Report on To what degree do YouTube influencers affect the consumer behaviour to sell merchandise to young target audience? Based on two influencers Logan Paul and David Dobrik

Social media marketing

Acknowledgements of Social media marketing

Abstract of Social media marketing

In the 21st century, children and adults spend more time on YouTube for watching videos and their favourite channels. Children have an interest in watching their favourite vloggers for enjoying and spending their time in joy. The young’s have interest in watching games, playing toys, reviewing products, making jokes and learning new technology. The vloggers post daily something new and interesting that is attractive and entertaining for the young audience. This helps them to build a large number of followers in the world. The famous vloggers are Logan Paul and David Dobrik that have 200 million views in a month from their followers. In 2020, David Dobrik has a strong influence as David has $275,000 revenue in a month and Logan Paul has 10 million views per vlog. This shows the importance of two vloggers and their influence on the people as they are collecting millions of views on their posts. Its shows the degree of influence or effect on viewers. The vloggers are cashing their popularity by influencing consumers, viewers and followers for selling merchandise products by targeting the young audience. The two vloggers Logan Paul and David Dobrik using their influence for marketing the merchandise products. The merchandisers are using YouTube stars for marketing to influence the followers for buying products. The research question how much or to the degree to what young audience is being influenced for buying decisions examined and answered. The results tell us that young audience general opinion and attitude have strong impacts. The research results show that YouTubers are influencing consumer behaviours and merchandisers targeting the groups. 

Table of Contents

Acknowledgements 2

Abstract 3

Table of Content 4

Research Question 5

Introduction 5

Literature Review 6

Introduction 6

Literature review 8

Features impacting consumers buying behaviors 9

Cultural feature 9

Social feature 10

Psychological feature 10

Marketing 12

Marketing mix and promotion mix 12

Market segmentation and target marketing 13

YouTubers as influencers 13

Synthesis of the reviewed Literature 14

Clear Explanation of your Position 17

Learning from LR 19

Conclusion 23

Social media marketing

Research Question

To what degree do YouTube influencers affect the consumer behaviour to sell merchandise to young target audience? Based on two influencers Logan Paul and David Dobrik

Introduction of To what degree do YouTube influencers affect the consumer behaviour to sell merchandise to young target audience? Based on two influencers Logan Paul and David Dobrik

Today, young audience have a lot of opportunity for enjoyment or fun by using the various sources. In the 21st century, the young have various options for spending their time in creative and leisure activities. They are using the social media for entertainment and TV channels for fun and entertaining their lives. YouTube is one the most widely using or particular using as 81% of young’s watching the videos and it is increasing day by day. The vloggers have millions of users due to presenting the creative and entertaining videos on social media. The social media have great importance as vloggers are using creative ideas and techniques for branding their channels. For example, David Dobrik have two (2) million followers and Logan Paul have just 10 million views on a post. This shows that how the people around the world take interest in vloggers and in their videos. This shows the degree of influence of vloggers and YouTube on the young audience in world (Viertola, 2018). 

The research is explaining the importance of YouTube and vloggers and identifies that to what degree is influencing or effecting the consumer behaviour to sell merchandise to young targeted audience. The David Dobrik has more than 14.5 million subscribers on YouTube channel and have more than 20 million views per month on their videos. The Logan Paul is running a podcast “Impaulsive” channel and have 10 million views per month. The vloggers are becoming stars and influencing the consumption of goods or services by influencing the decision making for buying products. The vloggers have strong influence on the minds and psychology of the followers for decision making for buying products. They are in-sighting or influencing the people to use the brand products by using product reviews. This shows that the influence of vloggers is increasing day by day and it is influencing the decision making power of consumers. For example, if I want to purchase new android smartphone within limit of $1000. Then I will follow the vlogger reviews about companies and their android smartphone products. It will help me understanding about the products, functions and their disadvantages. It’s that I will have influence of vlogger’s for buying or purchasing new products like T-Shirts, Smart phones, Laptop, Computer and various other products. The digital marketing is on the top in all types of marketing as it has strong influence on people psychology and it is interesting for me. The digital or social media marketing is a new trend in marketing and millions of people are now using social media for promoting businesses. The people have lot of search before purchasing a brand product. The digital media will provide you deep and detailed information about products by reviewing and comparing the various products of same level on same price range (Marijke De Veirman, 2019). 

The research problem is that to what degree the stars of YouTube are influencing or affecting the consumer behaviour or their follower’s behaviour for making buying decisions. The researcher is investigating on the problem up to what degree the consumer behaviour is changing by vloggers for selling merchandise products to young targeted audience. 

Literature Review 

Introduction of Social media marketing

“Influencers concern about their content and the fans who give a read to their content, or they would not be prominent or leading. In case if brands desire to prevail with influencers, they need to initially build up a connection with each other that is important for the two sides.”- Jennifer Beaupre 

The web has immediately become the quickest developing medium ever. An ever-increasing number of organizations are utilizing diverse web-based mediums destinations as marketing instruments since that is the tool through which the purchasers are talking, sharing, and making content. During the previous years, the You Tubers have become the individuals who are recognized by the world who have a great manipulate their audience. A large number of these You Tubers have balanced out their statuses as evident influencers on their crowd. They have become superstars all around the globe, who dare to be fearless to engage and carry their contemplations to their crowd, which comprises of thousands of devotees on a video sharing stage YouTube (Lee & Jung, 2016). 

In this chapter of the literature review, the fundamental theories of marketing and other related to the topic are introduced and clarified for the better comprehension of the subject matter and its experience for the pursuer. The progression of this review of literature starts from the meaning of marketing and the clarification of what it is and how organizations are attempting to arrive at potential clients with the assistance of promoting. 

More to the point, above and beyond through influencer advertising, marketers leave an effect on customers buying decisions, customer purchasing manners are reliant on a few other mental components which for the most part impact customers on a psyche level (Thomas & Samantha, 2015). Advertisers have been utilizing marketing through influencer as big-name underwriting for a considerable length of time until YouTubers got famous enough among the individuals and began to substitute conventional big names for promoting implies.

The advancement of the web and its unlimited prospects has empowered web based life to quickly get one of the most significant promoting apparatuses for organizations. Web-based life is a term utilized while depicting media that depends on the connection between others on the web, discussion, and substance sharing. Moreover, there are numerous types of web-based life including media sharing, systems administration, and specialized apparatuses, social bookmarking, and different coordinated efforts, diversion and feelings, and surveys (Ashley & Christy, 2015). 

It centers on getting substance to a group of people that needs to be engaged and taught. The substance is produced like a discussion between different clients online since they can share, remark, and rate each other's substance. Because of the quick development of internet-based life, it offers propelled devices to do advertising interchanges. YouTube is an online networking channel which individuals use for posting, sharing, watching, and remarking the recordings transferred by different clients. It was discharged to the business sectors in 2005, and since 2006 it has been a piece of Google. Since YouTube has a place with the three most visited sites among Google and Face book, it is obvious and compelling everywhere throughout the world. Importance, client commitment, and notoriety are the way to pulling in buyers on the web. Web-based life locales give a situation to connecting with and pulling in shoppers. These destinations permit clients to prescribe items and administrations to companions which are a powerful method for brand correspondence, which can likewise be seen from the outcomes.

YouTubers can be viewed as influencer advertisers as they have their networks to introduce and recommend new items through their own, and popularized content. YouTubers, a year ago, not have so distant eventual fate of YouTubers, YouTubers’ impact contrasted with conventional superstars and media, and advertisements in the video content. Dredge (2016) clarified that the crowd feels progressively certifiable association with YouTubers through commitment, comparable diversion, and the nonappearance of channels, which incompletely clarifies their developing notoriety contrasted with customary famous people (Atwong, 2015). Through YouTubers, advertisers had the option to locate another method for utilizing YouTube for promoting implies as substance suppliers influence a portion of the recordings.

Literature review of Social media marketing

Significance, client commitment, and notoriety are the way to pulling in buyers on the web. Web-based social networking destinations give a domain to drawing in and pulling in buyers. These destinations permit clients to prescribe items and administrations to companions which is a successful method for brand correspondence, which can likewise be seen from the outcomes. They help clients to manufacture an individual associated with the brand as they can remark on YouTube recordings, for instance(Wu & Katrina, 2016).

In a more extensive setting, in the year 2013, Solomon categorized shopper conduct to be the consistent procedure of expending or obliterating merchandise, administrations, contemplations, picking, purchasing, or information to address diverse issues. One type of shopper conduct is their purchasing conduct. It portrays a buyer's transaction with a course of activities that happen when a customer is making a buy. In the year 2003, according to Kotler and Armstrong, customer purchasing conduct speaks to single individuals or family's things and utilized administrations that they have purchased for their motivations. Examination of affecting components in shoppers' purchasing conduct extended in the year 1998 meanwhile online deals expanded broadly(Djafarova & Elmira, 2019).

Strauss and Frost (2012) presented certain upgrades that sway on the purchaser's choice to buy one item over another. These upgrades incorporate social, financial, political, and innovative factors just as promoting blend strategies. Different qualities become possibly the most important factor with the improvements, for example, social, social, mental, and individual perspectives(Myers & Jun, 2017).

Features impacting consumers buying behaviours

Kotler and Armstrong decided regular highlights in individuals that sway their purchasing conduct. Social, individual, and mental highlights structure a set of 'whys'. For advertisers, the inquiry 'why purchasers, for this situation watchers, purchase something' is the hardest to understand and distress in the procuring behavior process. Although these variables are stiff to influence, advertisers need to contemplate over them to focus on the right individuals(Yüksel & Hale, 2016).

Cultural feature of Social media marketing

The social element is separated into three subcategories: culture, subculture, and social class. Understanding social highlights, advertisers can pick up information on the originations, expectations, qualities, and habits that the buyer trusts in. These components have been impacted by the earth they figured out how to live in, their way of life. Solomon characterized culture as the network's trademark which incorporates convictions and ethics just as substantial products and enterprises(Crick & Matthew, 2016).

Social components are typically learned as a youngster which despite everything have a noteworthy effect on shopper's decisions. As there is an assortment of societies on the planet, they all have a distinctive effect on buyers' purchasing conduct which expects advertisers to be versatile to amplify their promoting endeavors. Inside each culture, there are a few subcultures that are characterized by the acknowledged qualities that raise from the gatherings' experience. Subcultures can be associated through citizenships, strict foundations, or land territories. 

Advertisers use subcultures to focus on their items since their necessities are simpler to characterize com-pared to mass markets. Other than having a culture and a few subcultures, each network has social classes, which are similarly ordinary designations. Practices, ethics, and inclinations, likewise in merchandise and enterprises, will, in general, be comparable among the members, which encourages advertisers to focus on their items and administrations(Horáková & Zuzana, 2018).

Social feature of Social media marketing

Social highlights are isolated into reference gatherings, family, and jobs and status. Every one of these components has a distinctive effect on customer's conduct when settling on buy choices. Reference bunches have a rather limited quantity of individuals and are probably going to be affected by other little gatherings. Advertisers use reference gatherings to affect their conduct by presenting better approaches forever and new types of conduct. Along these lines, advertisers attempt to influence buyers' perspective and their perspective towards explicit brands or items.

Armstrong and Kotler (2003) express that family is looked into to be one of the most remarkable influencers on other relative's conduct. Among a couple, the affected conduct is reliant on the item or administration. Another exploration demonstrated that kids' conduct in some cases impacts guardians' buy choices. For this situation, Chevrolet was promoting agreeable rearward sitting arrangements with a DVD player for youngsters which was impacting guardians' conduct when buying a vehicle(Lee & Jin, 2017).

Strauss and Frost (2012) contend that the ascent of client-based substance online in web-based life networks have purchasers looking towards others for suppositions and exhortation. Truth be told, customers believing each other over organizations and promoting has become a social pattern. (179.) Also, O'Shaughnessy (2013) accepts that the verbal that shows up inside gatherings in social correspondence systems might be more persuasive than mass promoting with regards to customers choosing which item to buy. This sort of correspondence between purchasers has greater believability, social approval, and now and again, push to accommodate(Chowdhury & Partha, 2019).

Psychological feature 

The psychological element is partitioned between inspiration, discernment, learning, and convictions and perspectives. Inspiration for purchasing conduct is to a great extent dependent on the purchaser's needs. Need is the factor to drive buyers to satisfy their happiness. 

When buying a thing, buyers have different thought-forms behind their needs. A buyer has personal motivations and social needs. Person motivations consolidate the necessity for redirection and to fill the part of a client whereas social needs join having social experiences from domestic and for peer bunch progress. These thought-forms or needs are truly straightforward to see(Lim & Wen, 2017).

Along with numerous other analysts, Sigmund Freud and Abraham Maslow made speculations to comprehend customers' inspiration through need fulfillment. In the hypothesis, Freud introduced buyers' inner mind influencing the buy choices which alludes to a purchaser who isn't mindful of the inspiration, which means why the individual purchases. In contrast to Freud, Maslow made a progressive system of requirements, where physiological needs are the most significant ones, at that point proceeding up while narrowing the pyramid with security needs, social needs, and regard needs lastly self-realization needs. Clarify the inspiration through Maslow's progressive system framework, when the lower level of necessities in the pyramid has been fulfilled, it triggers the following degree of need vigorously.

In any case, before whatever else, the fundamental needs should be fulfilled first. After these fundamental needs have been met, the consideration goes to satisfying further developed needs, those that have yet not been satisfied. Even though Maslow's hypothesis is an interesting method to depict why individuals to purchase, Winer (2007) accepts that the hypothesis isn't sufficiently explicit. A superior method to comprehend why individuals to purchase, as indicated by Winer, is to feel that the item or administration offers benefits instead of physical characteristics. In any case, Foxall, Goldsmith, and Brown (1998) accept that despite some analysis, the Maslow hypothesis is valuable as it isolates purported physical or acquired needs and adapted needs(Yoshida & Masayuki, 2015).

As indicated by Foxall, Goldsmith, and Brown (1998) buyers purchase items that they need. Be that as it may, what they accept they need depends on inspiration and discernment. All together for an item to succeed, it ought to be introduced to the customers such that they will see that it conveys the advantage the shopper wants. Buyers additionally want to think about an item before considering buying it. Observation impacts an individual's conduct through picking, orchestrating, and deciphering the assembled information. 

Three separate procedures make shoppers experience a similar circumstance in various manners: specific consideration, particular mutilation, and specific maintenance. As individuals are being taken care of by many advertisements every day, their specific consideration will remove the development of them. The test for advertisers is to make promotions that will remain in the purchaser's brain. Particular twisting happens when a purchaser decodes the new information the way that it advances the current information. For this situation, advertisers need to include shoppers' perspective to see how buyers decipher their ads. Specific maintenance implies keeping the information that goes with their qualities(Wang & Cen, 2015).

Marketing of Social media marketing

Promoting is drawing in clients and overseeing productive client connections. 

As indicated by this streamlined definition by Kotler et al. showcasing is tied in with addressing clients' needs and needs and ensuring that these important connections stay great additionally later on and are created if necessary. From the perspective of advertisers, it is critical to comprehend the contrasts between clients' needs, needs, and requests to have the option to answer every single one of them. Needs are the main ones of these that are not made by advertisers. They are characteristic necessities, for example, nourishment and water. Needs are not quite the same as requirements since they are not necessities, they are framed and molded by the encompassing society and individual inclinations. They are something a purchaser wants and they may have been impacted by the earth.

When adding purchasing capacity to the needs, requests are made. With the assistance of advertising, organizations attempt to reply to these requests. By looking into youthful purchasers' mentalities and feelings about showcasing on YouTube, we are ideally ready to carry significant data for brands to improve their techniques to more readily connect with youthful crowds. The final product of this promoting procedure is to make an incentive for both the clients and the organization, which was likewise recently expressed as the central matter of advertising(Chaffey & Dave, 2019).

Marketing mix and promotion mix

As recently talked about, showcasing is a procedure with which organizations plan to address clients' issues, needs, and requests. There a variety of segments and moving parts when attempting to make something important for the client. Showcasing blend is a system made by E. Jerome McCarthy to help in this dynamic procedure of an organization. The showcasing blend is shaped by four Ps which are item, value, spot, and advancement. The primary activities of advertising can be found in the advancement P, in the advancement blend. The components in the advancement P’s are the open ones sending the message about the item to the purchasers, while the item centers around the subtleties of the genuine item, the cost incorporates the system identified with how much the item will cost to the buyer and the spot incorporates all data identified with where and through which channels to offer the item to the buyers.

Showcasing is remembered for the advancement part which incorporates likewise publicizing, individual selling, deals advancement, and advertising. All these various components help the organizations to plan a significant item for the client. The advancement part is essential because without it there is an item, yet the customers don't think about it. The client is the focal point of consideration in all showcasing activities which drives us to a conversation of advertising brain science and shopper conduct in the following segment. Purchaser conduct is one of the primary subjects of this proposal since we plan to discover how YouTube showcasing is impacting the purchasing choices and the video watchers' conduct as shoppers(Wongleedee & Kevin, 2015).

Market segmentation and target marketing

One significant piece of promotion is to showcase division and target advertising. This empowers the organization to separate its market into various sections, gatherings, by scarcely any various techniques and a short time later to appropriately focus on these portions in a manner that is best to arrive at the particular objective gathering. As expressed previously, this is one of the initial steps of the showcasing procedure, when characterizing the market and the individuals you need to offer your items or administrations to. Utilizing YouTube as online networking showcasing divert and utilizing influencers in an organization's advertising technique are choices finished with the assistance of compelling business sector division and target promoting(Camilleri & Mark, 2018).

YouTubers as influencers of Social media marketing

Some YouTubers are more fruitful than others which are regularly dictated by their substance, disposition and according to an advertiser, solid estimation of ubiquity, Tottoroo Network's CEO named JoonaHaatainen clarifies. Before YouTube was claimed by Google, the substance was characterized to be beginner without any promotions. After the buy, YouTube has formed into an expert stage for recordings where the encompassing has been made reasonable for publicizing. YouTube has been prevailing with regards to making the correct condition for promoting as organizations need to utilize it for business purposes. One of YouTube's most noteworthy points of interest is its flexible substance which offers something for everybody. YouTubers can customize their image for themselves and form their side interest into a YouTube vocation. The improvements throughout the ages permitted YouTube to move from the administration of video into a network that was mostly shaped by YouTubers(Gümüş & Niyazi, 2018).

In the year 2016, as indicated by Tottoroo Network's exploration, YouTubers' (YTs’) joint efforts with organizations impact watchers' purchasing conduct more than TV promoting as 69% of the age of 15-17 concedes to that while 46% of 31-35 years of age oppose this idea. 72% of 15-35-year-old members who have seen content promoting, got inspired by the result of administration introduced in the video. 37% of them requested that their folks buy the item or administration. Later, the examination will uncover the purposes for these numbers, how YTs’ impact their crowd. 

YT is about communication on the web and live. The substance is frequently delivered together with their fans, who recommend points for YTs.

Liimatainen clarifies that there are things that make YTs so extraordinary, and well known. They are 'companions' with their watchers who are in contact with them in some internet based life channels, each day. This is something a fan can just get from a YT. In any case, Sara Miesmaain the year 2016, reminds us that YouTubing wonder is difficult to involve just by viewing their recordings. Miesmaa concurs with Liimatainen and clarifies how the environment in the occasions accentuates the cooperation which happens both on the web and lives(Lopes & Isabel, 2020).

Synthesis of the reviewed Literature 

From the given detailed literature review from the perspective of proposed theories, several conclusions have drawn. By reading a wide range of thoughts and beliefs of diverse scholars and researchers from social media marketing most specifically the YouTube influencers, it has become evident that your tubers in the present world have a huge impact on their audience. They have their way of branding which catches the attention of the pursuers. Each YouTuber has presented a different style of promotion as compared to the other one which therefore takes in a great variety of styles in the field of marketing. Marketers at present prefer promoting their products through You tubers as it leaves a detailed influence on the individuals who give a watch to their videos. 

Marking is additionally a basic piece of the achievement of an organization. A brand is something that the purchasers recall the organization and its items by. On the off chance that an organization's point is to make an incentive for their clients and to make the connection between the organization, the clients dependable, brand assumes a major job in it. 

YouTube is an online video stage which was established in 2005. Right now it is claimed by Google, which obtained YouTube in 2006 when YouTube had just been running for one and a half years. On YouTube individuals from all around the globe, who approach the Internet can transfer, watch, remark, and offer video content liberated from cost. The way that the channel is free is one viewpoint that isolates YouTube from other online video stages. 

Lately, YouTube has increased a great deal of notoriety with the ascent of expert video bloggers, YouTubers. An expanding measure of YouTubers film, create and distribute recordings to their YouTube channels as their all-day work. Advertisers have likewise seen the expanding fame of YouTube as a video stage, YouTubers among the clients. There are various approaches to do showcasing also, publicizing on YouTube. The principal types of commercials are guard ads, TrueView revelation promotions, and TrueView in-stream notices. 

The guard adverts are appeared toward the start of the real video and just keep going for a few moments, the TrueView revelation adverts show essentially in the indexed lists when the client is scanning for recordings from the hunt bar and the TrueView in-stream adverts are ad recordings which additionally appear toward the start of the video, yet last longer than the guard adverts. The in-stream adverts can be skipped by the client if needed. Notwithstanding these fundamental types of adverts regarding the YouTube recordings, an expanding measure of organizations advertises their brands and items in participation with the YouTubers.

From a study, it has clear that YouTubers can be viewed as influencer advertisers as they have their networks to set up and propose the latest and new goods from side to side their way, and popularized content. These influencers manipulate the buyer’s direct to be the predictable methodology of picking, buying, eating up, or beating items, organizations, thoughts, or data to address their issues. One kind of buyer lead is their buying conduct. It depicts the client's exchange with a course of exercises that happen when a purchaser is making a purchase. 

As per the reviewed literature, it has studied that with the help of promotion, associations endeavor to promote their brand. By investigating young buyers' mindsets and emotions about exhibiting on YouTube, we are in a perfect world prepared to convey huge information for brands to improve their methods to all the more promptly associate with energetic groups. The last result of this elevating technique is to make a motivating force for both the customers and the association, which was in like manner as of late communicated as the focal matter of promoting.

YouTubers influence a buyer's decision to get one thing over another. These upgrades join social, monetary, political, and creative factors similarly to promoting mix techniques. Various traits become a vital factor with the enhancements, for instance, social, social, mental, and singular points. The buyer buying conduct addresses a single person’s or family's assets and used organizations that they have bought for their inspirations. Assessment of influencing factors in customers’ buying conduct reached out in 1998 since online arrangements extended comprehensively. 

However, it is basic to appreciate the complexities between customers' needs and demands to have the choice to offer a response to every one of them. Needs are the fundamental ones of these that are not made by sponsors. They are trademark necessities, for instance, sustenance and water. Needs are not exactly equivalent to prerequisites since they are not necessities, they are confined and formed by the including society and individual tendencies. 

From the reviewed literature there are learned some features that affect the purchase decision of the buyer. Among these features, culture has a great impact on buyers. Sponsors use subcultures to concentrate on their things since their necessities are less complex to portray com-pared to mass markets. Inside each culture, there are a couple of subcultures that are portrayed by the recognized characteristics that raise from the social events' understanding. Subcultures can be related through citizenship, exacting establishments, or land regions. Other than having a culture and a couple of subcultures, each system has social classes, which are correspondingly customary assignments. Practices, morals, and tendencies, in like manner in product and ventures, will, as a rule, be similar among the individual, which urges promoters to concentrate on their things and organizations. 

When talking about social aspects, it has already clear that these are secluded into reference get-togethers, family, and employment and status. All of these segments have a particular impact on a client's direct when choosing purchase decisions. Reference packs have a somewhat restricted amount of people and are likely going to be influenced by other little social events. The mental component is divided between motivation, insight, learning, and feelings and points of view. The motivation for buying conduct is, as it were, subject to the buyer's needs. Need is the factor to drive purchasers to fulfill their joy. 

Moreover, when purchasing a thing, purchasers have distinctive idea frames behind their needs. A purchaser has individual inspirations and social needs. Individual inspirations combine the need for redirection and to fill the piece of a customer while social needs join having social encounters from residential and for peer bundle progress. These idea structures or needs are genuinely clear to see.

Clear Explanation of your Position  of Social media marketing

The study examined that to what degree do YouTube Influencers the consumer behaviour to sell the merchandises to young’s.  To what degree YouTube influencers effecting the decision making and controlling the buying behaviours. How merchandise companies are effectively using the social media for targeting the young audience for selling products as marketing strategy. The social media is creating awareness among the users and influencing the behaviour for purchasing products and repeating purchase business. Social media YouTube platform is becoming the most popular and influencing area for consumers. It has impacts on consumer’s decision making and online selling point (Westenberg, 2016).   

Form the inquiry of above literature it observed that social media is influencing the independents or their audience. It has influence on consumer attitude and their mental approach for problem solving. The social media influencers are affecting the attitude of followers through videos, product reviews, articles, blog posts, tweets and Facebook.  From literature inquiry, it founded that the purpose of these activities are targeting the young audience for selling their merchandise products. It observed that many companies are cutting their marketing budget for TV, other traditional sources and increasing the social media marketing budget.  The companies are targeting the YouTube influencers or stars that have millions of users or followers around the world. The companies are focusing on the targeting the young through these effective vloggers or through their channels. These vloggers present creative ideas and reviews about the various products after using it. The experience of using these products have strong impacts on the customers and it influence the decision making for buying products. 

As stated earlier, I have strong position on our inquiry against the literature that the marketing strategy have problems with quality and regularity of video. The literature inquiry indicates that the primary research results shows that interviews, product reviews and followers likes have strong impacts on marketing through vloggers and companies’ sale increases. The vloggers have creative video with high quality for advertising the thoughts. The most important thing that I have found that vloggers are posting regularly new content or material on daily basis.  The daily updating is the mission and vison of the YouTubers and daily post videos for something new. The users and followers have ease to watch the videos at any time. This provide opportunity to the companies for hiring the vloggers for posting merchandise products as YouTubers have influence on their followers (Sandra, 2018). 

Related to literature above, I am exploring the problem involving the merchandisers and the consumers. It observed that there are large number of customers have problem or facing trouble in making decision for purchasing the products. It is most difficult task for the customer to make decision for buying or purchasing the product as there are large number of branding and non-branding products available in market. The words of mouth in light of their experience have still importance than searching, reading and written material. The opinion of YouTubers in light of their previous experience provide guidance for using the products of company. 

The inquiry of the literature review results as YouTubers have direct interaction with their followers on daily basis as compared to other media celebrities. YouTubers on daily basis replies the followers for keeping in touch and for increasing their interest. It has positive impacts on the followers and new watching person. The interaction among YouTubers and follower create the strong trust on each other. From literature, it observed that people lack in making decisions and they do not have trust on their abilities or on their opinion due to low experience. The YouTubers are working as consultant with honesty, authenticity and guide for purchasing with transparency. The most influencing is the constructive feedback for products and for their followers or viewers (Abigail Chivandi, 2019). 

The inquiry of the literature review results as YouTubers how much influencing the consumer behaviour to buy merchandise targeting the young audience. It observed in literature inquiry that the sources effect the sender message and receivers. The information delivered in videos have strong influence of young audience as a communication and adverting tool. The videos are a source of communication that are influencing the consumer attitude, purchase intention of the young audience and have effects on brands. The targeting audience based on the credibility 

It observed in literature inquiry that YouTuber trustworthiness, honesty, believability, morality and knowledge does it overall relate to problem? Yes, these are the highly accessing moral characters that are influencing the young’s for becoming followers. It shows its knowledge and skills to influence the follower behaviour for buying products. They have influence on consumer behaviours for buying merchandise or to make intention for purchasing like as, 

• Insight for suggested sources or brands 

• Real life endorsers 

• Conceptualizing the influence of YouTuber for Advertising 

• YouTuber influencer as Role Model 

• YouTuber influencer as Hidden Persuaders 

• YouTuber knowledge influencing Targeted Children 

• YouTuber influencing Marketing Strategies 

It observed in literature inquiry that YouTuber have overall problems related to the video quality as it effects the selling merchandise. It observed that the vloggers have high quality content and video. The second problem is related to quality of merchandise selling to the followers. It depends on the quality of brand and their services (Glucksman, 2017). 

Learning from LR of Social media marketing

From the analysis of above literature, I have learned that YouTubers have strong influence on the young audience. The creative videos and their ideas have strong impacts on the mental approach of young audience. It observed that YouTubers have large impacts on the followers and have some extent influences on the video watchers. They have large influence on the direct follower and indirectly who just watches the videos or ideas. It learned that YouTubers have large influence as compared to other social media channels like Facebook, Tweeter or others. The YouTubers are working on large number of ideas and opinions. Therefore, they have high influence as compared to other social media channels. I have learned that the young audience gets knowledge or information about the products and services with experience. The views have negative and positive impacts on the brands. The knowledge and information provide chance to the consumers to have choice among the brand products on a range of specific price (David Dobrik , 2019). 

I have learned from the literature review that consumer have trust issues, feel risks and have lack of confidence. The lack of trust decreases the influence of people on social media but on YouTube the vloggers tried to guide the followers in light of their personal experience. The mostly vloggers have offers from world high quality and trusted brands. I have learned that sometime for money vloggers advertise the low quality brands, products and services. The low quality also effects its reputation in future and have bad impacts on their followers. I have learned that YouTubers have influences across the border and have sponsorship from other countries.  

The new perspectives related to research topic helped me in developing the behaviour for consumers. I have learned about new perspectives related to topic “Behaviour of young audience” to buy merchandises. The behaviour of reacting has strong importance as the targeting or focusing of advertising companies are young audience. The behaviour is the key to change the mind about the products. It shows the customer psychology for buying the products and influence of searching in its minds. Most of the vlogger allows the high quality brands for advertising on their channels as their high quality products increase the positive impacts on channel also. The followers and YouTubers are two-way traffic and only loyal services wins the hearts of the followers. It has positive impacts on the consumer as excellent products or services increase their attitude for purchasing more (Dodgson, 2019). 

I have learned for literature review that the content of video must be more powerful and attracting for the customer. There are large number of followers or viewers on YouTube that have millions of users. The content of the videos attracts the follower attentions as it has something interesting for it. The content must have the solution for the consumers how to make the choice the among the various products. The strong presentation of content and the solution of problem have attraction for the new followers. It is better you have ideas for new topics and problems in society. The coverage of issues gives you audience and the followers. The role of vloggers is quite impressive for their followers as they have creative ideas for their followers that have psychological impacts on their lives. I have learned that the strong content has strong impacts on advertising the products on YouTube (Westenberg, 2016). 

I have learned that innovation is the key to engage the people or consumers on their videos. There are large number of YouTube channels that have millions of followers due to innovative ideas, techniques or ideas. The YouTuber have more content, variety and technique to promote company products and influence the consumer behaviour. It observed that YouTuber have less rule and regulations for other things as compared to publish advertisement on TV channels. It is most focused and targeted campaign by the merchandisers to increase their sale by targeting the young audience of special group of followers. It has positive impacts on sale of goods or services in low cost (Viertola, 2018). 

I have learned that YouTubers marketing campaign is related to feeling of the people. The bad quality of goods or services may have negative influences on their followers and on their channel. I have learned that the marketing campaign on channel have unique effects on the income of the YouTuber but mostly chose the high quality brands in market. The vloggers capture the affiliation of the people and use their feelings for advertising the companies. The YouTubers are enhancing the relationship with followers on the base of trust and authentic information or knowledge. The false or wrong news or material on site impacts the ratio of followers. The relationship with followers become strong and influencing as we share the true news and material with followers. The mind or psychology of the client’s changes with the change in ideas, themes or styles of approach to the problems. The young audience have various sources from that online the material can be verified or checked. It hearts the credibility of the channel and merchandiser on ground (The University of Texas at Tyler, 2017). 

I have learned that the YouTuber have millions of followers and viewers due to its trust and authentic source of information. The followers believe that the sharing information must be practically correct and valuable. The shared content has valuable products or service that will benefits the people in their daily life. The channels have knowledge, information and products help in developing their life. It provides solution for various difficulties in their life. Therefore, followers believe that the share content must have authentic information and the trust is the key that used by the marketing companies for advertising their products on channels. The authenticity or trust of followers cashed in advertisement for selling products to consumers and guide them for purchasing the specific service or goods (Soch, 2017). 

I have learned that David Dobrik have more than two million followers in across the world as the reason for sharing authentic information. The followers have trust on the channel and the owner. The David cashing the two million followers by advertising the products or services of these companies to their followers. David received the check of $275,000 as income from this channel. I have learned that Logan Paul is running a “Podcast” channel and he has more than 10 million views on a post. Logan Paul is also chasing their fame from followers by advertising the company products, goods or services. It observed that YouTubers are influencing the marketing on large extant as compared to other media channels (Sandra, 2018). 

I have learned that advertising on YouTube Channel is more essay as compared to the other social media and media channels. The YouTube channels have more focused and target audience as compared to other media channels. For example, the advertisement on TV or News channel is a general types advertisement as no specific audience for all products. But on YouTube channel the followers only join those channels according to their interest or liking. The targeted audience saves the cost and time of advertising company and have large number of increase in their sale. The sale of products, goods or services increases as we have targeted audience. 

I have learned that the most difficult task is making the decisions or choice for purchasing the goods or services. For example, when consumer visit market for clothes or technology products they have large number of variety in branding. The large number of branding products have effects on mental approach for buying products or purchasing the services. I have learned that consumer behaviour has influence from channels for buying products. The vloggers show the characteristics, features and bad advantages of products in their reviews. The high quality merchandising selling have influence on young audience as new technology is changing the minds and thinking approaches for buying products. I have seen research problem in a new light as YouTuber are playing effective, efficient and proficient role in advertising products and on consumer behaviour of buying. It has positive impacts on changing the consumer behaviour for buying products (Martin Jillian, 2015). 

Conclusion of Social media marketing

From the analysis of above literature review, it concluded that YouTubers have strong influence on consumer’s behaviour. The merchandisers are using the YouTube channels for advertising their products and services. It observed that YouTubers have positive and extreme influencing impacts on consumer behaviour as compared to other social media channels. The marketing on YouTube for targeting the young people has become more successful as compared to other channels. It observed that local and multinational companies are cutting their marketing budgets on other sides and increasing the budget for advertising on YouTube. It quite easy and effective method for targeting the specific mentality people in channels. It founded that companies are taking interest in understanding the consumer behaviour. The most trending channel for marketing is YouTube as millions of people across the world are connecting with this social media channel. 

In order to draw conclusion from research work, it is important to know the power of video content on human minds and psychology. The marketing is in real life is a tool or element to impress the people or to change the attitude or behaviour of consumers. The marketing has become an art and science for selling the company products. The marketing team analyse the trends in market and palace their advertisement on it. The company shows their high quality products, services and goods in advertisement for changing the minds of people to buy their products. It concluded that when company sale is not growing or revenue is not increasing with time then marketing team use various strategies. The marketing team use the influence of famous personalities for promoting their business products. The star celebrities hired by companies for promoting their business. Now, the trend is changing as companies hire the YouTubers. It concluded that company marketing team use the influence of YouTubers for making buying decision. The YouTubers like David Dobrik have millions of views on a post and have 10 million followers with views on their post. The Logan Paul have more than two million followers on their Podcast. 

It observed that the both two YouTubers are influencing the consumer behaviour on their channel by posting the advertisement of multinational companies. The David have $275,000 revenue for a month from their YouTube channel. It founded that both YouTubers are using their influences on followers and viewers for influencing the minds for buying products. From the analysis of above literature, it concluded that the researcher problem or arguments prove correct in light of primary and secondary data. YouTube has become one of the largest platform for uploading the videos and it has competitive advantage for the person. It concluded that YouTubers use their influence for sighting the followers to buy the products of specific company. The consultation before buying products completed with the experience person of these fields. The YouTubers paly role of consultant and influencer by using various tricks or marketing strategies. It has long lasting impacts on consumer behaviour for buying products. 

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