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Characteristics of Gen-Z YouTube Viewers as Potential Consumers for Influencer Marketing

Author

Listed:
  • Francisca Hermawan

    (Atma Jaya Catholic University of Indonesia, Indonesia)

  • Clara Herlina Karjo

    (Bina Nusantara University, Indonesia)

  • Sri Hapsari Wijayanti

    (Atma Jaya Catholic University of Indonesia, Indonesia)

  • Bertha Elvy Napitupulu

    (STIE Jayakarta, Indonesia)

Abstract

Generation Z are generation who are technology dependence and always look for enjoyment and connectivity. One way to achieve both is by watching videos on YouTube. This habit can be utilized by brands to advertise their products through YouTube marketing, particularly Influencer marketing, in which brands use social media Influencers to convey their marketing messages. This research aims to examine the characteristics of generation Z YouTube viewers and to find out whether these characteristics are beneficial for YouTube influencer marketing. To gather data, we carried out an online survey to 178 participants who were chosen because they were representing the cohort of Generation Z (from 18-to 34 years old). The results showed that the participants were active users of YouTube platform, known from the usage, number of subscribed channels, type of content preferred and sharing and commenting behaviour. The results of the study suggest that using Influencer marketing especially through YouTube, might be beneficial for companies to attract young consumers and make them into potential target market.

Suggested Citation

  • Francisca Hermawan & Clara Herlina Karjo & Sri Hapsari Wijayanti & Bertha Elvy Napitupulu, 2023. "Characteristics of Gen-Z YouTube Viewers as Potential Consumers for Influencer Marketing," European Journal of Business and Management Research, European Open Science, vol. 8(3), pages 113-118, April.
    • Handle: RePEc:epw:ejbmr0:v:8:y:2023:i:3:id:51941
    DOI: 10.24018/ejbmr.2023.8.3.1941
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