Abstract
This research study aims to understand the determinants of video advertisement that
influences consumer behaviour of Generation-Z. Qualitative Method was chosen for this
study to determine an in-depth knowledge about the opinions and perceptions of the
participants. Reflexive thematic analysis was used to analyse the effectiveness of video
advertisement theory in terms of the uses and gratification theory to trigger consumer
decision making.
Three focused groups were conducted with Generation-Z moderated by the researcher. The
results showed that Generation Z feel that video advertisements activate a positive impact
through reliability and relevance of information.
In conclusion, video advertisers can influence consumer behaviour by ensuring the presence
of these elements in the video: as duration, entertainment, informativeness, customization,
and interactivity.
