THE IMPACT OF THE YOUTUBE PLATFORM ON CONSUMER PURCHASING ATTITUDES AND BEHAVIORS IN THE CONTEXT OF VIDEO MARKETING CONTENT

Purpose: The study aimed to determine, inter alia, the extent to which the video marketing content posted on the YouTube platform influences consumers' awareness and perception of companies and their offers. An attempt was made to solve the research problem, including examining whether and how video content influences consumers' purchasing decisions, and what elements draw the most attention during viewing video marketing content on YouTube. Design/methodology/approach: A diagnostic survey method was used in the study, with an online survey as the research technique and a survey questionnaire as the tool. The survey covered a sample of 100 persons, 50% of whom were females and 60% were males, with the largest group of respondents (54%) residing in cities of an over 150 000 population. Findings: The survey showed that 94% of the respondents confirmed using YouTube, stressing the relevance of the platform as a key video marketing and communication tool. YouTube has become an integral part of corporate promotional strategies, and messages tailored to specific audiences have rendered video content essential in the building of brand awareness and the shaping of consumer perception of companies. Originality/value: Owing to its unique features and global reach, the YouTube platform has become a cornerstone of modern marketing strategies, combining the power of image with emotional impact on consumers. Video marketing visibly affects the perception of companies, emphasizes its role in creating positive brand images among audiences. For this reason, YouTube serves as an invaluable tool companies should utilize for effective promotion and to build lasting relationships with consumers.