Unlocking the Potential of YouTube Marketing Communication: The Effects of YouTube Influencer Attributes on Millennials’ Purchase Intention in Pakistan


  • Sanan Waheed Khan Research Fellow, School of Communication, Faculty of Modern Languages and Communication, University Putra Malaysia, 43400, Selangor, Malaysia
  • Deeba Shahwar Assistant Professor, Department of Mass Communication, The Women University Multan, Pakistan.
  • Sumera Khalid Lecturer, Department of Mass Communication, The Women University Multan, Pakistan.




digital marketing, YouTube Marketing Communication, consumer behavior, purchase intention


Companies can use digital media to promote their goods or services on social media sites like Facebook, Instagram, and YouTube. From various viewpoints, several academics investigate the influence of various social media applications on consumer purchasing behavior from various angles. This study looks at how YouTube ads are used to build brand awareness and image and how they affect people's plans to buy. Respondents in this survey are millennials who live in Multan, Punjab, Pakistan, and the neighboring territories and are 18–34 years old. They were selected using a non-probability sample approach from Multan City and adjacent areas. The smart PLS is used in conjunction with structural equation modeling (SEM) in this work. YouTube ads affect brand awareness and brand image, but they do not affect people's ability to make good decisions. YouTube ads have a significant association with the urge to conduct a transaction. This study did not use brand awareness and brand image as mediators because they had nothing to do with people's buying plans.