness and Purchase Behavior:..................................................................24

YouTuber Credibility and Purchase Behavior:.................................................................25

YouTuber Influence and Purchase Behavior:...................................................................26

Demonstrated Knowledge and Purchase Behavior:..........................................................27

Summary of Main Findings:.................................................................................................29

Implications for the Study:...................................................................................................31

Limitations of the Study:......................................................................................................31

Suggestions for Future Research:.........................................................................................32

largely unexplained as an integrative measure for the Purchase Behavior of Generation Z

research study suggested that YouTuber Awareness, YouTuber Credibility, YouTuber

Behavior of Generation Z Consumers

Keywords: YouTuber, Endorsement, Market Trend, Purchase Behavior, Generation Z.

is the most effective approach.

Advertising Methods include Cultural Advertising, Emotional Advertising, 3D Painting and

Celebrity Endorsement. However, Celebrity Endorsement is itself a wide area of Advertising.

them online to other users.

The Currently trending practices in advertising includes endorsement at a larger scale.

influence a large global community.

Z Consumers prefer watching YouTube for Entertainment, Guidance or other purposes as

can enhance the endorsement of their respective brand.

YouTube Marketing Communication on the several attitudinal associations of response

towards-Advertising Theoretical Framework. This Study also determines the possibility of

Independent Variables of the Study are Awareness, Knowledge, Preference, Mediating

Purchase Behavior of Generation Z Consumers. However, Gender as a Demographic Variable

Communication (Bolton et. al. 2020).

The Research, “Para-Social Interaction in the Digital Age: An Examination of Relationship

due to high Para-Social Interaction.