DefinePK

Abstract

The aim of this research is to measure how YouTube Advertising Vlogs influence the purchase intentions of Generation Z in Pakistan, with a focus on mediating role of Vlogger’s attractiveness, trustworthiness, and expertise. A quantitative study was conducted based on survey questionnaire (80), with data gathered through convenience sampling. The analysis was conducted through Smart PLS 4.1.0.2 and SPSS 29. This study shows descriptive stats that employ both the structural and measurement model to ensure result’s validity and reliability. The study found that YouTube advertising vlogs have significant positive impact on purchase intention among Pakistan’s Generation Z. Among the mediating factors only vlogger’s attractiveness plays a mediating role between YouTube advertising vlogs and purchase intention. Conversely vlogger’s trustworthiness and expertise do not serve as mediating factor in such a connection. These results contribute to both theoretical knowledge and practical strategies in the area of digital marketing and consumer behavior towards it. Especially in the context of Pakistan's rapidly changing market, this study offers valuable understanding for commercial entities and business developers who aim to utilize YouTube Vloggers to influence Generation Z consumer’s purchasing decisions.