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Role of Youtube and Instagram Advertising in Attracting Gen-Z Consumers in Delhi-NCR
Abstract
Similar to a rising global trend, Gen-Z consumers in Delhi-NCR are spending more time on social media sites such as YouTube and Instagram. Understanding how advertising on these sites affects their purchasing decisions is critical. This study investigates the influence of YouTube and Instagram advertising in recruiting Generation Z customers. Based on a recent study that highlighted entertainment, informativeness, customization, and irritation as important elements impacting advertising value on YouTube, this chapter analyzes how these features influence brand awareness and purchase intention among Gen-Z consumers in Delhi-NCR. The study predicts that, like YouTube, Instagram commercials that are entertaining, informative, and personalized will be more effective in attracting Gen-Z customers. In contrast, irritating advertisements will have a negative influence. By evaluating these aspects, the study provides useful insights for marketers looking to use YouTube and Instagram advertising to effectively attract Gen-Z consumers in Delhi-NCR.
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