Exploring the opinions of the YouTube visitors towards advertisements and its influence on purchase intention among viewers

Online retailing as a mode of transaction has been dominating the market through web-based advertisements since beginning 21st century, replacing role mass media. India, being populous country, witnessed rapid increase in online customers recent years. Nonetheless, there are not many in-depth studies analyzing opinion Indian netizens on and its influence decision-making process purchase intention. Thus, current study explored about purchasing intentions among young YouTube visitors, using qualitative research design. The data were collected from 50 participants (23 males 27 females) who have reported engaging for minimum 30 minutes per day, semi-structured interview. Data analyzed interpreted thematic analysis. Four themes 10 sub-themes identified. main include relevance advertisement (personalization, future purchases, trials), disinterest (personal testimonies inattentiveness), subjective distress (recurrent advertisements, placement length advertisement), information entertainment (introduction to product, distinctiveness, creativity). From results, it can be observed that users both positive negative opinions corresponding purchase.