The influence of youtubers on followers use intention
Autor(a) principal: | |
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Data de Publicação: | 2020 |
Outros Autores: | , , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | Repositório Institucional da UFMG |
Texto Completo: | http://hdl.handle.net/1843/43712 |
Resumo: | Purpose – This study aims to investigate the relationship between the follower’s engagement with YouTubers and his/her intention of using a brand they advertise or use. Self-connection, brand love and trust are mediating variables concerning the YouTuber–follower relationship and involvement is the antecedent variable of the engagement. Design/methodology/approach – A survey was carried out and 272 YouTubers’ followers responded. The structuralmodel was tested by covariance-based structural equationmodeling using the software R, v3.6.0. Findings – The present study reveals that the follower’s engagement with YouTubers presents itself within cognitive, affective and behavioural aspects; it rises from the involvement the followers have with their favourite YouTuber. Engagement, enhanced by self-connection, love and trust in the YouTuber, impacts the intention of use of a brand he/she indicates or uses. Practical implications – YouTube is a relevant channel for advertising and promoting a brand. Hence, the company should bear in mind the fact that the YouTuber appointed to represent its image must be connected to the feelings and interests of their followers as well as those of the brands to be publicised. Originality/value – The present research proposes a novel conceptual connection to engagement, established no longer by the brand of a product or service, but by YouTubers. It aims at rendering contribution to this subject as it investigates the correlation of use intention of a brand, subject to the engagement with a human brand, herein represented by YouTubers. |
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2022-07-27T21:17:09Z2022-07-27T21:17:09Z2020-0314217319410.1108/JRIM-09-2019-01542040-7122http://hdl.handle.net/1843/43712Purpose – This study aims to investigate the relationship between the follower’s engagement with YouTubers and his/her intention of using a brand they advertise or use. Self-connection, brand love and trust are mediating variables concerning the YouTuber–follower relationship and involvement is the antecedent variable of the engagement. Design/methodology/approach – A survey was carried out and 272 YouTubers’ followers responded. The structuralmodel was tested by covariance-based structural equationmodeling using the software R, v3.6.0. Findings – The present study reveals that the follower’s engagement with YouTubers presents itself within cognitive, affective and behavioural aspects; it rises from the involvement the followers have with their favourite YouTuber. Engagement, enhanced by self-connection, love and trust in the YouTuber, impacts the intention of use of a brand he/she indicates or uses. Practical implications – YouTube is a relevant channel for advertising and promoting a brand. Hence, the company should bear in mind the fact that the YouTuber appointed to represent its image must be connected to the feelings and interests of their followers as well as those of the brands to be publicised. Originality/value – The present research proposes a novel conceptual connection to engagement, established no longer by the brand of a product or service, but by YouTubers. It aims at rendering contribution to this subject as it investigates the correlation of use intention of a brand, subject to the engagement with a human brand, herein represented by YouTubers.Objetivo – Este estudo tem como objetivo investigar a relação entre o engajamento do seguidor com YouTubers e sua intenção de usar uma marca que anunciam ou usam. Auto-conexão, amor à marca e confiança são variáveis mediadoras da relação YouTuber-seguidor e o envolvimento é o antecedente variável do engajamento. Design/metodologia/abordagem – Foi realizada uma pesquisa e 272 seguidores de YouTubers responderam. O modelo estrutural foi testado por modelagem de equações estruturais baseadas em covariâncias usando o software R, v3.6.0. Resultados – O presente estudo revela que o engajamento do seguidor com os YouTubers se apresenta dentro de aspectos cognitivos, afetivos e comportamentais; nasce do envolvimento que os seguidores têm com seus YouTuber favorito. O envolvimento, aprimorado pela autoconexão, amor e confiança no YouTuber, impacta o intenção de uso de uma marca que indica ou utiliza. Implicações práticas – o YouTube é um canal relevante para anunciar e promover uma marca. Assim, a empresa deve ter em conta o facto de o YouTuber nomeado para representar a sua imagem devem estar ligados aos sentimentos e interesses de seus seguidores, bem como aos das marcas a serem divulgado. Originalidade/valor – A presente pesquisa propõe uma nova conexão conceitual para engajamento, estabelecido não mais pela marca de um produto ou serviço, mas pelos YouTubers. Tem como objetivo renderizar contribuição para este assunto, pois investiga a correlação da intenção de uso de uma marca, engajamento com uma marca humana, aqui representada por YouTubers.engUniversidade Federal de Minas GeraisUFMGBrasilFCE - DEPARTAMENTO DE CIÊNCIAS ADMINISTRATIVASJournal of Research in Interactive MarketingYoutube (Recurso eletronico)Redes sociaisComportamento socialAnúnciosMobile marketingOnline marketingSocial media marketingInternet advertisingOnline advertisingOnline consumer behaviourMarketing communicationInteractivityComputer-mediated communicationYouTubeVirtual marketingThe influence of youtubers on followers use intentionA influência dos youtubers na intenção de uso dos seguidoresinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articlehttps://www.emerald.com/insight/content/doi/10.1108/JRIM-09-2019-0154/full/htmlStela Cristina Hott CorrêaJoão Luiz SoaresJuliana Maria Magalhães ChristinoMarlusa de Sevilha GoslingCarlos Alberto Gonçalvesinfo:eu-repo/semantics/openAccessreponame:Repositório Institucional da UFMGinstname:Universidade Federal de Minas Gerais (UFMG)instacron:UFMGLICENSELicense.txtLicense.txttext/plain; charset=utf-82042https://repositorio.ufmg.br/bitstream/1843/43712/1/License.txtfa505098d172de0bc8864fc1287ffe22MD51ORIGINALThe influence of YouTubers on followers use intention.pdfThe influence of YouTubers on followers use intention.pdfapplication/pdf396764https://repositorio.ufmg.br/bitstream/1843/43712/2/The%20influence%20of%20YouTubers%20on%20followers%20%20use%20intention.pdf882abd9672c5fcb1e865e99cd7f6d047MD521843/437122022-07-27 18:17:09.939oai:repositorio.ufmg.br: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Repositório de PublicaçõesPUBhttps://repositorio.ufmg.br/oaiopendoar:2022-07-27T21:17:09Repositório Institucional da UFMG - Universidade Federal de Minas Gerais (UFMG)false |
dc.title.pt_BR.fl_str_mv |
The influence of youtubers on followers use intention |
dc.title.alternative.pt_BR.fl_str_mv |
A influência dos youtubers na intenção de uso dos seguidores |
title |
The influence of youtubers on followers use intention |
spellingShingle |
The influence of youtubers on followers use intention Stela Cristina Hott Corrêa Mobile marketing Online marketing Social media marketing Internet advertising Online advertising Online consumer behaviour Marketing communication Interactivity Computer-mediated communication YouTube Virtual marketing Youtube (Recurso eletronico) Redes sociais Comportamento social Anúncios |
title_short |
The influence of youtubers on followers use intention |
title_full |
The influence of youtubers on followers use intention |
title_fullStr |
The influence of youtubers on followers use intention |
title_full_unstemmed |
The influence of youtubers on followers use intention |
title_sort |
The influence of youtubers on followers use intention |
author |
Stela Cristina Hott Corrêa |
author_facet |
Stela Cristina Hott Corrêa João Luiz Soares Juliana Maria Magalhães Christino Marlusa de Sevilha Gosling Carlos Alberto Gonçalves |
author_role |
author |
author2 |
João Luiz Soares Juliana Maria Magalhães Christino Marlusa de Sevilha Gosling Carlos Alberto Gonçalves |
author2_role |
author author author author |
dc.contributor.author.fl_str_mv |
Stela Cristina Hott Corrêa João Luiz Soares Juliana Maria Magalhães Christino Marlusa de Sevilha Gosling Carlos Alberto Gonçalves |
dc.subject.por.fl_str_mv |
Mobile marketing Online marketing Social media marketing Internet advertising Online advertising Online consumer behaviour Marketing communication Interactivity Computer-mediated communication YouTube Virtual marketing |
topic |
Mobile marketing Online marketing Social media marketing Internet advertising Online advertising Online consumer behaviour Marketing communication Interactivity Computer-mediated communication YouTube Virtual marketing Youtube (Recurso eletronico) Redes sociais Comportamento social Anúncios |
dc.subject.other.pt_BR.fl_str_mv |
Youtube (Recurso eletronico) Redes sociais Comportamento social Anúncios |
description |
Purpose – This study aims to investigate the relationship between the follower’s engagement with YouTubers and his/her intention of using a brand they advertise or use. Self-connection, brand love and trust are mediating variables concerning the YouTuber–follower relationship and involvement is the antecedent variable of the engagement. Design/methodology/approach – A survey was carried out and 272 YouTubers’ followers responded. The structuralmodel was tested by covariance-based structural equationmodeling using the software R, v3.6.0. Findings – The present study reveals that the follower’s engagement with YouTubers presents itself within cognitive, affective and behavioural aspects; it rises from the involvement the followers have with their favourite YouTuber. Engagement, enhanced by self-connection, love and trust in the YouTuber, impacts the intention of use of a brand he/she indicates or uses. Practical implications – YouTube is a relevant channel for advertising and promoting a brand. Hence, the company should bear in mind the fact that the YouTuber appointed to represent its image must be connected to the feelings and interests of their followers as well as those of the brands to be publicised. Originality/value – The present research proposes a novel conceptual connection to engagement, established no longer by the brand of a product or service, but by YouTubers. It aims at rendering contribution to this subject as it investigates the correlation of use intention of a brand, subject to the engagement with a human brand, herein represented by YouTubers. |
publishDate |
2020 |
dc.date.issued.fl_str_mv |
2020-03 |
dc.date.accessioned.fl_str_mv |
2022-07-27T21:17:09Z |
dc.date.available.fl_str_mv |
2022-07-27T21:17:09Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/1843/43712 |
dc.identifier.doi.pt_BR.fl_str_mv |
10.1108/JRIM-09-2019-0154 |
dc.identifier.issn.pt_BR.fl_str_mv |
2040-7122 |
identifier_str_mv |
10.1108/JRIM-09-2019-0154 2040-7122 |
url |
http://hdl.handle.net/1843/43712 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.ispartof.pt_BR.fl_str_mv |
Journal of Research in Interactive Marketing |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.publisher.none.fl_str_mv |
Universidade Federal de Minas Gerais |
dc.publisher.initials.fl_str_mv |
UFMG |
dc.publisher.country.fl_str_mv |
Brasil |
dc.publisher.department.fl_str_mv |
FCE - DEPARTAMENTO DE CIÊNCIAS ADMINISTRATIVAS |
publisher.none.fl_str_mv |
Universidade Federal de Minas Gerais |
dc.source.none.fl_str_mv |
reponame:Repositório Institucional da UFMG instname:Universidade Federal de Minas Gerais (UFMG) instacron:UFMG |
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UFMG |
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Repositório Institucional da UFMG |
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Repositório Institucional da UFMG |
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