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Why is Beauty Youtuber so Popular?

Author

Listed:
  • Enrico Aziezy

    (Faculty of Economics and Business, Universitas Wijayakusuma Purwokerto, Indonesia)

  • Akbar Pahlevi

    (Faculty of Economics and Business, Universitas Wijayakusuma Purwokerto, Indonesia)

  • Andhi Johan Suzana

    (Faculty of Economics and Business, Universitas Wijayakusuma Purwokerto, Indonesia)

  • Dian Safitri P.K.

    (Faculty of Economics and Business, Universitas Wijayakusuma Purwokerto, Indonesia)

  • Mayla Surveyandini

    (Faculty of Economics and Business, Universitas Wijayakusuma Purwokerto, Indonesia)

  • Sodik Dwi Purnomo

    (Faculty of Economics and Business, Universitas Wijayakusuma Purwokerto, Indonesia)

Abstract

Due to social isolation and the inability to go outside during the COVID-19 pandemic, social media is vital. Social media influencers on YouTube are popular for brand promotion. However, more research is needed to understand the effectiveness of social media influencer marketing and message appeal campaigns. This study uses 800 YouTube videos observed directly to determine social media influencer marketing’s performance via customer engagement. According to the study, informational and emotional message appeals affect Instagram customer engagement differently, while sponsorship and expertise moderate the effect. In customer involvement, informational message appeals work better than emotional ones. Sponsorship disclosures improve client engagement in informational videos. In addition, informational message appeals attract customers better than emotional appeals when knowledge is high. The study shows that message appeals, sponsorship, and expertise can engage customers.

Suggested Citation

  • Enrico Aziezy & Akbar Pahlevi & Andhi Johan Suzana & Dian Safitri P.K. & Mayla Surveyandini & Sodik Dwi Purnomo, 2024. "Why is Beauty Youtuber so Popular?," International Review of Management and Marketing, Econjournals, vol. 14(5), pages 193-204, September.
    • Handle: RePEc:eco:journ3:2024-05-20
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    References listed on IDEAS

    as
    1. Rietveld, Robert & van Dolen, Willemijn & Mazloom, Masoud & Worring, Marcel, 2020. "What You Feel, Is What You Like Influence of Message Appeals on Customer Engagement on Instagram," Journal of Interactive Marketing, Elsevier, vol. 49(C), pages 20-53.
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    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    Customer Engagement; Beauty YouTubers; Message Appeals; Type of Sponsorship; Expertise;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D91 - Microeconomics - - Micro-Based Behavioral Economics - - - Role and Effects of Psychological, Emotional, Social, and Cognitive Factors on Decision Making

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