Volume 49, Issue 4

Abstract

Samenvatting

De laatste tijd is er naast pr-pakketten, , en een vijfde, nieuwe vorm van influencermarketing te herkennen: influencerproducten of zelfs influencermerken. Deze interviewstudie focust zich op de betekenisgeving van consumenten aan influencerproducten van YouTubers uit de beautycommunity. Consumenten blijken veelal betekenis te geven aan influencerproducten in termen van bekendheid met de YouTuber, de vergelijking met samenwerkingsproducten en als gevolg van ervaren affiniteit of relatie met de YouTuber.

Loading

Article metrics loading...

/content/journals/10.5117/TCW2021.4.002.EVER
2021-12-01
2024-03-29
Loading full text...

Full text loading...

/deliver/fulltext/13846930/49/4/TCW2021.4.002.EVER.html?itemId=/content/journals/10.5117/TCW2021.4.002.EVER&mimeType=html&fmt=ahah

References

  1. Aanstoos, C. M. (1983). The think aloud method in descriptive research. Journal of Phenomenological Psychology, 14(1-2), 243-266.
    [Google Scholar]
  2. Androulaki-Ralli, G. (2015). The leading role of influencers in the YouTube beauty community (thesis). DiVA-Portal. https://www.diva-portal.org/smash/record.jsf?pid=diva2%3A816476&dswid=6733
    [Google Scholar]
  3. Arenas-Márquez, F. J., Martínez-Torres, M. R., & Toral, S. L. (2021). How can trustworthy influencers be identified in electronic word-of-mouth communities?Technological Forecasting and Social Change, 166, 120596.
    [Google Scholar]
  4. d’Astous, A., & Deschênes, J. (2004). Consuming in one’s mind: An exploration. Psychology & Marketing, 22(1), 1-30.
    [Google Scholar]
  5. Bergkvist, L., Hjalmarson, H., & Mägi, A. W. (2016). A new model of how celebrity endorsements work: Attitude toward the endorsement as a mediator of celebrity source and endorsement effects. International Journal of Advertising, 35, 171-184.
    [Google Scholar]
  6. Besharat, A. (2010). How co-branding versus brand extensions drive consumers’ evaluations of new products: A brand equity approach. Industrial Marketing Management, 39(8), 1240-1249.
    [Google Scholar]
  7. Boerman, S. C., & Van Reijmersdal, E. A. (2020). Disclosing influencer marketing on YouTube to children: The moderating role of para-social relationship. Frontiers in Psychology, 10, 3042.
    [Google Scholar]
  8. Brakus, J. J., Schmitt, B. H., & Zarantonello, L. (2009). Brand experience: What is it? How is it measured? Does it affect loyalty?Journal of Marketing, 73, 52-68.
    [Google Scholar]
  9. Braun, V., & Clarke, V. (2013). Successful qualitative research. A practical guide for beginners. SAGE Publications Ltd.
    [Google Scholar]
  10. Braun, V., & Clarke, V. (2020). One size fits all? What counts as quality practice in (reflexive) thematic analysis?Qualitative Research in Psychology, 1-25.
    [Google Scholar]
  11. CBS: Centraal Bureau voor de Statistiek. (2020, 24maart). Meer jongeren digitaal vaardig. CBS. https://www.cbs.nl/nl-nl/nieuws/2020/13/meer-jongeren-digitaal-vaardig
    [Google Scholar]
  12. Chen, C. (2013). Exploring personal branding on YouTube. Journal of Internet Commerce, 12(4), 332-347.
    [Google Scholar]
  13. Chopra, A., Avhad, V., & Jaju, A. S. (2021). Influencer marketing: An exploratory study to identify antecedents of consumer behavior of millennial. Business Perspectives and Research, 9(1), 77-91.
    [Google Scholar]
  14. Coco, S. L., & Eckert, S. (2020). # sponsored: Consumer insights on social media influencer marketing. Public Relations Inquiry, 9(2), 177-194.
    [Google Scholar]
  15. Corrêa, S. C. H., Soares, J. L., Christino, J. M. M., de Sevilha Gosling, M., & Gonçalves, C. A. (2020). The influence of YouTubers on followers’ use intention. Journal of Research in Interactive Marketing, 14(2), 173-194.
    [Google Scholar]
  16. Cowan, K. L., & Dai, B. (2014). Who is the “Self” that buys? An exploratory examination of imaginative consumption and explanation of opinion leadership. Psychology & Marketing, 31(11), 1008-1023.
    [Google Scholar]
  17. De Veirman, M., Cauberghe, V., & Hudders, L. (2017). Marketing through Instagram influencers: The impact of number of followers and product divergence on brand attitude. International Journal of Advertising, 36(5), 798-828.
    [Google Scholar]
  18. Elan, P. (2020, 23februari). Beauty and the bloke: Why more men are wearing makeup. The Guardian. https://www.theguardian.com/fashion/2020/feb/23/beauty-and-the-bloke-why-more-men-are-chooisng-to-wear-makeup-warpaint
    [Google Scholar]
  19. Feng, Y., Chen, H., & Kong, Q. (2020). An expert with whom I can identify: The role of narratives in influencer marketing. International Journal of Advertising, 40(7), 972-993.
    [Google Scholar]
  20. Forbes, K. (2016). Examining the beauty industry’s use of social influencers. Elon Journal of Undergraduate Research in Communications, 7(2), 78-87.
    [Google Scholar]
  21. Gannon, V., & Prothero, A. (2018). Beauty bloggers and YouTubers as a community of practice. Journal of Marketing Management, 34(7-8), 592-619.
    [Google Scholar]
  22. Genç, M., & Öksüz, B. (2019). An analysis on collaborations between Turkish beauty YouTubers and cosmetic brands. Procedia Computer Science, 158, 745-750.
    [Google Scholar]
  23. Gensler, S., Völckner, F., Liu-Thompkins, Y., & Wiertz, C. (2013). Managing brands in the social media environment. Journal of Interactive Marketing, 27(4), 242-256.
    [Google Scholar]
  24. Herbig, P., & Milewicz, J. (1993). The relationship of reputation and credibility to brand success. The Journal of Consumer Marketing, 10(3), 18.
    [Google Scholar]
  25. Hijmans, E., & Wester, F. (2013). De kwalitatieve interviewstudie. In F.Wester, K.Renckstorf, & P.Scheepers (Eds.), Onderzoek typen in de communicatiewetenschap (pp. 507-532). Kluwer.
    [Google Scholar]
  26. Hoffner, C. (1996). Children’s wishful identification and parasocial interaction with favorite television characters. Journal of Broadcasting & Electronic Media, 40(3), 389-402.
    [Google Scholar]
  27. Iqbal, M. (2020, 24maart). YouTube revenue and usage statistics - 2020. Business of apps. https://www.businessofapps.com/data/youtube-statistics/#1
    [Google Scholar]
  28. Isoraité, M. (2019). YouTube social network. Ecoforum Journal, 8(1). http://www.ecoforumjournal.ro/index.php/eco/article/view/876
    [Google Scholar]
  29. Jang, E., Park, S., Lee, J. W., & Hong, S. K. (2019). Beautiful and masculine: Male make-up YouTubers and heteronormativity in South Korea. The Journal of Popular Culture, 52(3), 678-702.
    [Google Scholar]
  30. Khamis, S., Ang, L., & Welling, R. (2017). Self-branding, ‘micro-celebrity’ and the rise of social media influencers. Celebrity Studies, 8(2), 191-208.
    [Google Scholar]
  31. Ko, H.-C., & Wu, W.-N. (2017). Exploring the determinants of viewers’ loyalty toward beauty YouTubers. Proceedings of the International Conference on Education and Multimedia Technology (ICEMT), 17, 81-86.
    [Google Scholar]
  32. Lee, J. E., & Watkins, B. (2016). YouTube vloggers’ influence on consumer luxury brand perceptions and intentions. Journal of Business Research, 69(12), 5753-5760.
    [Google Scholar]
  33. Lokithasan, K., Simon, S., Jasmin, N. Z. B., & Othman, N. A. B. (2019). Male and female social media influencers: The impact of gender on emerging adults. International Journal of Modern Trends in Social Sciences, 2(9), 21-30.
    [Google Scholar]
  34. Lou, C., & Yuan, S. (2019). Influencer marketing: How message value and credibility affect consumer trust of branded content on social media. Journal of Interactive Advertising, 19(1), 58-73.
    [Google Scholar]
  35. Lubberding, L. (2015, 15april). Hoe YouTube in tien jaar uw leven veranderde. Elsevier Weekblad. https://www.ewmagazine.nl/economie/article/2015/04/hoe-youtube-in-tien-jaar-uw-leven-veranderde-1747769W
    [Google Scholar]
  36. MacInnis, D. J., & Price, L. L. (1987). The role of imagery in information processing: Review and extensions. Journal of Consumer Research, 13(4), 473-491.
    [Google Scholar]
  37. Meyers, C. B. (2017). Social media influencers: A lesson plan for teaching digital advertising media literacy. Advertising & Society Quarterly, 18(2).
    [Google Scholar]
  38. Mrad, M., Farah, M. F., & Haddad, S. (2018). From Karl Lagerfeld to Erdem: A series of collaborations between designer luxury brands and fast-fashion brands. Journal of Brand Management, 26(5), 567-582.
    [Google Scholar]
  39. Muntinga, D. (2014). Het stimuleren van merkgerelateerd gedrag op sociale media: goed begrip van de behoeftebevrediging van consumenten is de sleutel tot succes van íeder merk. In A. E.Bronner, P.Dekker, E.de Leeuw, L. J.Paas, K.de Ruyter, A.Smidts, & J. E.Wieringa (Red.), Ontwikkelingen in het marktonderzoek: Jaarboek 2014 MarktOnderzoekAssociatie (pp. 39-53).
    [Google Scholar]
  40. Nazerali, S. (2018, januari). How YouTube influencers are rewriting the marketing rulebook. Think with Google. https://www.thinkwithgoogle.com/intl/en-apac/marketing-strategies/video/youtube-influencer-marketing-rulebook/
    [Google Scholar]
  41. Nysveen, H., & Pedersen, P. E. (2014). Influences of cocreation on brand experience. International Journal of Market Research, 56(6), 807-832.
    [Google Scholar]
  42. Papa, M. J., Singhal, A., Law, S., Pant, S., Sood, S., Rogers, E. M., & Shefner-Rogers, C. L. (2000). Entertainment-education and social change: An analysis of parasocial interaction, social learning, collective efficacy, and paradoxical communication. Journal of Communication, 50(4), 31-55.
    [Google Scholar]
  43. Rosenbusch, H., Evans, A. M., & Zeelenberg, M. (2019). Multilevel emotion transfer on youTube: Disentangling the effects of emotional contagion and homophily on video audiences. Social Psychological and Personality Science, 10(8), 1028-1035.
    [Google Scholar]
  44. Siu, E. (2017, 27februari). A step-by-step checklist for a successful YouTube ad campaign. Single Grain. https://www.singlegrain.com/video-marketing/youtube-ad-campaign-checklist
    [Google Scholar]
  45. Sun, T., & Wu, G. (2012). Influence of personality traits on parasocial relationship with sports celebrities: A hierarchical approach. Journal of Consumer Behaviour, 11(2), 136-146.
    [Google Scholar]
  46. Sokolova, K., & Kefi, H. (2020). Instagram and YouTube bloggers promote it, why should I buy? How credibility and parasocial interaction influence purchase intentions. Journal of Retailing and Consumer Services, 53, 1-9.
    [Google Scholar]
  47. Spry, A., Pappu, R., & Bettina Cornwell, T. (2011). Celebrity endorsement, brand credibility and brand equity. European Journal of Marketing, 45(6), 882-909.
    [Google Scholar]
  48. Timmer, S. (2019, 13juni). Spullen verkopen als influencer, hoe pak je dat aan?Frank Global. https://www.frank.news/nl/article/marketing/spullen-verkopen-als-influencer-hoe-pak-je-dat-aan.html
    [Google Scholar]
  49. Trivedi, J., & Sama, R. (2020). The effect of influencer marketing on consumers’ brand admiration and online purchase intentions: An emerging market perspective. Journal of Internet Commerce, 19(1), 103-124.
    [Google Scholar]
  50. Van Driel, L., & Dumitrica, D. (2021). Selling brands while staying “Authentic”: The professionalization of Instagram influencers. Convergence, 27(1), 66-84.
    [Google Scholar]
  51. Van Hemelen, N., Smits, T., & Verlegh, P. (2013). Geloofwaardigheid van e-WOM. De invloed van reviewpercepties op de persuasieve impact van online reviews. Tijdschrift voor Communicatiewetenschap, 41(4), 332-345.
    [Google Scholar]
  52. Vergouw, J., & Novelli, P. (2016, 29september). Influencer marketing: voor iedereen een plek aan tafel!Marketingfacts. https://www.marketingfacts.nl/berichten/influencer-marketing-voor-iedereen-een-plek-aan-tafel
    [Google Scholar]
  53. Worrel, L., & Van Deursen, M. (2017, 9maart). Social video: zo verleid je jongeren met YouTube [onderzoek]. Frankwatching. https://www.frankwatching.com/archive/2017/03/09/social-video-zo-verleid-jongeren-youtube-onderzoek.
    [Google Scholar]
  54. Zhou, S., Blazquez, M., McCormick, H., & Barnes, L. (2021). How social media influencers’ narrative strategies benefit cultivating influencer marketing: Tackling issues of cultural barriers, commercialised content, and sponsorship disclosure. Journal of Business Research, 134, 122-142.
    [Google Scholar]
http://instance.metastore.ingenta.com/content/journals/10.5117/TCW2021.4.002.EVER
Loading
/content/journals/10.5117/TCW2021.4.002.EVER
Loading

Data & Media loading...

Keyword(s): beauy influencer; influencer marketing; influencer products; YouTube

Most Cited Most Cited RSS feed