Aniket Mishra

The Economics of Attention: YouTube’s Impact on Digital Purchasing Behavior

Introduction

The economics of attention: youtube’s impact on digital purchasing behavior. Explore YouTube's impact on digital purchasing behavior in the attention economy. Understand how parasocial relations, content formats, and creator collaborations drive trust and conversions.

Abstract

This study explores YouTube’s role in shaping digital buying behavior within the attention economy, focusing on parasocial relations and content formats. Parasocial relationships foster trust, bridging the gap between purchase intent and awareness. Short-form content captures attention quickly, while long-form builds credibility and supports high-involvement decisions. The proposed Attention-Trust-Action loop illustrates how engagement drives algorithmic visibility, strengthens trust, and leads to conversion. Findings emphasize that combining short- and long-form strategies with authentic creator collaborations streamlines consumer experiences and enhances effectiveness in today’s oversaturated digital market.

Full Text

Comments

You need to be logged in to post a comment.