The effectiveness of company/brand YouTube advertising in creating word-of-mouth: A study amongst South Peninsula High School learners

Abstract

Social media has exploded into society and increased the speed of communication with roughly 373 million users. This has become a hub amongst marketers and has created business opportunities. The establishment of YouTube in 2005 has altered conventional advertising by enhancing a basic human need to communicate through interaction with consumers directly. This has been supported by the rapid growth of mobile access users in South Africa. Researchers conducted an investigation among South Peninsula High School learners into the effectiveness of company/brand YouTube advertising on the cognitive attitudinal components (awareness and knowledge) and in creating word-of-mouth (WOM). Research objectives were first established before an interviewing methodology questionnaire was conducted on a sample of 400 Generation Z participants. YouTube is the fastest growing website with an audience reach of 19.6 million – a majority between 12 – 17 years. The study revealed that there was a noteworthy finding on company/brand YouTube advertising, but the main results were seen in the area of WOM influences. The report on this investigative research will assist the way company/brands utilise YouTube advertising and the perceived value WOM brings to their advertisements.