THE ROLE OF YOUTUBE COMMERCIALS IN ECONOMIC GROWTH OF PAKISTAN

Abstract

The purpose of the present research is to examine the effect of “You-tube” commercials on the economic growth of Pakistani Economy by applying the postulates of cultivation theory.  Further, the study identifies the impact of the “YouTube” digital advertising on the purchasing power of consumer behavior, brand loyalty, and several economic dimensions in Pakistan. To achieve the objectives, a cross-sectional survey research was conducted, the data from the Pakistani consumers of various groups, who were actively using “YouTube” for advertising were collected. According to the study, the observation shows that the “YouTube” commercials significantly improve the brand recognition and the consumers’ attention, which in turn results in better sales and revenue for the small and medium enterprises (SMEs). The study also discussed the changing parameters from traditional media to digital media. Therefore, the study also reveals the increasing economic development opportunities for new jobs and attracting foreign investments through as well. The findings of this study support the businesses activity and help the policy makers, how can use the digital media to promote the business activity. The implications of the findings indicate the support of “You Tube” towards the economic growth. Also, this study will help in filling the gap of identifying how consumers engage with “YouTube” commercials and the importance of such patterns for Pakistan’s growth by highlighting few factors in order to enhance marketing strategies and the economy