Effects of YouTube Marketing Communication on Converting Brand Liking Into Preference among Business Administration Students in Polytechnic University of the Philippines

This paper examines the effect of YouTube marketing communication on converting brand liking to preference among Business Administration students of Polytechnic University of the Philippines. A survey of 337 respondents across four business courses was conducted using adapted questionnaires from prior research. Results show that YouTube marketing communication has a favorable connection to brand preference and brand liking, with Cronbach's alpha values of 0.897 for liking and 0.929 for preference—both well above the conventional threshold of 0.7. The findings demonstrate that social media platforms, particularly YouTube, serve as effective marketing communication channels for reaching and influencing young consumers' brand preferences.