Abstract:
Digital marketing is a significant tool for improving businesses and gaining a competitive advantage. Where
video marketing is one of the most important digital marketing platform tools. This study aims at providing the
specifications, importance, and impact of video marketing on consumer purchasing behavior. To peruse these
goals, a specialized video and a traditional one was designed, and 70 respondents were selected to watch these
videos, and provide their responses using a questionnaire. The main results show that the majority of
respondents preferred the specialized video that incorporates a short duration which is estimated at less than
two minutes, attracting the consumer, and using a mix of video components, mainly; colors, transitions,
animation, and text, where video content and duration have an impact on consumer purchasing behavior.
Furthermore, the results show that the video can provide timely information about products, which enables
consumers in evaluating these products, which is important in generating tendencies of intention and desire to
purchase the product, and thus deciding to purchase the product.
