The influence of YouTube advertising on children’s buying behavior in Saudi Arabia from the age 5-11 years old

الملخص

With the development of technology, marketing strategy has rapidly changed. Smart devices became an essential item to communicate with individuals. The revolution of technology and the Internet helped to efficiently enhance brand awareness and create an interactive platform that communicate directly with the audience. Moreover, the Internet empowered individuals with knowledge and created a big challenge for brands to survive in the market. YouTube has become a powerful platform for brands to target younger audience and to motivate them to act. This research is about understanding how YouTube advertising developed a tool to influence the consumption behavior of children in recent years in Saudi Arabia.