How beauty vloggers eWOM impacts consumers' perceptions of credibility, attitudes towards brands and purchase intentions

Abstract

Introduction (part): This study aims to explore the rather new idea of vlogs (video blogs) with the objective of finding out what you need to make consumers' "hear you" in the niche market of beauty vlogs. The use of social media has developed so much in recent years and it is now a channel used by the majority of brands, as well as individuals, as a marketing tool. Within this growth of all social media in general, YouTube and vlogs have become increasingly popular. YouTube as a platform has grown rapidly over the last ten years and its popularity is continuously developing. In fact the site has over a billion users which is almost one third of all internet users (YouTube 2016). Brands are incorporating social media into their marketing strategies as a way to communicate with their audience, and YouTube is becoming a tool which is being particularly exploited by beauty brands. In current literature there is an understanding that social media, and especially YouTube, are very popular and are used as marketing tools. This study will look into how this form of marketing; and use of word of mouth; actually impacts consumers' as there is little written about this at present