1. bookVolume 12 (2020): Issue 3 (September 2020)
Journal Details
License
Format
Journal
eISSN
2543-831X
First Published
25 Apr 2014
Publication timeframe
4 times per year
Languages
English
Open Access

YouTube Vloggers as Brand Influencers on Consumer Purchase Behaviour

Published Online: 14 Oct 2020
Volume & Issue: Volume 12 (2020) - Issue 3 (September 2020)
Page range: 117 - 140
Journal Details
License
Format
Journal
eISSN
2543-831X
First Published
25 Apr 2014
Publication timeframe
4 times per year
Languages
English
Abstract

Objective: The increasing influence of YouTube vloggers on consumer purchase behaviour and the specificity of the vloggers _ viewers/subscribers relationship are under-researched. Addressing this gap in knowledge, this paper explores the role of vloggers as brand influencers on consumer (their viewers) purchase behaviour. It aims to investigate the interaction between vloggers and viewers/subscribers in terms of brand awareness and consumers’ purchase behaviour.

Methodology: A mixed-method approach (often connected with netnography) incorporated non-participant observation of vloggers’ activities and vloggers-viewers interactions within selected popular vlogs, supported by an online survey with both vloggers and viewers.

Findings: We have observed specific brand endorsements and experiences, depending on the vloggers’ context, leading to both positive and negative feedback. This interaction and the consistently positive perception of reasons behind the vloggers’ choice of the endorsed brands underpin the credibility of the vloggers – viewers/subscribers relationship.

Value added: Our results show not only the significance of vloggers as brand influencers, providing their audiences information perceived as trustworthy and convincing in terms of purchase recommendations but also explore the factors affecting this process.

Recommendations: This research directed our attention into the viewer-viewer interaction on the vlogs platforms. It is a very dynamic and challenging (difficult to control) part of vlog marketing activities (including various eWOM aspects) which can be very influential in the analysed context and stays a task for the future research.

Keywords

JEL Classification

Anselmsson, J., Bondesson, N., & Melin, F. (2016). Customer-based brand equity and human resource management image: Do retail customers really care about HRM and the employer brand?. European Journal of Marketing, 50(7/8), 1185–1208.10.1108/EJM-02-2015-0094Search in Google Scholar

Bell, E., Bryman, A., & Harley, B. (2018).Business research methods. Oxford University Press.Search in Google Scholar

Booth, N., & Matic, J. A. (2011). Mapping and Leveraging Influencers in Social Media to Shape Corporate Brand Perceptions. Corporate Communications: An International Journal, 16(3), 184–191.10.1108/13563281111156853Search in Google Scholar

Boyd, D., Clarke, T., & Spekman, R. (2014). The Emergence and Impact of Consumer Brand Empowerment in Online Social Networks: A Proposed Ontology. Journal of Brand Management, 21(6), 516–531.10.1057/bm.2014.20Search in Google Scholar

Bruce, V. (1996). The Role of the Face in Communication: Implications for Videophone Design. Interacting with Computers, 8(2), 166–176.10.1016/0953-5438(96)01026-0Search in Google Scholar

Burgess, J., & Green, J. (2018).YouTube: Online Video and Participatory Culture. John Wiley and Sons.Search in Google Scholar

Cheung, C. M., & Thadani, D. R. (2012). The Impact of Electronic Word-Of-Mouth Communication: A Literature Analysis and Integrative Model. Decision Support Systems, 54(1), 461–470.10.1016/j.dss.2012.06.008Search in Google Scholar

Cleveland, M., & Bartikowski, B. (2018). Cultural and Identity Antecedents of Market Mavenism: Comparing Chinese at Home and Abroad. Journal of Business Research, 82, 354–363.10.1016/j.jbusres.2017.09.012Search in Google Scholar

De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing Through Instagram Influencers: The Impact of Number of Followers and Product Divergence on Brand Attitude. International Journal of Advertising, 36(5), 798–828.10.1080/02650487.2017.1348035Search in Google Scholar

Dibble, J. L., Hartmann, T., & Rosaen, S. F. (2016). Parasocial Interaction and Para-social Relationship: Conceptual Clarification and a Critical Assessment of Measures. Human Communication Research, 42(1), 21–44.10.1111/hcre.12063Search in Google Scholar

Dwivedi, A., McDonald, R., & Johnson, L. (2014). The Impact of a Celebrity Endorser’s Credibility on Consumer Self-Brand Connection and Brand Evaluation. Journal of Brand Management, 21(7–8), 559–578.10.1057/bm.2014.37Search in Google Scholar

Edosomwan, S., Prakasan, S. K., Kouame, D., Watson, J., & Seymour, T. (2011). The history of social media and its impact on business. Journal of Applied Management and entrepreneurship, 16(3), 79–91.Search in Google Scholar

Feick, L. F., & Price, L. L. (1987). The Market Maven: A Diffuser of Marketplace Information. The Journal of Marketing, 51(1), 83–97.10.1177/002224298705100107Search in Google Scholar

Geissler, G. L., & Edison, S. W. (2005). Market Mavens’ Attitudes Towards General Technology: Implications for Marketing Communications. Journal of Marketing Communications, 11(2), 73–94.10.1080/1352726042000286499Search in Google Scholar

Heinonen, K. (2011). Consumer activity in social media: Managerial approaches to consumers’ social media behavior. Journal of Consumer Behaviour, 10(6), 356–364.10.1002/cb.376Search in Google Scholar

Huberman, A. M., & Miles, M. B. (1994). Data management and analysis methods. In N. K. Denzin & Y. S. Lincoln (Eds.), Handbook of qualitative research (pp. 428–444). Sage Publications, Inc.Search in Google Scholar

Hwang, K., & Zhang, Q. (2018). Influence of Parasocial Relationship Between Digital Celebrities and Their Followers on Followers’ Purchase and Electronic Word-of-Mouth Intentions, and Persuasion Knowledge. Computers in Human Behavior, 87, 155–173.10.1016/j.chb.2018.05.029Search in Google Scholar

Jin, S. A., & Phua, J. (2014). Following Celebrities’ Tweets about Brands: The Impact of Twitter-Based Electronic Word-of-Mouth on Consumers’ Source Credibility Perception, Buying Intention, and Social Identification with Celebrities. Journal of Advertising, 43(2), 181–195.10.1080/00913367.2013.827606Search in Google Scholar

Kavanaugh, A., Zin, T. T., Carroll, J. M., Schmitz, J., Perez-Quinones, M., & Isenhour, P. (2006). When Opinion Leaders Blog: New Forms of Citizen Interaction. Proceedings of the 2006 International Conference on Digital Government Research, pp. 79–88.10.1145/1146598.1146628Search in Google Scholar

Kessler, C. (2007). Where were you when YouTube was Born?. Journal of Brand Management, 14, 207–210.10.1057/palgrave.bm.2550069Search in Google Scholar

Kutthakaphan, R., & Chokesamritpol, W. (2013).The Use of Celebrity Endorsement with the help of Electronic Communication Channel Instagram. Thesis, Malardalen University School of Business, Society and Engineering.Search in Google Scholar

Lee, J. E., & Watkins, B. (2016). YouTube Vloggers’ Influence on Consumer Luxury Brand Perceptions and Intentions. Journal of Business Research, 69(12), 5753–5760.10.1016/j.jbusres.2016.04.171Search in Google Scholar

Leitch, S., & Merlot, E. (2018). Power Relations Within Brand Management: The Challenge of Social Media. Journal of Brand Management, 25(2), 85–92.10.1057/s41262-017-0081-1Search in Google Scholar

Lyons, B., & Henderson, K. (2005). Opinion Leadership in a Computer–Mediated Environment. Journal of Consumer Behaviour: An International Research Review, 4(5), 319–329.10.1002/cb.22Search in Google Scholar

Molyneaux, H., O’Donnell, S., Gibson, K., & Singer, J. (2008). Exploring the Gender Divide on YouTube: An Analysis of the Creation and Reception of Vlogs. American Communication Journal, 10(2), 1–14.Search in Google Scholar

Nardi, B. A., Schiano, D. J., Gumbrecht, M., & Swartz, L. (2004). Why We Blog. Communications of the ACM, 47(12), 41–46.10.1145/1035134.1035163Search in Google Scholar

Nisbet, M. C., & Kotcher, J. E. (2009). A Two-Step Flow of Influence? Opinion-Leader Campaigns on Climate Change. Science Communication, 30(3), 328–354.10.1177/1075547008328797Search in Google Scholar

Puspa, J., & Kühl, R. (2006).Building Consumer’s Trust Through Persuasive Interpersonal Communication in a Saturated Market: The Role of Market Mavens. Presentation at the 99th EAAE Seminar ‘Trust and Risk in Business Networks’. Bonn, Germany, February, pp. 8–10.Search in Google Scholar

Rybaczewska, M., Jirapathomsakul, S., Liu, Y., Tsing Chow, W., Thanh Nguyen, M. (2020). Slogans, Brands and Purchase Behaviour of Students. Young Consumers. https://doi.org/10.1108/YC-07-2019-1020.10.1108/YC-07-2019-1020Search in Google Scholar

Rybaczewska, M., Sparks, L., & Sułkowski Ł. (2020). Consumers’ purchase decisions and employer image. Journal of Retailing and Consumer Services, 55, 102–123.10.1016/j.jretconser.2020.102123Search in Google Scholar

Spry, A., Pappu, R., & Cornwell, T. B. (2011). Celebrity Endorsement, Brand Credibility and Brand Equity. European Journal of Marketing, 45(6), 882–909.10.1108/03090561111119958Search in Google Scholar

Statista (2019).YouTube – Statistics and Facts. Retrieved from:https://www.statista.com/topics/2019/youtube/. Access: November 18, 2019.Search in Google Scholar

Stokburger-Sauer, N. E., & Hoyer, W. D. (2007). Market Mavens and Opinion Leaders: Are they the Same or Different?. In E - European Advances in Consumer Research (pp. 343–344), Volume 8, eds. S. Borghini, M. A. McGrath, & C. Otnes. Duluth, MN: Association for Consumer Research.Search in Google Scholar

Sułkowski, Ł., & Kaczorowska-Spychalska, D. (2018).Internet of Things – New Paradigm of Learning. Challenges for Business. International Conference on Applied Human Factors and Ergonomics. Springer, 307–318.Search in Google Scholar

Swoboda, B., Berg, B., Schramm-Klein, H., & Foscht, T. (2013). The importance of retail brand equity and store accessibility for store loyalty in local competition. Journal of Retailing and Consumer Services, 20(3), 251–262.10.1016/j.jretconser.2013.01.011Search in Google Scholar

Thakur, R. (2018). Customer Engagement and Online Reviews. Journal of Retailing and Consumer Services, 41, 48–59.10.1016/j.jretconser.2017.11.002Search in Google Scholar

Uzunoğlu, E., & Kip, S. M. (2014). Brand Communication through Digital Influencers: Leveraging Blogger Engagement. International Journal of Information Management, 34(5), 592–602.10.1016/j.ijinfomgt.2014.04.007Search in Google Scholar

Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012). Customer Engagement: Exploring Customer Relationships Beyond Purchase. Journal of Marketing Theory and Practice, 20(2), 122–146.10.2753/MTP1069-6679200201Search in Google Scholar

Watts, D. J., & Dodds, P. S. (2007). Influentials, Networks, and Public Opinion Formation. Journal of Consumer Research, 34(4), 441–458.10.1086/518527Search in Google Scholar

Weimann, G. (1994).The Influentials: People Who Influence People. SUNY Press.Search in Google Scholar

Wiseman, E. (2014). Lights, Camera, Lipstick: Beauty Vloggers are Changing the Face of the Beauty Industry. The Guardian. 20th July.Search in Google Scholar

Zhang, L., Luo, M. M., & Boncella, R. J. (2020). Product information diffusion in a social network.Electronic Commerce Research, 20(1), 3–19.10.1007/s10660-018-9316-9Search in Google Scholar

Recommended articles from Trend MD

Plan your remote conference with Sciendo