Influencers on Instagram and YouTube and their impact on consumer behaviour
Bianka Młodkowska
Nowadays we are faced with a growing number of people using social media. The most popular of these are YouTube and Instagram. Their users are exposed to the content generated by influencers - social media creators with loyal audiences. The aim of this paper is to investigate the impact that influencers on Youtube and Instagram have on consumer behaviour. The research method employed in this study was a quantitative survey on the sample of 160 social media users. 160 individuals answered an online questionnaire. The results of the survey showed that Instabloggers and YouTubers are seen as a credible source of information and consumers find them trustworthy. Moreover, positive reviews on YouTube and pictures posted on Instagram affect consumers buying decisions. The results of the research suggest that engaging infl uencers to collaborate with brands is a new effective marketing tool which is especially effi cient in reaching young people who use social media every day. Collaboration with influencers can result in gaining new customers, sharing positive information about new products and increasing sales.
Year of publication: |
2019
|
---|---|
Authors: | Młodkowska, Bianka |
Published in: |
Journal of marketing and consumer behaviour in emerging markets. - Warszawa : Wydawnictwo Naukowe Wydziału Zarządzania Uniwersytetu Warszawskiego, ISSN 2449-6634, ZDB-ID 2925409-7. - 2019, 1, p. 4-13
|
Subject: | influencers | consumer behaviour | social media | Social Web | Social web | Konsumentenverhalten | Consumer behaviour | Virales Marketing | Viral marketing |
Saved in:
freely available
Type of publication: | Article |
---|---|
Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
Language: | English |
Other identifiers: | 10.7172/2449-6634.jmcbem.2019.1.1 [DOI] |
Classification: | M31 - Marketing ; M37 - Advertising |
Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012119691
Saved in favorites
Similar items by subject
-
Antecedents of word-of-mouth communication and purchase intention on Facebook
Anastasiei, Bogdan, (2018)
-
From Social to Sale : The Effects of Firm Generated Content in Social Media on Customer Behavior
Kumar, Ashish, (2020)
-
Engaging Customers Through Online Participation in Social Networking Sites
Kujur, Fedric, (2017)
- More ...