Consumer Awareness and Buying Behaviour Pattern Through YouTube

This study investigates the influence of consumer awareness on purchasing behaviour, with a particular focus on YouTube as a key digital platform. As digital media continues to dominate, YouTube has become an essential tool for impacting consumer choices, offering a range of content such as product reviews, advertisements, unboxing videos, tutorials, and influencer endorsements. The research explores how these various content forms shape consumer awareness, impacting brand perception, trust, and the accessibility of information, all of which contribute to purchasing decisions. By analyzing consumer interaction with YouTube content, the study seeks to uncover patterns in buying behaviour and provide valuable insights into how brands can optimize their strategies to foster consumer engagement and drive sales. The results will offer a comprehensive understanding of the role consumer awareness plays in shaping purchasing behaviour in the digital era, underscoring the importance of YouTube in influencing contemporary consumer trends.