To Study the Effectiveness of Youtube and TV Advertising on Consumer Purchasing Intention of Hotel Booking in Ahmedabad

Pathan Safin; Pathan Aaftab; Jignesh Vidani

doi:10.55927/wakatobi.v2i2.12009

Authors

Pathan Safin L.J. Institute of Management Studies, LJ University
Pathan Aaftab L.J. Institute of Management Studies, LJ University
Jignesh Vidani L.J. Institute of Management Studies, LJ University

DOI:

https://doi.org/10.55927/wakatobi.v2i2.12009

Keywords:

YouTube advertisements, TV advertisements, Consumer Behavior, Hotel Bookings

Abstract

The study explores the effectiveness of YouTube and television advertisements on the purchasing intentions of a consumer for the booking of a hotel in Ahmedabad by focusing on age as a moderating factor. A mixed-method approach is adopted here in the sense that the reply to the advertisement, which was considered relevant, influence on the decision-making process, and perceived trustworthiness were analyzed across different age groups. Findings indicate that whereas traditional TV advertisements lack considerable relevance across demographic segments in the main, YouTube commercials show to have a stark impact in consumer response and purchase behaviour among the younger consumers. The null hypothesis of most cases was accepted, indicating that age does not have a substantial bearing on the relevance of TV ads, though YouTube ads do significantly affect purchasing intentions. These findings question conventional understanding of marketing theories that concern the use of demographic factors and position the significance of hotel marketers on digital platforms and content that appeals universally to these consumers. The study reinforces the need for continuous adjustment of advertising strategies to really communicate with various consumer subgroups. Recommendations for future research are demographic differences, cross-platform effectiveness, and the role of new technologies in shaping consumer behavior and attitudes among hospitality consumers.

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