IMPACT OF PRODUCT PROMOTION VIDEOS ON CONSUMER BEHAVIOR: AN ANALYSIS THROUGH DIFFUSION OF INNOVATIONS THEORY ON YOUTUBE

Yaşar İ. H., Uğurhan Y. Z. C.

İnönü Üniversitesi İletişim Fakültesi Elektronik Dergisi, cilt.10, sa.1, ss.294-314, 2025 (Hakemli Dergi)

Özet

With digitalization, individuals' access to information and consumption habits have significantly transformed. Social media platforms, such as YouTube, have evolved beyond being simple entertainment and information-sharing tools. They have become powerful communication channels that significantly influence consumer behavior. According to the Diffusion of Innovations Theory, platforms like YouTube can accelerate the adoption process. They achieve this by enabling innovative ideas and products to reach large audiences quickly. In this context, product promotion videos on YouTube allow consumers to establish an emotional connection with the products. The videos also provide technical information, directly affecting purchasing decisions and supporting the diffusion of innovations. This study examines the effects of product promotion videos on consumer innovativeness, purchase intention, and brand awareness on YouTube within the framework of the Diffusion of Innovations Theory. Additionally, it investigates the mediating role of perceived trust in these effects. This study utilized a quantitative research method conducted through an online survey with 422 participants. These participants watched product promotion videos on YouTube and were selected through purposive sampling. The data were analyzed using SPSS and SmartPLS software. Structural Equation Modeling was applied to examine the effects between variables. The research findings revealed that consumer innovativeness positively affects purchase intention and brand awareness. However, this effect was mediated by trust in content creators rather than a direct impact. The research emphasizes the importance of adopting a trust-based approach in digital communication strategies. Brands should design their strategies with a focus on consumer trust, highlighting the critical role of trust and content creators in strengthening the brand-consumer relationship.