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.
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页码：298 / 321
页数：24
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