Impacts on consumer behavior through online video advertisement

Abstract

The growth of the internet in Bangladesh has been on the rise ever since 3G internet was introduced. With the high speed internet, businesses now can reach millions of consumers online. In order to create impact on consumer behavior and reach business goals, businesses have taken different content or advertisement strategies. One of the core content strategies is digital video advertisement. We have seen an increase in the number of digital video advertisements. In this report, it tries to elaborate how digital video advertising is impacting towards consumers. Consumer behavior impact factors were discussed in the first phase where it has shown that how Functional, Hedonic and Authenticity factor impacts the overall consumer. Based on this, the report tested these hypotheses towards a small sample group and later on this report we can see that digital video advertising creates a positive impact towards consumers. The report also suggested how businesses should use video advertisement in order to promote new products to the market where businesses can use video advertisement in order to provide more information, increase engagement and build trustworthiness.