Impact of YouTube Influencers on Consumer Purchase Intention with the Mediating Influence of Brand Awareness: An Applied Study on University Students in Tabuk

Abstract

This paper aims to study the impact of YouTube influencers on consumer purchase intention with the role of brand awareness as mediator evidence from Tabuk. The key objectives include (1) to examine the impact of YouTube influencers on consumer purchase intention; (2) to examine the impact of YouTube influencers on brand awareness; (3) to examine the impact of brand awareness   on purchase intention ;(4) to examine the impact of Influencers on YouTube who can affect consumer behavior through brand awareness. The research hypotheses, which were based on prior studies and the study's factors, were adopted for the study at the University of Tabuk in Saudi Arabia. The researcher used the descriptive analytical method; The Data was collected through Field research (questionnaire) among 150 respondents.

The results showed that there was a positive correlation   between YouTube influencers credibility dimensions and consumer purchase intention of university students.

The finding showed that there was a positive correlation between brand awareness and consumer purchase intention of university students.  This study recommends that influencers play a significant role in shaping consumer purchase intention, the study suggested to the marketing managers to select attractive influencers to represent their brands, thus brands should choose influencers who have strong personalities, good physical appearances and have the reputation of being trustworthy. The study recommends that Influencers marketing is useful for creating Brand awareness.