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Credibility of digital influencers on YouTube and Instagram

Author

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  • Elmira Djafarova
  • Natasha Matson

Abstract

This study explores the phenomenon and influence of beauty influencers on Instagram and YouTube through the analysis of top micro-celebrity profiles and surveys with the followers. YouTube was identified as the most influential for those aged 18-21 and less powerful for older target group, suggesting beauty reference group influence decreases as the age increases. An exploration into credibility of beauty gurus revealed trustworthiness as the most important factor determining credibility. Quality of images and professionalism of profiles is also crucial in reliability of profiles on these platforms.

Suggested Citation

  • Elmira Djafarova & Natasha Matson, 2021. "Credibility of digital influencers on YouTube and Instagram," International Journal of Internet Marketing and Advertising, Inderscience Enterprises Ltd, vol. 15(2), pages 131-148.
    • Handle: RePEc:ids:ijimad:v:15:y:2021:i:2:p:131-148
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    Cited by:

    1. Sesar, Vesna & Martinčević, Ivana & Hunjet, Anica, 2022. "How Influencer Credibility and Advertising Disclosure affects Purchase Intention," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2022), Hybrid Conference, Opatija, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Opatija, Croatia, 17-18 June 2022, pages 248-263, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.

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