Marketing communications are witnessing a historic change in current occasions with on-line digital video advertising becoming a trend. Marketers are spending a major pie of advertising price range on such video advertising on YouTube as it is a prevalent digital video channel among Era Y. Purchasing decisions of this technology are influenced by YouTube promoting. Thus, understanding the perceived worth of YouTube advertising turns into crucial for global entrepreneurs, especially in India which consists of 440 million millennials to target them. In this backdrop, the present study supplements to the extant literature by adding new linkages in the sphere of promoting by investigating perspective toward advertising as a mediator, mediating the relationship of perceived promoting value with purchase intentions. The study applies moderated mediation to examine the position of customer engagement. The mediation and moderated mediation had been tested using Course of macro v3.5 by Andrew F. Hayes after gathering responses from 374 millennials. Implications for marketers are mentioned ultimately.
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