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The Influence of Beauty Vlogger's Content on the Purchase Intentions of Local Brands in Indonesia

Author

Listed:
  • Nur Afifah

    (Faculty of Economics and Business, Universitas Tanjungpura, Indonesia Author-2-Name: Author-2-Workplace-Name: Author-3-Name: Author-3-Workplace-Name: Author-4-Name: Author-4-Workplace-Name: Author-5-Name: Author-5-Workplace-Name: Author-6-Name: Author-6-Workplace-Name: Author-7-Name: Author-7-Workplace-Name: Author-8-Name: Author-8-Workplace-Name:)

Abstract

Objective � This study aims to propose a conceptual model of how the influence of beauty vlogger content affects purchase intentions on local brand beauty products in Indonesia with brand image as a mediating variable. Methodology/Technique � Purposive sampling is used with 100 respondents distributed online via Google forms. A path analysis technique is used. Findings � The study findings show that beauty vlogger content influence brand image but does not influence the purchase intentions on local brand beauty products in Indonesia. Brand image is a mediating variable between beauty vlogger content and purchase intentions on local brand beauty products in Indonesia. Novelty � The development of beauty vloggers in Indonesia is growing rapidly, but the study of beauty vlogger content is still scarce and only examines the effect of vloggers on purchase intentions, not on the brand image. Type of Paper: Empirical

Suggested Citation

  • Nur Afifah, 2016. "The Influence of Beauty Vlogger's Content on the Purchase Intentions of Local Brands in Indonesia," GATR Journals jmmr232, Global Academy of Training and Research (GATR) Enterprise.
    • Handle: RePEc:gtr:gatrjs:jmmr232
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    References listed on IDEAS

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    1. Khim-Yong Goh & Cheng-Suang Heng & Zhijie Lin, 2013. "Social Media Brand Community and Consumer Behavior: Quantifying the Relative Impact of User- and Marketer-Generated Content," Information Systems Research, INFORMS, vol. 24(1), pages 88-107, March.
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    More about this item

    Keywords

    Vlogger; Beauty Vlogger Content; Purchase Intention; Local Brands in Indonesia.;
    All these keywords.

    JEL classification:

    • M15 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - IT Management
    • 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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