INFLUENCE OF YOUTUBE REVIEWS ON PURCHASE OF ELECTRONIC GOODS.

Abstract

Social media sites, such as YouTube, have provided a platform for many individuals to have online communities and form their own audiences through their shared interests and a sense of belonging. When a customer who purchased a certain good or service leaves a review on YouTube, they are referring to that customer. In order to learn more about the good or service they want to purchase, prospective customers rely on a variety of sources. In a world when everything is done digitally, the majority of companies ensured they have adjusted by ensuring a website where clients can provide feedback or ask concerns regarding a particular product they have purchased. Platforms for YouTube reviews come in a variety of distinct varieties. These platforms are grouped together because they primarily cater to user feedback. In this article the researcher highlights the study about the buyer’s attention to the YouTube reviews pop-up, to evaluate the impact of YouTube reviews on buying behavior of respondents, to find out the influence of YouTube reviews on the purchase decisions, to reveal the credibility of YouTube reviews among the respondents and to bring out the problem faced by respondents, while purchasing the product and offer suitable suggestions. Electronic goods are devices powered by electricity and built with advanced components like microchips and circuits. They include consumer electronics such as smartphones, laptops, televisions, and smartwatches, as well as home appliances like refrigerators, washing machines, and air conditioners. Other categories include computer accessories, telecommunication devices, industrial equipment, and wearable technology. These products constantly evolve with new innovations, focusing on energy efficiency, portability, and connectivity. Modern electronics integrate smart features, AI, and IoT for better automation and convenience. The industry is shifting toward sustainability with eco-friendly materials and power-saving designs. Wireless technology advancements, such as 5G and Wi-Fi 6, enhance connectivity. Foldable and flexible displays are revolutionizing screens in smartphones and TVs. As technology advances, electronic goods continue to shape how we work, communicate, and live. Their growing role in daily life makes them essential in today’s digital world. The study is based on both primary and secondary data. In this study sample size is 122 respondents to be taken from buyers, and secondary data were collected from various books, articles and websites. This study is based on Convenience sampling method. To analyses the objectives statistical tools like Chi-square and Likert scale were used.