A Study on Marketing Communication Effectiveness of Youtube Videos in Saudi Arabia

The focus of the study was to find out the determinants of marketing effectiveness of YouTube video communication and its contribution to the customers' online and offline shopping experience. In order to study the relationship among the six independent variables selected for predicting the marketing effectiveness of YouTube video communication through social media, multi-item scales were used. A majority of the respondents were between the age group of 19-29 years (45%). The adjusted Regression equation for determining marketing effectiveness of YouTube video marketing communication i ME = 0.79 + 0.22 MCR + 0.49 SCP + 0.18 REL + 0.19 MAE. According to the multiple regression analysis, it was found that TVH Ads were influenced respondents while making their shopping list and purchases. In summary, customers' responses resulting in positive emotional reactions in the form of likes, shares, Comments and Customer feedback on social media were increasingly being seen as real and sustainable differentiator between competing retail stores under study.