Influencer marketing 2.0. The success of beauty YouTubers' own brands

被引：1

作者：

Evers, Jill ^{[1
]}

Daalmans, Serena ^{[2
,3
]}

机构：

[1] Radboud Univ Nijmegen, Nijmegen, Netherlands

[2] Radboud Univ Nijmegen, Behav Sci Inst, Nijmegen, Netherlands

[3] Radboud Univ Nijmegen, Sectie Commun Wetenschap, Nijmegen, Netherlands

来源：

TIJDSCHRIFT VOOR COMMUNICATIEWETENSCHAP | 2021年 / 49卷 / 04期

关键词：

YouTube; beauy influencer; influencer marketing; influencer products; PARASOCIAL INTERACTION; CELEBRITY; PERCEPTIONS; ENDORSEMENT; CREDIBILITY; INFLUENCERS; EXPERIENCE; YOUTUBERS; IMPACT; SELF;

D O I：

10.5117/TCW2021.4.002.EVER

中图分类号：

G2 [信息与知识传播];

学科分类号：

05 ; 0503 ;

摘要：

Influencer marketing of beauty Influencer products is the newest form of influencer marketing, aside from PR-packages, affiliate codes, branded content and co-branding. This qualitative interview-study focused on the meaning-making processes of consumers in relation to these influencer products by beauty YouTubers. Consumers articulated three meaning-making perspectives, namely product attitude, intention to buy and affinity with the YouTubers.

引用

页码：298 / 321

页数：24

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