Impact of product review by you youtuber on consumer buying decision

Vijay Jagannath zagade

C.K.T. college, new Panvel

Abstract :

- In our modern digital age, YouTube has emerged as an influential platform that shapes consumers purchasing behavior,specially in adults. This study investigates the impact of YouTuber product reviews on consumer behavior among individuals aged 20–35 or above in Panvel. Employing primary survey data, the study analyzes viewer trust, frequency of review, and content preference. The results indicate that a majority of the respondents depend on YouTube reviews prior to the purchase, with trust and relatability emerging as preeminent factors. The study also suggests that YouTubers are seen as more real than traditional adverts. The results imply that influencer marketing via YouTube is highly influential on consumer purchasing behavior and is thus an indispensable strategy for brands to rely on. The study adds to the online word-of-mouth literature and how social media is reshaping its role in consumption decision-making.

Keywords: YouTube Product Reviews, Consumer Buying Decision, Social Media Influence, Online Reviews, Review Credibility, Product Demonstration, Viewer Trust, Impact of Visual Reviews

How to cite?

Zagade, V. J. (2025). Impact of product review by you youtuber on consumer buying decision. myresearchgo, 1(7), 19.