YouTube factors that Millennials living in Ireland find important when deciding whether to buy electronic products

More and more people watch online video-content since the advent of the Internet and, more recently, the global pandemic. In the middle of this phenomenon, there is user-generated content such as YouTube videos which have become increasingly important in modern life. This research focuses on YouTube review videos because of its characteristics as electronic word-of-mouth (eWOM) influencing consumer purchasing decisions. The target population was Millennials living in Ireland, as Millennials are one of the highest consumers of YouTube video and have great purchasing power as well. Lastly, electronic goods were chosen as an additional focus with research finding that consumers tend to search and need information on these products before they make a purchase. In line with this, the current research aimed to identify what components or factors of YouTube review videos Millennials in Ireland find most important when deciding whether to buy electronic goods. By reviewing previous literature, four categories including related factors were chosen to examine due to their potential influence on purchase decisions including Reviewer Characteristics (e.g., Trustworthiness), Video Engagement (e.g., Number of Likes on the video), Video Characteristics (e.g., Video Length) and Video Content (e.g., Information about the Product Quality). An online survey was conducted to collect primary data. In total, 159 responses were collected, with 120 eligible responses analysed using SPSS. Participants answered Likert-scale questions to rate how important each YouTube review video factor was from 1 (not at all important) to 5 (very important). Mean scores revealed that Video Content was the most important category overall. There were no significant gender differences in responding towards the importance of these categories. Findings of this research contribute to our understand of the YouTube review video factors perceived as important to Millennials and suggest ways that video marketers or YouTube creators should approach creating this content for Millennials