Proceedings ArticleDOI
Analysis of Homophily, Emotional Attachment, and Expertise towards Vloggers’ Popularity and Viewers Purchasing Decisions in Beauty Products Industry
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TLDR
In this article, the influence of homophily, expertise, and emotional attachment to the popularity of vloggers was examined and ultimately examined the effect of emotional attachment, vlogger popularity, and expertise on the purchase intention of recommended beauty products by focusing on Beauty Vlogger Tasya Farasya.Abstract:
This study examines the influence of homophily, expertise, and emotional attachment to the popularity of vloggers and ultimately examines the effect of emotional attachment, vlogger popularity, and expertise on the purchase intention of recommended beauty products by focusing on beauty vlogger Tasya Farasya. Homophily itself is divided into four dimensions including attitude, background, morals, and appearance. This study uses a descriptive research design conducted in a single-cross sectional through the distribution of questionnaires online to respondents. The target respondents of this study were Indonesian women aged 15 years and over and had watched the YouTube video of Tasya Farasya (n = 430). The data obtained processed using the statistical method of Structural Equation Modeling (SEM) using LISREL 8.80 software. The results of this research showed that almost all dimensions of homophily (attitude, values, appearance) are significantly have a positive impact the emotional attachment. On the other hand, all dimensions of homophily does not have a significant positive impact on vloggers’ popularity. Then, emotional attachment and expertise also found have a significant positive impact to vloggers’ popularity. In last, researcher found that emotional attachment and expertise are significantly have a positive impact the purchase intentions of viewers while vloggers’ popularity does not.read more
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Changes in purchasing patterns in the beauty market due to Post-COVID-19: Literature review.
Youngsil Ma,Ki Han Kwon +1 more
TL;DR: In this article, the authors reviewed the literature focusing on changes in purchasing patterns in the beauty market after the COVID-19 pandemic and found that the past and present purchasing of beauty products were rapidly changed.
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Beauty brands versus vloggers: exploring the effects of source credibility on information adoption on youtube
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References
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Journal ArticleDOI
Social media: The new hybrid element of the promotion mix
W. Glynn Mangold,David J. Faulds +1 more
TL;DR: In this article, the authors argue that social media is a hybrid element of the promotion mix because in a traditional sense it enables companies to talk to their customers, while in a nontra-ditional sense it enable customers to talk directly to one another.
Journal ArticleDOI
Construction and Validation of a Scale to Measure Celebrity Endorsers' Perceived Expertise, Trustworthiness, and Attractiveness
TL;DR: The authors developed a 15-item semantic differential scale to measure perceived expertise, trustworthiness, and attractiveness of celebrity endorsers, which was validated using respondents' self-reported measures of intention to purchase and perception of quality for the products being tested.
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The impact of celebrity spokespersons' perceived image on consumers' intention to purchase.
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Basic Marketing Research
TL;DR: This edition of BASIC MARKETING RESEARCH is packed with the features that made it a best-seller in the first place, from study tools to updated content to an easy-to-read writing style.
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Exploring the credibility of online celebrities' Instagram profiles in influencing the purchase decisions of young female users
Elmira Djafarova,Chloe Rushworth +1 more
TL;DR: The research findings show that celebrities on Instagram are influential in the purchase behaviour of young female users, however, non-traditional celebrities such as bloggers, YouTube personalities and ‘Instafamous’ profiles are more powerful, as participants regard them as more credible and are able to relate to these, rather than more traditional, celebrities.