مجلة الأعمال الإلكترونية والاقتصاد الرقمي

Youtube Marketing And The Consolidation Of Brand Equity In Consumers’ Minds: Global Evidence And Secondary-data Analysis, 2015–2026

Auteurs : Mohammed Amine Benmati .

Résumé

This study examines how YouTube marketing contributes to the consolidation of consumer-based brand equity in global markets. It adopts a structured secondary-data approach covering 2015–August 2026 and combines peer-reviewed research with official platform disclosures, regulatory filings, multi-country digital reports, and recent marketing surveys. The analysis evaluates platform scale, advertising-market growth, video-marketing adoption, consumer responses, creator-mediated persuasion, and documented campaigns by global brands. Results show that YouTube has evolved from a complementary social-video channel into a multi-format marketing infrastructure spanning short-form video, long-form content, connected television, search, creators, and communities. Advertising revenue increased nearly fivefold between 2017 and 2025, while first-half 2026 data indicate continued growth. The evidence consistently links informative and entertaining content, precise audience relevance, creator authenticity, parasocial relationships, and interactive engagement with stronger brand awareness, credibility, search behaviour, and purchase intention. However, the magnitude of effects varies by product category, audience, creative execution, and measurement design. The study proposes an integrated framework connecting YouTube marketing inputs to cognitive, relational, and behavioural brand outcomes and outlines implications for global brand managers.

Mots clés

YouTube marketing ; Brand equity ; Brand awareness ; Consumer behaviour ; Video advertising.