What is it about?
It is well known that engagement with brands leads the consumer to their purchase intention. But does the consumer intend to use brands for which he is not directly engaged? This article examines whether the consumer intends to use brands whose conexions are given by an engagement with an intermediary, the digital influencer (YouTuber).
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Why is it important?
This article is important because it shows that engagement with YouTuber leads to the intention to use the brands they advertise or use when the consumer, besides the engaging with his favorite YouTuber, also has self-connection, love and trust in relation to him. The article also shows the theories of self-schemata, attachment and homophily as a basis for understanding the formation of the “engagement” phenomenon.
Perspectives
Writing this article extended my knowledge to the theories of self-schemata and homophily which gave me another perspective for understanding phenomena of human behavior associated with the purchase decision, namely the attachment and engagement to brands.
Stela Corrêa
Universidade Federal de Juiz de Fora
Read the Original
This page is a summary of: The influence of YouTubers on followers’ use intention, Journal of Research in Interactive Marketing, May 2020, Emerald,
DOI: 10.1108/jrim-09-2019-0154.
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