Beauty bloggers and YouTubers as a community of practice

Gannon, Valerie; Prothero, Andrea

doi:10.1080/0267257x.2018.1482941

Cited by 74 publications

(60 citation statements)

References 51 publications

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“…In comparison to celebrities, influencers are perceived as more relatable and approachable, like having a long-distance friend (Djafarova and Rushworth 2017). Influencers tend to directly address their followers in their posts, which connotes a certain closeness, and makes followers see them as peers (Erz and Christensen 2018;Gannon and Prothero 2018). The ability to comment on influencers' posts and the possibility for interaction may strengthen the feeling that the influencer is similar to oneself (Schmidt 2007).…”

Section: The Role Of Identification and Credibilitymentioning

confidence: 99%

Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit

Schouten

Janssen

Verspaget

2019

International Journal of Advertising

908

614

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In their marketing efforts, companies increasingly abandon traditional celebrity endorsers in favor of social media influencers, such as vloggers and Instafamous personalities. The effectiveness of using influencer endorsements as compared to traditional celebrity endorsements is not well understood. Therefore, the present research investigated the impact of celebrity vs. influencer endorsements on advertising effectiveness (attitudes toward the advertisement and product, and purchase intention), moderated by product-endorser fit. Moreover, this research investigated two potential mediators underlying this relationship: identification (perceived similarity and wishful identification) and credibility (trustworthiness and expertise). Two experiments (N ¼ 131, N ¼ 446) investigated celebrity vs. influencer endorsers with good vs. poor fit with a beauty and a fitness product (Study 1), or a food and a fashion product (Study 2). Overall, our results showed that participants identify more with influencers than celebrities, feel more similar to influencers than celebrities, and trust influencers more than celebrities. In terms of advertising effectiveness, similarity, wishful identification, and trust mediate the relationship between type of endorser and advertising effectiveness. Productendorser did not explain the relationship between type of endorser and any of the mediating and dependent variables. In all, our results show the added value of using influencer endorsers over celebrity endorsers and the importance of similarity, identification and trust in this process.

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Section: The Role Of Identification and Credibilitymentioning

confidence: 99%

Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit

Schouten

Janssen

Verspaget

2019

International Journal of Advertising

908

614

View full text Add to dashboard Cite

show abstract

“…Despite their online celebrity-status, influencers tend to be perceived as very relatable and approachable, due to the highly personal content they post and the interactions they have with their followers. Their social media posts provide their followers a glimpse into their personal lives, resulting in perceptions that they have a lot in common with the influencer and he/she is a peer (Abidin, 2015; Gannon and Prothero, 2018; Schouten et al, 2019). Therefore, children are likely to build a relationship with their favorite influencers, which can be referred to as parasocial interaction (cfr.…”

Section: Social Media Influencers As a New Source In Advertising Targmentioning

confidence: 99%

What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research

2019

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Children nowadays spend many hours online watching YouTube videos in which their favorite vloggers are playing games, unboxing toys, reviewing products, making jokes or just going about their daily activities. These vloggers regularly post attractive and entertaining content in the hope of building a large follower base. Although many of these vloggers are adults, the number of child vloggers is flourishing. The famous child vlogger Ryan of Ryan’s World, for instance, has more than 19 million viewers and he is (at age seven) a social media influencer. The popularity of these vloggers incited advertisers to include them as a new marketing communication tool, also referred to as influencer marketing, in their marketing strategy. Accordingly, many influential vloggers now receive free products from brands in return for a mention in one of their videos and their other social media (e.g., TikTok or Instagram) and some are even paid to create a sponsored post or video and distribute it to their followers. This sponsored content appears to be highly influential and may affect young children’s brand preferences. Given the limited advertising literacy skills (i.e., knowledge of advertising and skills to critically reflect on this advertising) of children under age 12, they are a vulnerable target group when it comes to persuasion. Therefore, caution is needed when implementing this marketing tactic to target them. However, research on how influencer marketing affects young children (under 12) is scarce and it is unclear how these young children can be empowered to critically cope with this fairly new form of persuasion. This paper therefore aims to shed light on why and how social media influencers have persuasive power over their young followers. The paper starts with providing insights into how and why social media influencers became a new source in advertising. We then discuss the few studies that have been conducted on influencer marketing among young children (under 12), based on a systematic literature review, and take these findings to formulate societal and policy implications and develop a future research agenda.

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“…Starting from the beauty review, travel journey, games, until the daily activities like making a video diary. In some videos, it even shows only monologue from the Youtuber (Gannon & Prothero, 2018). From these conditions, it can be seen that being famous and becoming a celebrity via YouTube is relatively easy to do, especially on people who have potential, talent, and hobbies in specific fields as well as diligent in making videos and uploading them to YouTube.…”

Section: Background Music On Youtube and Copyrightmentioning

confidence: 99%

Copyright issue on music back sound usage by Indonesian YouTuber

Wijayanto

Nurhajati

2020

JSS

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According to We Are Social research in January 2018, Indonesia's population now is 265,4 million, while its social media active users reached 130 million. 43% of people are using Youtube as their primary social media. This situation shows us that Youtube is still the most used and liked social media channel, followed closely by Facebook and Whatsapp. The vlogger phenomenon is also getting stronger among Indonesian young people. The increasing number of Youtube content production ranged from artists, public figures, and ordinary people, also known as Youtuber. One of the famous Youtuber is Raditya Dika, whose subscriber reached more than 3.3 million, and estimated income per year around USD 46 thousand to USD 739 thousand. The problem that arises is about the copyright violation in background music used by Indonesian Youtuber. This research tries to dig further data about the youtube policy in protecting the copyright issue in that area. This research uses a discourse analysis method on 15 videos from the top 5 Youtuber in Indonesia as the unit of analysis. The result shows that some Youtuber still violate the copyright issue while using background music on their Youtube materials production.

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Beauty bloggers and YouTubers as a community of practice

Cited by 74 publications

References 51 publications

Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit

Celebrity vs. Influencer endorsements in advertising: the role of identification, credibility, and Product-Endorser fit

What Is Influencer Marketing and How Does It Target Children? A Review and Direction for Future Research

Copyright issue on music back sound usage by Indonesian YouTuber

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