The impact of video marketing content on consumer-buying behaviour within social media platforms

Abstract

The main aim of this study is to evaluate the impact of video marketing on consumer-buying behaviour within social media platforms. This topic has been chosen since video adverts are often perceived as intrusive and repetitive by social media users. In order to fulfil this objective, an online questionnaire was designed and distributed to social media users, seeking their opinion regarding video marketing. The results suggest that video marketing is a valued marketing tool for consumers to gather information. However, social media users believe that video adverts on social media platforms are not convincing enough to influence one’s decision when it comes to purchasing. On the contrary, they think that video adverts on social media can often be intrusive and annoying. The ultimate implication, therefore, is that video advertisements can be a very effective tool for digital marketing but they are often mishandled. This led to the conclusion that the marketers’ efforts are not reaching their full potential on social media platforms. In order to enhance the effectiveness of video marketing, it is being recommended that marketers invest more time in striking the right balance between the exposure of an advert and unnecessary repetition or intrusion.