Video Marketing Impact On Consumers’ Behavior

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.