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YouTube Vloggers as Brand Influencers on Consumer Purchase Behaviour

Author

Listed:
  • Rybaczewska Maria

    (University of Stirling Stirling,Scotland, UK)

  • Chesire Betty Jebet

    (University of Stirling Stirling,Scotland, UK)

  • Sparks Leigh

    (University of Stirling Stirling,Scotland, UK)

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.

Suggested Citation

  • Rybaczewska Maria & Chesire Betty Jebet & Sparks Leigh, 2020. "YouTube Vloggers as Brand Influencers on Consumer Purchase Behaviour," Journal of Intercultural Management, Sciendo, vol. 12(3), pages 117-140, September.
    • Handle: RePEc:vrs:joinma:v:12:y:2020:i:3:p:117-140:n:6
    DOI: 10.2478/joim-2020-0047
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    References listed on IDEAS

    as
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    More about this item

    Keywords

    YouTube vloggers; vlog; brand; consumer behaviour; purchase behaviour;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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