The Role of Youtube in the Consumer Decision Making Process

Wahaj Muhammad

Bachelor's thesis

Abstract:

The thesis focuses on exploring what is YouTube’s role in the consumer decision making process. The theoretical part reviews decision making process, rise and impact of social media and its’ influence on consumer behaviour. The objective of the study is to determine if YouTube has an impact on the consumer decision making process. This will be determined by assessing the role of YouTube in the individual parts of the consumer decision making process. The target audience of the study are students 18-30 years old living in Prague. A quantitative method of self-administered online questionnaires was chosen for the study. The study data suggests that YouTube does have a positive impact on the information search, evaluation of alternatives, and product choice parts of the consumer decision making process but does not have a positive impact on the problem recognition and post-purchase evaluation parts of the process. In the research framework, it was proposed that if YouTube shows to be significant in at least 3 of the 5 parts of the model, it can be implied that YouTube does have an overall positive impact on the whole process. Given the results we can imply that YouTube does have a positive impact on the consumer decision making process.

Keywords

YouTuber, Social Media, YouTube, Consumer Behaviour, Decision making process

Language used: English

Date on which the thesis was submitted / produced: 15. 3. 2021

Thesis defence

• Supervisor: Ing. Lenka Platilová Vorlíčková

Czech University of Life Sciences Prague

Faculty of Economics and Management

Bachelor programme / field:
Economics Policy and Administration / Business Administration