The Influence of YouTube Beauty Vloggers on Indonesian Consumers’ Purchase Intention of Local Cosmetic Products

Jui-Lung Chen,Apritika Dermawan

doi:10.5539/ijbm.v15n5p100

Abstract

Social media are web-based technology and social platform that involve social, personal and technological factors, which have triggered the development and evolution of website-based communities. Moreover, relevant web-based applications have also become the mainstream media for value creation and information exchange. The proliferation, convenience, and immediacy of social media have attracted many enterprises to adopt social media as a marketing tool. Among them, Electronic Word-of-Mouth (E-WoM), used mostly by vloggers (video bloggers), enables its users to review products and express their opinions on social media. Therefore, E-WoM has gradually become an important source of information for consumers, which influences their purchasing decisions. YouTube, a video sharing platform affiliated with Google, is a popular social media with tons of users. One of its most appealing and popular communities is Beauty Blogger, where beauty vloggers create and upload videos about beauty products. This study explored the impact of YouTube beauty vlogger on the attitude of Indonesian women towards locally made cosmetics and their willingness to purchase them. Based on the research results, relevant conclusions and recommendations were proposed which can be used as a reference for future research and practical applications.

Highlights

Social Networking Sites were introduced as a consequence of the changes in consumers’ communication experiences (Ross et al, 2009)
This study aims to explore the influence of YouTube beauty vloggers on the attitudes of Indonesian female consumers towards local brand cosmetics and their purchasing intentions
This study focuses on cosmetics made in Indonesia which can be sold in local pharmacies like Watson or in shopping websites

Summary

Introduction

Social Networking Sites were introduced as a consequence of the changes in consumers’ communication experiences (Ross et al, 2009). Social media is an emerging media that has developed rapidly in recent years. It is built on Web 2.0 networking technologies and concepts so that people can use them conveniently on their phones, tablets, and computers. With the advancement of digital audio and video technology, a growing number of people are able to film short video clips and share it through social platforms. The growing development and popularity of today’s Internet technologies facilitate the appearance of social networking sites and web-based audio and video platforms. The development of social media has been witnessed all over the world because almost everyone has access to its services

Objectives

Methods

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Conclusion