AN INFLUENCE OF YOUTUBE ADVERTISING ON CONSUMER BEHAVIOR ACROSS SOCIAL MEDIA PLATFORM

Abstract: This research explores the Influence of YouTube advertising on consumer behavior across various social media platforms, emphasizing the growing impact of digital video content in shaping consumer decisions. With YouTube being a dominant platform for video consumption and brand communication, the study investigates how elements such as personalization, ad formats, emotional appeal, influencer presence, and storytelling affect engagement, trust, and purchase intent. It also examines how YouTube ads trigger actions beyond the platform-such as sharing content, following brands, and making purchases through other social media channels like Instagram, Facebook, and TikTok. Using quantitative methods and statistical analysis, the study reveals that YouTube ads significantly impact consumer behavior, offering critical insights for marketers aiming to design cross-platform advertising strategies that resonate with modern, digitally active consumers.