Advertisement

The Influence of YouTubers in Consumer Behavior

  • Isabel Lopes
  • Teresa GuardaEmail author
  • José Avelino Victor
  • Encarnación González Vázquez
Conference paper
Part of the Smart Innovation, Systems and Technologies book series (SIST, volume 167)

Abstract

The massive use of the Internet, the development of new information and communication technologies and their consequent appropriation by individuals, transformed the way of acting, being and communicating in today’s society. A growing number of companies that invest in audiovisual content, as part of the outreach strategy of its products/brands. It’s a valuable, elaborate tool that can help a variety of marketing strategies reach new audiences, create more compelling, and far-reaching content. In this sense, this research was carried out in order to verify the behavior of consumers regarding this tool, in order to understand the influence of YouTubers on consumer behavior, essentially at the time of purchase decision. We opted for a quantitative method, where questionnaire surveys were applied to 428 people, mostly young people attending higher education. The results are discussed in light of the literature and future work is identified to mitigate this recent phenomenon.

Keywords

Social networks YouTubers Influencers Digital marketing 

References

  1. 1.
    Wnent, S.: Product Placement on Instagram—the Sponsored and Fabricated EWOM: Comparing Product Placement on Instagram and Banner Advertisement of a Weight Loss Product. Marketing Communications, University of Twente, Netherlands, Master specialization (2016)Google Scholar
  2. 2.
    Gerhart, N., Koohikamali, M.: Social network migration and anonymity expectations: what anonymous social network apps offer. Comput. Human Behav. 95, 101–113 (2019). ElsevierCrossRefGoogle Scholar
  3. 3.
    De Meo, P., Ferrara, E., Rosaci, D., Sarné, G.: Trust and compactness in social network groups. IEEE Trans. Cybern. 45(2), 21–32 (2015)Google Scholar
  4. 4.
    O’Brien, C.: The emergence of the social media empowered consumer. Irish Market. Rev. 21(2), 32–40 (2011)MathSciNetGoogle Scholar
  5. 5.
    Phua, J., Jin, S.V., Kim, J.: Gratifications of using Facebook, Twitter, Instagram, or Snapchat to follow brands: the moderating effect of social comparison, trust, tie strength, and network homophily on brand identification, brand engagement, brand commitment, and membership intention. Telemat. Inform. 34(1) (2017)CrossRefGoogle Scholar
  6. 6.
    Yüksel, H.F.: Factors affecting purchase intention in YouTube videos. J. Knowl. Econ. Knowl. Manag. 11(2) (2016)Google Scholar
  7. 7.
    Hall, A., Towers, N.: Understanding how Millennial shoppers decide what to buy Digitally connected unseen journeys. Int. J. Retail Distrib. Manag. 45(5) (2017)CrossRefGoogle Scholar
  8. 8.
    Segarra-Saavedra, J., Hidalgo-Marí, T.: Influencers, moda feminina e Instagram: el poder de la influencia en la era 2.0. Revista Mediterránea de Comunicación/Mediterranean J. Commun. 9(1) (2018)Google Scholar
  9. 9.
    Teixeira, N.R.: O papel da recomendação online no processo de tomada de decisão de compra. Tese de Mestrado em Marketing, ISCTE-IUL (2010)Google Scholar
  10. 10.
    Barreda, A., Okumus, F., Nusair, K., Bilgihan, A.: The mediating effect of virtual interactivity in travel-related online social network websites. Int. J. Hosp. Tourism Adm. 17(2) (2016)CrossRefGoogle Scholar
  11. 11.
    Arantes, M., Figueiredo, F., Almeida, J.M.: Understanding video-ad consumption on YouTube: a measurement study on user behavior, popularity, and content properties. In: Proceedings of the 8th ACM Conference on Web Science (2016)Google Scholar
  12. 12.
    Mirabi, V., Akbariyeh, H., Tahmasebifard, H.: A study of factors affecting on customers purchase intention. case study: the agencies of bono brand tile in Tehran. J. Multidiscip. Eng. Sci. Technol. 2(1) (2015)Google Scholar
  13. 13.
    Berthon, P.R., Pitt, L.F., Plangger, K., Shapiro, D.: Marketing meets Web 2.0, social media, and creative consumers: implications for international marketing strategy. Bus. Horiz. 55(3), 261–271 (2012)CrossRefGoogle Scholar
  14. 14.
    McCormick, K.: Celebrity endorsements: influence of a product-endorser match on Millennials attitudes and purchase intentions. J. Retail. Consum. Serv. 32(1), 39–45 (2016)CrossRefGoogle Scholar
  15. 15.
    Prentice, C., Han, X.Y., Hua, L.-L., Hu, L: The influence of identity-driven customer engagement on purchase intention. J. Retail. Consum. Serv. 47, 339–347 (2019)CrossRefGoogle Scholar

Copyright information

© Springer Nature Singapore Pte Ltd. 2020

Authors and Affiliations

  • Isabel Lopes
    • 1
    • 2
  • Teresa Guarda
    • 2
    • 3
    Email author
  • José Avelino Victor
    • 4
    • 5
  • Encarnación González Vázquez
    • 6
  1. 1.UNIAG (Applied Management Research Unit)Polytechnic Institute of BragançaBragançaPortugal
  2. 2.Algoritmi CentreMinho UniversityGuimarãesPortugal
  3. 3.Universidad Estatal Península de Santa Elena–UPSELa LibertadEcuador
  4. 4.Instituto Politécnico Da MaiaMaiaPortugal
  5. 5.Instituto Universitário Da MaiaMaiaPortugal
  6. 6.Universidad de VigoVigoSpain

Personalised recommendations