Abstract:Technology has been evolving faster and faster and advertising on YouTube has become more and more important. Therefore, companies must adapt to the digital world and study their consumers. The present research aims to determine the influence of YouTube advertising on consumer behavior in students of a private university in Trujillo, Peru, 2021. For this purpose, a nonexperimental research design was followed, with a quantitative and applied approach. The instrument used was the questionnaire, composed of 32 q… Show more
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