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Influencers on Instagram and YouTube and Their Impact on Consumer Behaviour

Author

Listed:
  • Bianka M³odkowska

    (Faculty of Management, University of Warsaw, Warsaw, Poland)

Abstract

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 infl uencers – social media creators with loyal audiences. The aim of this paper is to investigate the impact that infl uencers on Yotube 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 fi nd 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 infl uencers can result in gaining new customers, sharing positive information about new products and increasing sales.

Suggested Citation

  • Bianka M³odkowska, 2019. "Influencers on Instagram and YouTube and Their Impact on Consumer Behaviour," Journal of Marketing and Consumer Behaviour in Emerging Markets, University of Warsaw, Faculty of Management, vol. 1(9), pages 4-13.
    • Handle: RePEc:sgm:jmcbem:v:1:i:9:y:2019:p:4-13
    as

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    References listed on IDEAS

    as
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    2. Herr, Paul M & Kardes, Frank R & Kim, John, 1991. "Effects of Word-of-Mouth and Product-Attribute Information on Persuasion: An Accessibility-Diagnosticity Perspective," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 17(4), pages 454-462, March.
    3. Lee, Jung Eun & Watkins, Brandi, 2016. "YouTube vloggers' influence on consumer luxury brand perceptions and intentions," Journal of Business Research, Elsevier, vol. 69(12), pages 5753-5760.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    influencers; consumer behaviour; social media problems; avoiding barriers;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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