Case Study 4 YouTube Effect on Attitudes among Generation Z Consumers YouTube is the largest online video channel with more than 2 billion users. Over a billion hours of YouTube videos are viewed every day, particularly among young consumers. YouTube has become a massive marketing communication tool to target the lucrative Generation Z cohort (first born in the late 1990s), and influence the generation's unpredictable purchase decision. YouTube was formerly created as an entertainment and information platform, but has subsequently grown into a huge marketing communication tool, which includes channels, celebrity endorsers, influencers, YouTubers, promotions, advertising, product placement, and testimonials. Despite many organisations have large advertising budgets, which are based on YouTube metrics, there is a lack of important information about young consumers' attitude response towards YouTube videos. Also, there is little empirical research to show how attitudes towards purchase intention were formed when consumers watch YouTube videos. Source: Duffett, R., 2020. The YouTube Marketing Communication Effect on Cognitive, Affective and Behavioural Attitudes among Generation Z Consumers. Journal of Sustainability, 12(5075), pp.1-25. Question 4 a) Using the Functional Theory of Attitude, explain the FOUR (4) ways YouTube advertisers can do to influence young consumers' attitude towards purchase intention. Provide relevant examples to support your answer. (16 marks) Marketers can change consumers' attitude through persuasion. Describe any THREE (3) approaches of persuasion in YouTube advertisements. Provide relevant examples to support your answer. (9 marks) b)