The impact of celebrities vs youtubers on brand trust, brand love and brand loyalty

• Autor(a) principal: Gonçalves, Sara Martins
• Data de Publicação: 2019
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/19161
• topic: YouTube; Brand trust; Brand love; Brand loyalty; Confiança na marca; Amor à marca; Lealdade à marca

Social media took over the past years and nowadays consumers are more exposed to wider information. This grows provided not only for brands a new way to interact with their consumers and impact their engagement, consumer’s retention and brand loyalty, but also, abled individuals to acquire large audiences of several people on these platforms, creating a new phenomenon called influencers, who reached fame through online media usage. Therefore, the concept of celebrity has changed slightly in the last years, celebrities nowadays are not only actors, athletes or models, it can also be Bloggers, Instagrammers and YouTubers. These new influencers have shown a potential for the brands, especially YouTubers because of YouTube videos as not seen by the consumers as a source of advertisement, which consumers generally view those content without guarding suspicious making marketing in YouTube content more effective than traditional marketing. Additionally, once in while they substitute celebrities in the company advertising. This dissertation investigates the difference between the use of YouTuber to a Celebrity in consumer behaviour, more specifically, in terms of brand trust, brand love and brand loyalty. This study was aimed at the Portuguese population and conducted through a focus group and an online questionnaire. This study revealed that YouTubers have a positive influence on brand trust, brand love and brand loyalty. However, Celebrities showed a more significant influence on the consumer in terms of brand trust and love. Thus, celebrities as endorsers are still more efficient and a better strategy than YouTubers.