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The objective of this study is to analyze YouTube marketing as an audiovisual medium and its influence on the consumer's purchase decision. The methodology used in this research consists of a quantitative approach. It is descriptive. Its design is non-experimental. The study population consisted of 132 students of the School of Business Administration and Accounting of the Regional University Center of Veraguas. For the purposes of the sample, the calculation was made by means of the QuestionPro program, establishing a confidence level of 95%, with a margin of error of 5%, obtaining a sample of 99 people. The instrument used to collect the information was a survey. The results reveal that 79.8% emphasize that they skip the YouTube advertisement, 9.1% do not pay attention to the advertisement and wait for it to pass, 10.1% watch the complete advertisement and only 1% are motivated to look for information about the advertisement. In conclusion YouTube is one of the most beloved video platforms not only in Panama, but also worldwide, however consumers of these digital channels seek only to be entertained with some content that is of their preference and that does not impose advertising, as many of these are ignored, since it does not bring any personal interest.
Este obra está bajo una licencia de Creative Commons Reconocimiento-NoComercial-CompartirIgual 4.0 Internacional.
