IDEAS home Printed from https://ideas.repec.org/a/sgm/jmcbem/v1i9y2019p4-13.html

Influencers on Instagram and YouTube and Their Impact on Consumer Behaviour

Author

Listed:
  • Bianka M³odkowska

    (Faculty of Management, University of Warsaw, Warsaw, Poland)

Abstract

Nowadays we are faced with a growing number of people using social media. The most popular of these are YouTube and Instagram. Their users are exposed to the content generated by infl uencers – social media creators with loyal audiences. The aim of this paper is to investigate the impact that infl uencers on Yotube and Instagram have on consumer behaviour. The research method employed in this study was a quantitative survey on the sample of 160 social media users. 160 individuals answered an online questionnaire. The results of the survey showed that Instabloggers and YouTubers are seen as a credible source of information and consumers fi nd them trustworthy. Moreover, positive reviews on YouTube and pictures posted on Instagram affect consumers buying decisions. The results of the research suggest that engaging infl uencers to collaborate with brands is a new effective marketing tool which is especially effi cient in reaching young people who use social media every day. Collaboration with infl uencers can result in gaining new customers, sharing positive information about new products and increasing sales.

Suggested Citation

  • Bianka M³odkowska, 2019. "Influencers on Instagram and YouTube and Their Impact on Consumer Behaviour," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(9), pages 4-13.
    • Handle: RePEc:sgm:jmcbem:v:1:i:9:y:2019:p:4-13
    as

    Download full text from publisher

    File URL: http://www.wz.uw.edu.pl/portaleFiles/5708-journal-of-m/no_9/JMCBEM_1(9)_M%C5%82odkowska.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Bernard J. Jansen & Mimi Zhang & Kate Sobel & Abdur Chowdury, 2009. "Twitter power: Tweets as electronic word of mouth," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 60(11), pages 2169-2188, November.
    2. Herr, Paul M & Kardes, Frank R & Kim, John, 1991. "Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 454-462, March.
    3. Lee, Jung Eun & Watkins, Brandi, 2016. "YouTube vloggers' influence on consumer luxury brand perceptions and intentions," Journal of Business Research, Elsevier, vol. 69(12), pages 5753-5760.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Michael Marcin Kunz & Ulrich Bretschneider & Max Erler & Jan Marco Leimeister, 2017. "An empirical investigation of signaling in reward-based crowdfunding," Electronic Commerce Research, Springer, vol. 17(3), pages 425-461, September.
    2. Iwa Kuchciak & Justyna Wiktorowicz, 2021. "Empowering Financial Education by Banks—Social Media as a Modern Channel," JRFM, MDPI, vol. 14(3), pages 1-22, March.
    3. Payal S. Kapoor & K.R. Jayasimha & Ashish Sadh, 2013. "Brand-related, Consumer to Consumer, Communication via Social Media," IIM Kozhikode Society & Management Review, , vol. 2(1), pages 43-59, January.
    4. Li, Hui & Xu, Yunjie & Huang, Lihua, 2021. "When less is more? The contingent effect of product supply limitation in the release of new electronic products," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    5. Xuan Yang & Xiao Li & Daning Hu & Harry Jiannan Wang, 2021. "Differential impacts of social influence on initial and sustained participation in open source software projects," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 72(9), pages 1133-1147, September.
    6. Tuk, M.A. & Verlegh, P.W.J. & Smidts, A. & Wigboldus, D.H.J., 2008. "Interpersonal Relationships Moderate the Effect of Faces on Person Judgments," ERIM Report Series Research in Management ERS-2008-057-MKT, Erasmus Research Institute of Management (ERIM), ERIM is the joint research institute of the Rotterdam School of Management, Erasmus University and the Erasmus School of Economics (ESE) at Erasmus University Rotterdam.
    7. Skarmeas, Dionysis & Leonidou, Constantinos N., 2013. "When consumers doubt, Watch out! The role of CSR skepticism," Journal of Business Research, Elsevier, vol. 66(10), pages 1831-1838.
    8. Inyoung Chae & Andrew T. Stephen & Yakov Bart & Dai Yao, 2017. "Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns," Marketing Science, INFORMS, vol. 36(1), pages 89-104, January.
    9. Langley, David J. & Hoeve, Maarten C. & Ortt, J. Roland & Pals, Nico & van der Vecht, Bob, 2014. "Patterns of Herding and their Occurrence in an Online Setting," Journal of Interactive Marketing, Elsevier, vol. 28(1), pages 16-25.
    10. repec:plo:pone00:0176624 is not listed on IDEAS
    11. Tomi Rajala, 2019. "Mind the Information Expectation Gap," Journal of the Knowledge Economy, Springer;Portland International Center for Management of Engineering and Technology (PICMET), vol. 10(1), pages 104-125, March.
    12. Demont, Matty & Rutsaert, Pieter & Ndour, Maimouna & Verbeke, Wim & Seck, Papa Abdoulaye & Tollens, Eric, 2012. "Experimental auctions, collective induction and choice shift: Willingness-to-pay for rice quality in Senegal," 2012 Conference, August 18-24, 2012, Foz do Iguacu, Brazil 126861, International Association of Agricultural Economists.
    13. repec:oup:jecgeo:v:50:y:2023:i:2:p:363-381. is not listed on IDEAS
    14. Li, Xin & Xie, Qianqian & Jiang, Jiaojiao & Zhou, Yuan & Huang, Lucheng, 2019. "Identifying and monitoring the development trends of emerging technologies using patent analysis and Twitter data mining: The case of perovskite solar cell technology," Technological Forecasting and Social Change, Elsevier, vol. 146(C), pages 687-705.
    15. Pierrick Gomez, 2025. "The Role of Processing-Related Labels in Consumer Identification and Choice of Ultra-Processed Foods," Journal of Consumer Policy, Springer, vol. 48(4), pages 421-444, December.
    16. Inman, J. Jeffrey & Nikolova, Hristina, 2017. "Shopper-Facing Retail Technology: A Retailer Adoption Decision Framework Incorporating Shopper Attitudes and Privacy Concerns," Journal of Retailing, Elsevier, vol. 93(1), pages 7-28.
    17. Junpeng Guo & Jiaqi Jiang & Siyuan Gou & Wenhua Li, 2026. "The impact of Danmu-enabled video-watching experience on audience loyalty intention towards vloggers: A parasocial relationship perspective," Electronic Markets, Springer;IIM University of St. Gallen, vol. 36(1), pages 1-20, December.
    18. Marleen Hermans & Néomie Raassens & Kathleen Cleeren, 2024. "What is the impact of a conflict delisting on firm value? An investigation of the role of conflict and firm characteristics," Journal of the Academy of Marketing Science, Springer, vol. 52(1), pages 240-259, January.
    19. Maise Soares Pereira & Ivan Lapuente Garrido & Celso Augusto de Matos, 2015. "Firm-Created Word-of-Mouth Recommendation: is it Also Worthwhile?," Brazilian Business Review, Fucape Business School, vol. 12(3), pages 91-118, May.
    20. Dwayne D. Gremler & Yves Vaerenbergh & Elisabeth C. Brüggen & Kevin P. Gwinner, 2020. "Understanding and managing customer relational benefits in services: a meta-analysis," Journal of the Academy of Marketing Science, Springer, vol. 48(3), pages 565-583, May.
    21. Shu-Hsun Ho & Yu-Ling Lin & Robert Carlson Patrick, 2015. "Participant Motivations In A Social Media Community Page," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 9(4), pages 67-75.
    22. Yingtao Shen & Shenyu Li & Michelle DeMoss, 2012. "The Effect Of Quantitative Electronic Word Of Mouth On Consumer Perceived Product Quality," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 5(2), pages 19-29.

    More about this item

    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

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:sgm:jmcbem:v:1:i:9:y:2019:p:4-13. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://edirc.repec.org/data/somuwpl.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.