The Influence of YouTubers in Consumer Behavior

Lopes, Isabel; Guarda, Teresa; Victor, José Avelino; Vázquez, Encarnación González

doi:10.1007/978-981-15-1564-4_6

Cited by 14 publications

(15 citation statements)

References 10 publications

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“…Furthermore, the authority that an influencer has in the consumer’s purchase decision is affirmed, based on the imitation of the figure of the one he admires, in addition to feeling identified with the personality of the celebrity, especially in the young audience, because they are considered to be at the age of identity formation (Lópes et al, 2020).…”

Section: Discussionmentioning

confidence: 99%

Hola Followers! Content Analysis of YouTube Channels of Female Fashion Influencers in Spain and Ecuador

2021

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The objective of this article is to analyze the contents and unconventional advertising narratives of the eight most important women in the world of fashion in Spain and Ecuador in relation to the number of followers and points of view, in order to identify the discursive and esthetic strategies and narratives that may reflect the keys to their experience as prescribers, through a content analysis based on the interpretation of the five most viewed videos between 2018 and 2019 from four Spanish to four Ecuadorian YouTube channels ( ME = 40) based on a three-round Delphi analysis sheet with a validity of W = 0.828 and α = .947. The content is analyzed from a qualitative perspective, which allows an in-depth exploration of the dimensions and indicators of impact and influence on YouTube channels. The research presents the findings that the influencers reviewed use crutches, idioms, and set phrases to identify with their audience. The audiovisual narrative is simple, maintaining its amateur style. Advertising positioning in the channels analyzed is given by identifying the brand in the spoken discourse, the presence of brand logos, advertisements and promotions, and the presence of products of the sponsoring brands.

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Section: Discussionmentioning

confidence: 99%

Hola Followers! Content Analysis of YouTube Channels of Female Fashion Influencers in Spain and Ecuador

2021

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“…This finding supports the finding in a study by Viertola (2018), who found that YouTubers are a reliable source for Generation Z; hence their opinions highly influence their audiences. However, more recent research finding from Lopes et al (2020) have a different viewpoint on the influence of YouTubers on the audience's purchase intention. In the study, it is found that a YouTuber's influence on purchase intention may be dependent on the education level of audiences.…”

Section: Influence Of Youtubers On Generation Z A) Decision Makingmentioning

confidence: 96%

“…On the other hand, ample research has also discovered the negative influences of YouTubers. A study by Westenburg (2016) finds that the purchase intention of YouTube audiences has been unconsciously influenced by YouTubers (Lopes et al, 2020). YouTube videos with foul language and messages related to alcohol consumption are also imitated by young audiences (Westenburg, 2016;Aran-Ramspott et al, 2018).…”

Section: Youtubersmentioning

confidence: 99%

A Journey to Explore the Influence of Youtuber to Generation Z

Fei

2022

AJAC

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The influence of YouTubers to young audiences is irresistible under the social media era, no matter in attitude or audience’s decision making. YouTubers carry with positive and negative impact in various studies. However, least attention has been paid on the influence from YouTubers to Generation Z audience. Focusing on the influence of YouTubers, this study intends to provide a new lens to look into the YouTuber’s personality and charisma, furthermore, to identify effect of them to audience decision making and language. Social Cognitive Theory (SCT) and Use and Gratification Theory are used in this study to explain the audiences’ behaviour in YouTube, specifically on their content selection. Qualitative research method is applied in this study, whereas in-depth interview is research design. There are five university students who represent as Generation Z involve into this study. Thematic analysis is implemented for data analysis. Result of this study discloses that university students receive positive influences from YouTubers base on their representation as role model in motivating the user to keep on learning. The YouTuber’s dramatic personality attract the audience to follow their channel in order to fulfill the entertainment needs. Besides, YouTubers also affect to user’s purchase intention as their experience on using a product has become a reliable source. However, educational level of Generation Z audience is highlighted in this study to relieve the audiences from overly online shopping behavior and this shows limitation in study of lower education level audiences. Overall, YouTubers shows their positive influence on Generation Z undergraduate students.

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“…Audio-visual content published by YouTubers is now considered a valuable tool capable of contributing to the development of a variety of marketing strategies for the purpose of reaching new audiences through more compelling and far-reaching content (Lopes, et al, 2020). The influence that YouTubers exert on their followers has been studied from varied perspectives.…”

Section: Youtubers the New Idols And Communicatorsmentioning

confidence: 99%

Adolescents on YouTube: Gender Differences Regarding the Videos They Upload and Watch

Suárez-Álvarez

Jiménez

Vozmediano

2021

cejc

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This study examines whether gender is a key factor when producing and uploading audio-visual content to this social network. The research has been carried out using content analysis methodology applied to a sample of 300 videos uploaded to YouTube by adolescents aged 11-17 years, which were collected and analysed during the state of emergency in Spain (13 March – 21 June of 2020) as a result of the COVID-19 pandemic. Contents uploaded by these YouTubers are amusing, and their topics differ significantly depending on the author’s gender. Boys focus mainly on playing games, while the range of topics among girls is more diverse. There are no significant differences in the way both genders approach the topic of COVID-19. Channels oriented toward girls are protected from comments their followers might make about them, whereas boys are more exposed to members of the public who view their audio-visual productions.

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The Influence of YouTubers in Consumer Behavior

Cited by 14 publications

References 10 publications

Hola Followers! Content Analysis of YouTube Channels of Female Fashion Influencers in Spain and Ecuador

Hola Followers! Content Analysis of YouTube Channels of Female Fashion Influencers in Spain and Ecuador

A Journey to Explore the Influence of Youtuber to Generation Z

Adolescents on YouTube: Gender Differences Regarding the Videos They Upload and Watch

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