The Impact of Viewers’ Behavior and YouTubers’ Credibility in Advertainment on Building Consumer Trust

Abstract

Advertainment is an upcoming concept in the current scenario combining two concepts called Advertising and Entertainment. This concept has helped modern day YouTubers to reach maximum customers within a short period. This study can facilitate spotting the factors of advertainment that have influenced on building client trust by YouTubers in Sri Lanka. In the recent years, YouTuber advertainment has become a trending advertising concept in Sri Lanka to grab the viewer’s attention as people are extremely tired of TV commercials and they tend to ignore them. However, the TV commercials were able to build the consumer trust by showing them repeatedly on traditional media. Therefore, will the YouTuber’s advertainment would also help to build consumer trust. In order to measure the impact of YouTuber advertainment on building consumer trust, viewers’ behavior and YouTubers credibility were selected as two variables. A quantitative approach was used as the research approach and data were collected via internet questionnaires and snowball sampling was used as the sampling method. The target population will be the young adults in Sri Lanka age 15 to 34 year olds who follow YouTubers content online. The results of this research revealed that viewers’ behavior has no impact on building consumer trust whereas YouTuber’s credibility has an impact on building consumer trust. Therefore, the YouTubers in Sri Lanka should maintain their Credibility among the community when creating their content of advertainment