The role of advertising, influencers and celebrity endorsement on brand love: the youtuber´s effect

• Autor(a) principal: Raposo, David André Galrão
• 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/10071/18993
• topic: Brand love; Brand engagement; Digital marketing; Social media marketing; Youtube; Advertising; Influencers; Celebrity endorsement; Envolvimento com a marca; Marketing digital; Marketing em social media; Publicidade; Influenciadores; Endosso de celebridades; Estratégias de marketing; Rede social; Marca; Consumidor; Influência social; Psicologia positiva

Brand love is the most emotionally intense connection between consumers and brands and it has been considered one of the most efficient tools to keep both entities together. This approach is crucial, as the current market has witnessed high levels of competition, with the new brands, new products, or even new communication ways emergence. At the same time, managers also realized that the use of influencers or digital creators as partners in the information dissemination process is an effectively beneficial practice. One of the possible platforms is YouTube, which is an ideal social network to implement such marketing strategies. The current dissertation aims to understand how YouTube influencers contribute to the process of brand love. During the development of the research, a set of customer engagement factors has arisen: numbers and results; connectedness with followers; frequency; credibility; argument quality; authenticity; visually appealing content; long-time relationships; and posts in the morning lead YouTube influencers to engage their followers. Such factors were also evaluation elements that were used to understand what other characteristics the strongest YouTubers in those factors have. Hence, this dissertation concludes that aspects as having an informal relationship with brands, presenting different content from others in the industry, or having a well-connected relationship with followers, have emerged as responses of the primary question, which try to capture what are the YouTubers’ characteristics in the area of advertising, influencers, and celebrity endorsement that contribute to brand love.