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Sur les traces d’« Enjoy Phoenix »… ou comment la beauté et la pédagogie renforcent le pouvoir d’influence des Youtubeurs sur les consommateurs

Author

Listed:
  • Azza Temessek Behi

    (IHEC - Institut des hautes études commerciales (Carthage, Tunisie) - UCAR - Université de Carthage (Tunisie))

  • Yasmine Laribi

    (IHEC - Institut des hautes études commerciales (Carthage, Tunisie) - UCAR - Université de Carthage (Tunisie))

Abstract

Walking on the tracks of "Enjoy Phoenix"... or how beauty and pedagogy strengthen the power of Youtuber's influence on consumers The user videos created and hosted on YouTube have a strong following among the hyper-connected public. The success of User Generated videos (UGV) attracts brands looking for interactive and powerful communication actions. This article proposes to study the effects of the characteristics of a video's author on attitude and pur- chase intentions in the beauty field. Through two qualitative and one quantitative studies, we show the key role of physical attractiveness, psychological proximity and a video's pedagogical qualities as powerful vectors of a UGV's persuasion.

Suggested Citation

  • Azza Temessek Behi & Yasmine Laribi, 2017. "Sur les traces d’« Enjoy Phoenix »… ou comment la beauté et la pédagogie renforcent le pouvoir d’influence des Youtubeurs sur les consommateurs," Post-Print hal-02308644, HAL.
    • Handle: RePEc:hal:journl:hal-02308644
    DOI: 10.7193/DM.084.115.130
    as

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