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Impact of Video Marketing on Consumer Purchase Intention

27. 5. 2022
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This scientific paper stated that video marketing has become extremely popular over the years. With the growth of digital avenues, video marketing promises to be a powerful tool for brand engagement. This research evaluated the impact of video marketing on customer purchase intentions. Quantitative research was conducted to identify the impact of video ads on the purchase intentions of customers. An online survey was carried out and data was collected from 175 respondents. SPSS was used to evaluate the data collected from respondents. Different tests were used to measure the impact of video ads on customer purchase intentions such as regression analysis, descriptive analysis, inferential analysis, bivariate analysis, and reliability analysis. Results showed that there is a positive value of β-coefficient which demonstrated that for every 1 unit increased in video marketing, customer purchase intentions are increased by 82%.

 

Research Questions 
  1. What is the impact of video marketing on customer purchase intention?
  2. Can video marketing influence customers to buy a certain product or service?

 

Video marketing has become extremely popular over the years. With the growth of digital avenues, video marketing promises to be a powerful tool for brand engagement. The area that this research has explored relates to consumers. The researcher focused on determining the impact of video marketing on consumer purchase intention. 

Through quantitative data analysis, it was found that there is a positive relationship between video marketing and customer purchase intentions. The survey results demonstrated that most of the respondents agreed that they are positively impacted by video advertisements and that content and information in video ads influence their purchase decisions. The outcomes of Pearson correlation show that there is strong relationship among video marketing and customer purchase intentions. Moreover, the outcomes of reliability analysis shows that all the scale items measured the same underlying phenomena which is impact of video marketing on customer purchase intentions. 

Brands should use video marketing to compel customers to buy their products. High-quality videos can help brand capture the attention of consumers and influence their purchase decisions.

 

Introduction 

 

With the constant advancement of internet technology, social media platforms have become famous leisure and entertainment platforms for young people, and several powerful social media influencers have appeared. Meanwhile, video marketing has gradually become a significant force in the brand marketing approach (Serapio & Fogg, 2009). Brands wish to utilize the influence of video marketing to gain more opportunities for sales and influence customer purchase intention. Customer purchase intention is also known as the intention of consumers or buyers. It measures every customer's inclination to purchase a service or product. It is the total sum of behavioral, and cognitive affects about using, adopting, and purchasing certain behaviors, products, ideas, and services. Purchase intention is an essential metric in advertising and marketing. Marketing and advertising are grounded on intentions. Intent advertising and marketing is about advertising items and goods based on the intentions of customers and the consumer's intent to use, accept and buy specific service and product which may not or may have been noticeably mentioned by the brand or company. Purchase intentions, to an extent, are effective in planning and designing advertising and marketing promotions and activities. A consumer's intention can make it very easy to precisely repeat what type of content must be added and displayed in marketing and advertisement. Consumer's intention can depict the information towards the understanding and knowledge levels of the customer's mind-set. On the ground of this dimension, marketing activities are designed. The purchase intention of the consumer base is examined to create a cohesive map of how to go about a marketing and advertising campaign. Brands and products require an approach of video marketing. This idea is not new. Video marketing has become important on every channel and platform. Video is no longer considered just a single part of an advertising and marketing plan. It is central to any brand and product's campaign efforts and outreach, particularly its social strategy. Video marketing has completely dominated marketing (Lin et al., 2022).

In 2021, video marketing continued to be an effective and powerful technique to engage and connect with potential customers. Because most businesses are heading toward online platforms, there is no surprise that customers' habits have changed a lot.  Some key findings include 93% of customers stated that video is beneficial when buying a good and also said that video was their number one most preferred type of content from brands on social media. YouTube, Facebook, and Instagram are top three social media platforms customers utilize to find the newest service and products (Yüksel, 2016). When getting to know and learning about a new service and product, customers prefer video compared to reading about service and products. 64% of customers stated that viewing a video marketing campaign on social media has directly impacted their purchasing decisions (Sánchez, 2017). 

Video marketing can significantly influence a brand's result because it enables them to connect with customers much more intimately and personally. Video allows the brand to engage with the audience and showcase the characteristics of a product or service creatively, educate the audience about business, give value through entertainment and endorse essential products and campaigns, all the while creating credibility and trust with customers and improving the brand. Stimulatingly, customers do not use video only from home. According to the current data from Google, the survey reported that 55% of customers used online video while going shopping in-store. Generally, consumers pull out their smartphones, do a quick search, and watch a video to gain instant knowledge and information on the product. According to the same survey by Google, more than 50% of customers use online video to determine which product and brand to buy (Ospino, 2021). Fundamentally, consumers utilize their phones to view a quick video and then check the pros and cons about brands and products.

 

Research of the Rationale

 

Today, the digital landscape is mixed up with content competing for customer attention has had some marketers reformulate their approach. However, consumers remain hungry to purchase, even options are flooded in the marketplace. The role of video marketing is to identify a way to get noticed, break through the noise and engage the target market. In the years since technological advancement has emerged, research on the impact of several marketing mediums on customer behavior mentioned video as an effective marketing tool (Sedej, 2019). 

Brands have seen the need and value for the use of video marketing for business growth, and the trend has been constantly strong in 2021. The impact of video marketing on business has made it evident for brands that video is not just a small part of the puzzle. The video is an essential driver of a brand and product's success and must be at the core of any effective and successful marketing approach. Current research claims that 93% of marketers say video is essential for their marketing approach. 78% of marketers found that video marketing has enhanced their business's net income (Hubspot, 2021). If the digital marketing agency and brand are not using video when the competition is tough, the brand can lose out on vital opportunities. Video marketing has one of the most substantial benefits, i.e., the versatility of video and the chance to impact customer purchase intention positively. Video marketing can be used in every sector or business and across any social media platform to affect consumers' minds. When it comes to reaching consumers, the brand can utilize several digital marketing strategies to impact the customer purchase intention. From social media ads to a helpful web page, digital marketing and advertising provide an excess of mediums for marketing the brand and product. One of the powerful marketing tactics is video. Video marketing is influencing customers at high levels. Most consumers are now turning to online videos to make key purchasing decisions. Therefore, it is critical for the digital marketing approach to involve video (Martin, 2012). This study aims to identify if video marketing has positive and effective effects on the customer purchase intention and to know if video marketing shapes the customer decision.

 

Significance of the Research

 

Marketing and advertising are majorly grounded on purchase intentions as a dimension that leads to the rise in the return on the cost, which means marketing and advertising activities. Having accurate dimensions and an idea of consumers' intentions can assist in designing the marketing and advertising activities so that the brand or product can reach the targeted audience and lead to high customer engagement and high return on cost. This happens because of the lack of need for the conception of awareness about service and product reduced by the brand in the customer's mind. Purchase intention as a dimension can be recorded and predicted based on the interaction and behavioral database, taken openly when the consumer tries to buy a service and product, and the transaction gets cancelled, and the purchase does not occur. Video marketing is about using videos to market and promote the service or product, upsurge involvement on social and digital channels, educate customers, and reach the targeted audience with the new medium. In 2021, the years analyzed the increase in video usage as a marketing and advertising tool. Nowadays, video marketing is a holistic marketing approach which means the content of the video must be produced by all teams in a measurable, conversational, and actionable. Video marketing is beneficial for more than promotion. It shapes the decision of the customer to purchase and buy the product (Luo et al., 2013). 

The single mention of the term video in the subject of an email can increase the open rates by 19%. 90% of consumers say that video assists them in the decision-making process. But video marketing has not changed how customers buy and businesses market; it is also transformed how salesperson connect with potential consumers. (Hubspot, 2021). 

 

Research Objectives

 

This scientific paper aimed to analyze and study the following points:

 

  • To determine the impact of video marketing on customer purchase intention
  • To determine if video marketing can influence customers to buy a certain product or service

 

Research Questions 

 

  1. What is the impact of video marketing on customer purchase intention?
  2. Can video marketing influence customers to buy a certain product or service?

 

Research Hypothesis

 

H0: Video marketing has a positive impact on customer’s purchase intention.

HA: Video marketing does not have a positive impact on customer’s purchase intention.

 

Methodology 

 

Research design - There are so many designs scholars use when conducting research. The best-fit design of this research is exploratory. The research process studies and investigates the issue that has not been thoroughly examined and studied in the past work. Since there is a lack of research on the influence of video marketing on customers' purchase intention, this exploratory design was conducted to have better knowledge and insights about the usage of video marketing to influence the customer's decisions. Exploratory research usually does not lead to a final result.  Researchers use exploratory research to understand an existing spectacle and attain new insights into it to form a more complicated issue (Mainardes et al., 2010). It starts grounded on the general outcomes, and the research idea is utilized to find relevant issues with the research topic. In this research design, the research process differs according to the finding of new insight and data. This design is referred to as the grounded theory approach and interpretative research; the results of this research offer answers to questions like why what and how. There are many exploratory research methods available for data collection and research. But experimental research has been categorized into two main methods: secondary research methods and primary research methods. This research topic is essential and valuable for both entities, i.e., for brands and customers.

Research philosophy - Developing data and knowledge and sourcing and nature are all part of the research philosophy. The research philosophy is particular about how facts and information obtained from a spectacle should be utilized, gathered, and interpreted. Scientific research philosophy is a method that allows scientists to transform thoughts into knowledge in the context of their study. Researchers have discussed and differentiated four primary research philosophy trends, which have been discussed and distinguished in the works of many scholars: realistic research philosophy, positive research philosophy, pragmatist research philosophy, and interpretivist research philosophy or interpretivist research philosophy. The positivist research philosophy will serve as the foundation for this research work. They claim that the social world may be implicit and scientifically objective. In this kind of philosophy, the researcher assumes the role of an impartial analyst, distancing oneself from their ideas and ideals and working on their initiative. According to Crossan (2003), scientific knowledge and understanding are the only ways to discover and comprehend reality.

For the current study, the researcher adopted positivism research philosophy. In positivist study, the researcher's involvement is limited to data collection and objective interpretation of the findings. In other words, the researcher operates as an unbiased analyst, maintaining a clear separation between themselves and their own beliefs throughout the study. Most of the time, the outcomes of these types of inquiries are observable and quantifiable. Positivism is based on quantitative observations that can be analyzed statistically instead of other forms of thinking. It has been the dominant research style in the business and management disciplines for decades. According to Schrag (1992), positivism as a philosophical system is compatible with the empiricist premise that knowledge is gained from human experience. According to its ontological approach to the universe, it is seen as a collection of independent, observable things and events that interact in predictable, predictable, and regularly occurring ways.

Positive studies eliminate the researcher from the study and make no account for human motivations inside the study, another drawback. In positivist research, deductive methods are often used, but inductive methods are generally associated with phenomenology. Also, whereas positivism is based on the assumption that researchers must solely concentrate on facts, phenomenology is based on the concept that researchers must focus on meaning and include human interest.

Research method - The method that was adopted for the current research was quantitative approach. Among the steps in the quantitative research process are gathering and analysing numerical information. It is essential to employ regression analysis to detect patterns and averages, make predictions, investigate causal relationships, and generalize results to bigger groups (Zilles et al., 1980). Among the scientific and social sciences, quantitative research is widespread in biology, chemistry, psychology, economics, sociology, and marketing, to name a few disciplines. In the social sciences, quantitative approaches prevail as a research framework for conducting investigations. An investigation of psychological, social, and economic processes via the evaluation of numerical patterns is represented by a set of strategies, approaches, and hypotheses that are utilized to explore these processes. The goal of quantitative research is to advance knowledge and enhance understanding of the social environment. Behavioral social scientists, particularly communication scholars, use quantitative research to investigate events or occurrences that impact people's lives. Individuals are of interest to social scientists because they may be studied. When it comes to acquiring information about a certain group of people, quantitative research is used. For the analysis of quantitative data, researcher conducted descriptive analysis and inferential analysis 

Descriptive statistics offers a high-level summary of the data and include averages and measures of variability. Additionally, researchers may use graphs, scatter plots, and frequency tables to present data and seek for trends or outliers. When it comes to descriptive statistics, the data collection characteristics are summarized and categorized. A data set is a collection of responses or results obtained from a sample of a population or from the whole population (Fisher & Marshall, 2009). A descriptive statistic is used to characterize responses after they have been collected in quantitative research. For example, it may be used to characterize the average of one variable, such as age, or the connection between two variables, such as age and creativity. In descriptive statistics, measures of central tendency and variability are employed to describe the data. In contrast to these measures of central tendency, the skewness, standard deviation, maximum and minimum variables, and the variance and kurtosis are all measures of variability, as are the maximum and minimum variables.

Next step was to perform inferential analysis, which aids researchers in assessing if data corroborate or contradict a hypothesis and whether the hypothesis is generalizable to a larger population. Researchers use inferential statistics to make predictions or generalizations based on data collected via experimentation. For example, using sample data, the researcher may test hypotheses or estimate population parameters for a population. In addition, researchers use inferential statistics to reach conclusions not based on quick facts. For example, researchers may use inferential statistics to infer what the general population would think based on the sample data. Researchers may also use inferential statistics to make educated guesses about the possibility that a difference between groups is statistically significant or that it happened by chance in this study. Because of this, researchers use inferential statistics to draw generalizations from our data; researchers employ descriptive statistics to describe what is occurring in our data (Allua & Thompson, 2009). In the current study, descriptive and inferential statistics were used to present the findings for answering the research questions and testing the hypothesis. 

Data collection - When researchers talk about "data collecting," they refer to the process of acquiring, measuring, and assessing accurate insights for research purposes via the use of recognized and accepted procedures, such as questionnaires (Duffy et al., 2004). A researcher's hypothesis may be evaluated based on the evidence that has been collected. Regardless of the topic under investigation, data collection is often the first and most important step in research. The techniques used to gather data differ depending on the subject of the study and the kind of information sought. Obtaining adequate information-rich and trustworthy data for statistical analysis is the major purpose of data collection, which allows for data-driven research decisions.

To gather information, a close-ended questionnaire was used in this study. A questionnaire is a research instrument consisting of a series of questions and potential replies that are written or typed in succession on a form that is intended to elicit specific information from participants. In most cases, questionnaires are given to the people who are engaged via the mail or the postal service, with the request that they complete and return them. On the questionnaire, informants must read and grasp the questions and react accurately in the space provided on the questionnaire. The questionnaire is designed to turn the relevant facts into a series of questions that informants can and will answer. It is not intended to be exhaustive (Boynton & Greenhalgh, 2004).

In the research, a Likert scale questionnaire was used. In this questionnaire, closed questions are included, and it is considered as a common tool in examining opinion. It is a 5-point scale which is used to enable the people to express how much they disagree and agree with statement (Barua, 2013).

This scientific paper collected the data using a questionnaire based on the Likert scale. The questionnaire was sent to consumers. Consumers' data was obtained from different companies. The researcher sorted out the data. The total participants in the study were 175 participants. The researcher sent an invitation to participate in survey-based research. According to customers' responses, the questionnaire was sent to them online.

 

Data analysis  

 

The word "data analysis" relates to purifying, altering, and modelling data to reveal useful information that may be used to make business decisions. With data analysis, the researcher may extract meaningful information from data and use that information to make choices based on findings. This research analysis of the data was through a statistical package for the social sciences and ANOVA. 

SPSS, an abbreviation for statistical package for the social sciences, is a software program that may be used to change and analyze a wide range of data types. This information might come from several sources, including scientific research, customer data, Google Analytics, and even the server log files of a particular website. Besides relational databases (SQL databases), SPSS also supports all commonly used file formats for structured data, including plain text files (Sun, 2019). The SPSS findings were presented visually via graphs and charts.

ANOVA is referred to as the analysis of variance method. This statistical test allows the researcher to examine the statistical significance of differences between groups of data using an ANOVA analysis. When taking representative samples from each group, it is possible to determine the degree of variance (St & Wold, 1989). Analysts use the ANOVA test to investigate the relationship between independent and dependent variables in a regression study, which is a kind of statistical analysis.

 

Findings of the Study

 

Descriptive Statistics - In Table 1, there are descriptive statistics of the data. The table shows the values of minimum, maximum, mean and standard deviation. The mean value of gender is 1.70 and std. deviation is 0.713. The mean value for age of respondents is 2.35 and std. deviation is 1.27. The mean value for education is 2.05 and std. deviation is 0.811. The mean value for industry type is 2.30 and std. deviation is 1.29. The mean value for willingness to see short videos is 1.37 and std. deviation is 0.682. The mean value for preferred platform is 1.98 and std. deviation is 1.186.

 

Table 1

Descriptive Statistics

 

Regression analysis

H1: Video marketing has a positive impact on customer’s purchase intention.

The hypothesis proposed in this research was if video marketing has a positive impact on customer purchase intentions. A regression analysis was carried out to see if the hypothesis is accepted or rejected. The results of the regression analysis are shown in Table 2. 

Table 2

Regression Analysis

 

 

The table of ANOVA is demonstrating the values of significance and F. Considering the outcomes of ANOVA, there is a positive impact of video marketing on customer purchase intentions at p<0.05 for three conditions [F(1, 173) = 583.978, p=0.000]. The table of coefficient is demonstrating the values of β and value of significance. A simple linear equation was calculated for predicting customer purchase intentions based on video marketing, β=.82, (173) = 3.441, p < 0.001. Moreover, there was a significant regression equation (F (1, 173) = 583,978, p < .000 with and R2 value of .771. The value of t is greater than 3 and therefore the hypothesis suggested in this study was accepted (p < 0.05). There is a positive value of β-coefficient which shows that for every 1 unit increased in video marketing, customer purchase intentions is increased by 82%. 

Inferential Statistics - Inferential statistics allows the researcher to make descriptions of data and then draw inferences and conclusion from the data set. Using inferential statistics, the researcher can conclude if the hypothesis proposed in the research is accepted or rejected. The hypothesis suggested in the study was: H0: Video marketing has a positive impact on customer purchase intentions. Considering the confidence interval of 95%, the decision is fixed at 0.05 (p=0.05). This implies that the value of p is less than or equals to 0.05 and thus the hypothesis is accepted. In this study, p < 0.05 and thus the suggested hypothesis is accepted (Table 3). 

 

Table 3

Inferential Statistics 

 

Question 2

The respondents in the study were also asked if video ads help develop awareness regarding the products and its features. Around 37.71% of the respondents strongly agree that video ads help develop awareness regarding the product advertised in the video. Around 37.14% of the respondents agree to this and 4.57% strongly disagree (Figure 2). 

Figure 2

Awareness of products

 

Question 3

Respondents were asked if they prefer watching video ads as they convey efficient messages in a short time span. Around 36% of the respondents strongly agree that they prefer watching video ads as they convey efficient messages in a shorter time span. 

Figure 2

Video ads convey efficient messages

 

Question 4

Respondents were asked if they feel any connection with the video ads. Around 34% of the respondents said that they feel deep connection with the video ads which want them to connect, like and share the videos. Around 38.86% of the respondents agree to this whereas 9.71% of the respondents strongly disagree. 

 

Figure 4

Connection with video ads

 

 
Question 5

Respondents were also asked about the impact of sounds used in the video ads. 25.71% of the respondents agree that the sounds used in the ads orient attention and intensify their emotions. 40.57% of the respondents agree to this and 8.57% strongly disagree. Figure 5 shows the results of this question. 

 

Figure 5

Sounds used in videos

 

Customer Purchase Intentions

 

Question 1

Respondents were asked about the product information given in the video ads. Around 41.71% of the respondents agree that the product information provided in the video ads make their purchases easier. 30.29% of the respondents strongly agree and 8.57% strongly disagree. 

 

Figure 6

Information in ads

 

 

Question 2

 

Another question asked from the respondent was if the product information in the video ad proves to be useful for their purchase. Around 43.43% of the respondents agree to this whereas 28.57% of the respondents strongly agree. Around 8.57% of the respondents strongly agree to this. 

 

Figure 7

Product information for purchase intentions

 
Question 3

Respondents were also asked if the contents of the video are well-presented and they affect the purchase decisions. Around 44.57% of the respondents agree to this and 25.71% of the respondents agree to this. Whereas 20% of the respondents strongly disagree to this. The results of this question are presented in Figure 8. 

 

Figure 8

Contents of video

Question 4

Respondents were asked about their attitude after watching a video ad. Around 46.86% of the respondents strongly agree that well-presented content of the video affect their purchase decisions. Around 13.71% agree to this and 12.57% of the respondents strongly disagree. 

Figure 9

Positive attitude towards purchasing 

Question 5

Respondents were asked if they would buy the products mentioned in the video ads. Around 36.57% of the respondents strongly agree whereas 31.43% agree to this. Whereas around 6.86% of the respondents strongly disagree. 

Figure 10

Product purchase in future

Pearson Correlation

Pearson correlation is a measure of strength of a linear relationship among variables. The values of Pearson correlation range from +1 to -1. The value of 0 shows that there is no correlation. The value of 1 is total positive correlation and -1 shows total negative correlation.

A value of 0.7 and greater among two variables indicates that there is a positive and significant relationship among two variables. In this research, the value of Pearson correlation is 0.87 which shows that there is a positive relationship among video marketing and customer purchase intentions. 

Table 4

Pearson Correlation 

 

 

Reliability Analysis

 

The table 5 below shows the results of reliability analysis. Cronbach’s Alpha is used for measuring the reliability. Cronbach’s alpha measure the internal consistency of the scale items. The value of Cronbach’s Alpha is higher which shows higher reliability of scale items. 

 

Table 5 

Reliability analysis

Summary

The results of regression analysis demonstrated that there is a significant and positive relationship among video marketing and customer purchase intentions. The survey results demonstrated that most of the respondents agreed that they are positively impacted by video advertisements and content and information in video ads influence their purchase decisions. The outcomes of Pearson correlation show that there is strong relationship among video marketing and customer purchase intentions. Moreover, the outcomes of reliability analysis shows that all the scale items measured the same underlying phenomena which is impact of video marketing on customer purchase intentions. 

 

Discussion 

 

Lately, there has been different media being used in advertisement such as radio, print and television. From the internet inception, there have been more media such as search engine marketing, online advertisement, blogs, and podcasts. One of the objectives of advertising is communicating to customers. Though, simple communicating with customers in the age of internet is not sufficient to increase sales. It is thus recommended that online customer experience and web 2.0 are the major driving forces behind online sales (Sedej, 2019). Thus, a more advanced advertising medium was required to stimulate customers purchase intentions. Video advertisement is an innovative and creative way to advertise in video format that offer an introduction to how products operate and how they function. Unlike to fantasy stories and abstract scripts utilized in conventional ads to attract customers, video ads emphasize on products themselves. Customers can learn about the products from the ads directly. YouTube is considered as one of the main advertisement mediums used by organizations globally because of its huge number of subscribers. YouTube enable its advertisers through launching a program for calculating the percentage of the revenues earned by the advertisements (Kotler and Armstrong, 2013). Moreover, social media has become a major channel for promoting online ads. The social media and internal continue to icnrease with the number of users expanding rapidly. With time, there are more social media platforms such as Twitter, Facebook, and Instagram. 

Buinessess should no long utilise traiditonal media alone for reaching their customers. YouTube ads and traditional media ads could complement  one another for assist firms reach more customers Advertising on mediums such as YouTube and tradiitonal media could complement one another to helo firms reach their target market and make effective use of advertising budget. The ads using new media along with traditional media could cover more target market. Studeis have demonstrated that the attitudes of customers towards video ads leave an impact on brand effectiveness which develop purchase intentions of the customers. Customer purchase intentions are affected by attitudes of customers towards the ad. Previous studies have also identified that purchase intentions are devied by advertisment value and recommendations shared by other users (Dehghani et al., 2013) . Information and entertainment are considered as the major predictors of advertising value on Facebook and YouTube. Through video ads, customers get to learn about new products, their beenfits and compare product information. Respondents have reported the ability of video ads to supply information and consider it as a key reason to approve it. Advertisers often prefer providing entertaining ads because they think that it might increase the effectiveness of the message. They believe that entertaining ads generate positive attitude in the minds of consumers. When customers watch online ads, they need to know about the information of advertised product or services, emotional release (entertainment), and trust on the brand (credibility). 

Moroever, video viewing habits of customers have changed dramatically in current years with increased viewership moving from table-top television sets to desktops and mobile internet accessible devices. As an outcome, advertising firms have started to advertise their brands throught social media platforms such as YouTube and Facebook. The results of this research concluded that there is a positive relationship among video ads and customer purchase intentions. Repsondents revealed that their purchase intentions are shaped by the information and style of the video ad (Costa-Sánchez, 2017). Respondents stated that they often look for product related information in the video ads shows on online platforms such as YouTube, Facebook and Instagram. Thus, it is proved that videos are powerful communication as well as marketing tool which help businesses increase their sales and profits and attract and inform customers regarding new products and services.  This format can be decoded easily and it offer more options to achieve the golas in an environemnt when customer attentions is the most valuable resource. The objective of video marketing is viralisation through networks and finally attracting a huge amount of traddic to the website of businesses. Some of the notable benefits of video ads inlcude increase in engagement and virality, transmit better, products are remembered best and are suitable for search engine optimisation (SEO) (Costa-Sánchez, 2017). 

 

Recommendations and Implications

 

The outcomes of this research have implications for advertisers and marketers. Marketers are needed to allocate more budgets on video advertisement as compared to traditional media. Marketers must use online video ads as a new form of advertising to target online customers around the globe. However, there is a need to understand the attitudes of customers towards video ads (Luo et al., 2013). Future studies are recommended to explore the attitudes of customers regarding online video advertisements. For effective use online ads, marketers should also benefit from the perception of customers regarding the usability of web media and its effect on attitudes towards advertisements.  In future, there is also a need to study the indictors of advertising effectiveness which include effectiveness, recall, attitude towards brands, purchase intent and advertisement ability. One of the critical predictors of purchase intentions is advertising flow. Flow is a completely immerse state which people experience when they act with the environment. Thus, flow is a significant aspect for customers to increase their purchase intentions. It is essential for future researchers to identify the antecedents of advertising attitudes and flow experience carefully (Yan et al., 2016).  With the rise in social media use, marketers are also needed to consider advertising on social media platforms such as YouTube and Facebook.

 

Limitations

 

Like other studies, there are also some limitations involved in this paper. One of the limitations was the use of limited sample size. In future, it is recommended to use a larger sample size to make results more generalizable to larger population. Another limitation of this study was using only one research method. In future, a multi-research strategy can be used which involved both qualitative and quantitative research methods. This would also the researcher to gain an in-depth analysis of the data. 

 

Conclusion

 

Businesses today are changing their market strategies towards social media to promote products and services. Online video ads are among the fasted growing platform of advertising on social media. Internet provides an opportunity to advertisers to market their products and services in different formats customized to their requirements and budget (Arbouw, Ballantine, & Ozanne, 2019). Due to increased use of online media, trust of consumers in online ads is increasing nowadays and the shift in usage of this platform is significant. Online ads are transmitted through online video system which allows users to watch and share the video content.  This research evaluated the impact of video marketing on customer purchase intentions. Quantitative research was conducted to identify the impact of video ads on purchase intentions of customers. An online survey was carried out and data was collected by 175 respondents. SPSS was used to evaluate the data collected from respondents. Different tests were used to measure the impact of video ads on customer purchase intentions such as regression analysis, descriptive analysis, inferential analysis, bivariate analysis and reliability analysis. 

A significant regression equation was found to predict customer purchase intentions based on video marketing, β=.82, (173) = 3.441, p < 0.001. There was a significant regression equation (F (1, 173) = 583,978, p < .000 with and R2 value of .771. The value of t is greater than 3 and therefore the hypothesis suggested in this study was accepted (p < 0.05). There is a positive value of β-coefficient which demonstrated that for every 1 unit increased in video marketing, customer purchase intentions are increased by 82%.

Video ads are meant to inform and persuade people and the end objective is to increase the sales. For motivating customers, advertisements often take the benefit of the relationship among emotional experience and attitude towards the ad. Advertisements also tend to create a positive affective experience which customers might relate with some brand. Video marketing encourage customers who create the demand for specific, concise and meaningful content and also meet the needs of the sellers who intend to receive a positive response from the consumers in an effective manner.  Moreover, in this age of internet, YouTube has become a key channel for every marketer. It is a place to let the creativity shine through and involve with massive audience and developing long-term platform for the organization (Miller, 2011).  The success of online video ads defined on different factors. Videos allow for fast, shareable consumption through social networks. Moreover, the new media is audio-visual such as Snapchat, YouTube, Periscope and Vine.  The spread of broadband and more use of social networking sites and the ability to embed and link YouTube videos by number of websites have all contributed towards the surge in video ads. Embedded videos can also increase the website traffic up to 55%. The videos posted on Facebook increase user engagement with the brand websites by 33%.  Moreover, people who watch video ads using their mobile devices share the contents with other people in their surroundings and their contract lists (Costa-Sánchez, 2017).  Some of the common objectives of video marketing include improving sales revenue, increasing the traffic on website, increase conversion rates, lead generation, brand awareness, online engagement and educating customers.  Thus, businesses are required to used video ads and increase the budget for these ads to attract customers, increase traffic on their websites and improve their sales revenue.

 

Author: Nihat Donmez

 

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