The influence of 'influencer marketing' on YouTube influencers

Açikgöz, Fulya; Burnaz, Şebnem

doi:10.1504/ijima.2021.114331

Cited by 21 publications

(19 citation statements)

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“…The literature review has identified five constructs that potentially represent the characteristics of a YouTube channel and its content: content originality (Casaló et al, 2020), information quality (Kim, 2022), entertainment quality (Acikgoz & Burnaz, 2021), interactivity (Xiao et al, 2018), and video quality (Ki & Kim, 2019).…”

Section: The Impact Of Channel Characteristics On User Satisfactionmentioning

confidence: 99%

“…The entertainment refers to the pleasure, excitement, and enjoyment gained during an experience (Jung et al, 2021). In the context of SMIs, entertainment quality pertains to users' evaluations of whether they find the content entertaining, enjoyable, and exciting (Acikgoz & Burnaz, 2021).…”

Section: H1b Information Quality Positively Impacts Youtube User Sati...mentioning

confidence: 99%

“…Studies have demonstrated that entertainment value has a positive impact on users' positive attitudes toward the youtuber and their content (Acikgoz & Burnaz, 2021;Sokolova & Perez, 2021), user engagement with Instagram sponsored brands (Gupta et al, 2023) and the development of parasocial relationships (Lou & Kim, 2019). Moreover, entertainment perceived by users during e-shopping influences their loyalty toward the e-commerce (Kim & Niehm, 2009).…”

Section: H1b Information Quality Positively Impacts Youtube User Sati...mentioning

confidence: 99%

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The role of Youtube channel characteristics in shaping followers’ purchase intentions and behavioural engagement: the serial mediation of satisfaction and channel loyalty

Lombardo

2024

Ital. J. Mark.

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The increasing importance of social media influencers, such as youtubers, in the consumer decision-making process has prompted scholars to study this phenomenon. The literature has demonstrated that not only influencer attributes but also content characteristics impact follower behaviours. However, the activity of influencers continues to be predominantly described as a persuasion process aimed at engaging followers in behaviours desired by brands and influencers. Drawing upon e-service and influencer marketing literature, this study aims to broaden the exploration of the influencer category from an e-service perspective by investigating the role played by the evaluation of youtuber content in determining follower satisfaction and behaviours. The results show that four characteristics of a YouTube channel (information quality, entertainment quality, interactivity, and content originality) determine follower satisfaction. Furthermore, satisfaction and channel loyalty serially mediate the effect of the characteristics on behaviours related to the endorsed brand (purchase intention of sponsored brands) and the influencer channel (purchase intention of influencers’ brands, behavioural engagement). This study provides a new perspective on influencers by portraying them as service providers for both followers, serving as content creators, and for brands, acting as communication partners, rather than merely as persuaders. Theoretical and practical implications are discussed.

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Section: The Impact Of Channel Characteristics On User Satisfactionmentioning

confidence: 99%

Section: H1b Information Quality Positively Impacts Youtube User Sati...mentioning

confidence: 99%

Section: H1b Information Quality Positively Impacts Youtube User Sati...mentioning

confidence: 99%

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The role of Youtube channel characteristics in shaping followers’ purchase intentions and behavioural engagement: the serial mediation of satisfaction and channel loyalty

Lombardo

2024

Ital. J. Mark.

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“…Logistics regression and KNN are utilized in this trial research, their proposed way to deal with prediction is to use KNN. The study [29] aims to close this gap in the literature by identifying three factors that can influence the value of sponsored content and attitudes toward YouTube influencers. A conceptual model based on the advertising value model was created for this purpose.…”

Section: Literature Reviewmentioning

confidence: 99%

Optimizing Prediction of YouTube Video Popularity Using XGBoost

et al. 2021

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YouTube is a source of income for many people, and therefore a video’s popularity ultimately becomes the top priority for sustaining a steady income, provided that the popularity of videos remains the highest. Analysts and researchers use different algorithms and models to predict the maximum viewership of popular videos. This study predicts the popularity of such videos using the XGBoost model, considering features selection, fusion, min-max normalization and some precision parameters such as gamma, eta, learning_rate etc. The XGBoost gives 86% accuracy and 64% precision. Moreover, the Tuned XGboost also shows enhanced accuracy and precision. We have also analyzed the classification of unpopular videos for a comparison with our results. Finally, cross-validation methods are also used to evaluate certain combination of parameter’s values to validate our claims. Based on the obtained results, it can be said that our proposed models and techniques are very useful and can precisely and accurately predict the popularity of YouTube videos.

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“…With the support of the Governor as one of the endorsement influencers, BAZNAS South Sumatra introduced the innovation that using influencers as broadcast media for reaching millennials. Other zakat institutions have also begun to use influencers as a marketing medium, owing to the fact that influencers are very influential in the world of advertising (Acikgoz & Burnaz, 2021). This is shown by the abundance of posts on the zakat institution's Instagram page and advertisements on highway billboards featuring influential people who can persuade the general public to pay zakat, infaq, and shadaqah.…”

Section: Introductionmentioning

confidence: 99%

What Drives the Zakat Payment Decision at the BAZNAS of South Sumatra?

Pranata

Beik²,

Aminah³

2022

SJEKI

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Promotional strategies have a significant impact on decisions to pay zakat at a zakat institution in the era of digital advancement. This study intends to investigate the determinants of zakat payment at the National Zakat Agency (Badan Amil Zakat Nasional - BAZNAS) of South Sumatra Province, Indonesia, using influencer endorsement and electronic word of mouth as independent variables. A total of 250 people, which were selected using the purposive sampling method, participated in this study. The data was processed and analyzed using Structural Equation Modeling (SEM). The findings indicate that electronic word of mouth strengthens the beneficial relationship between influencer endorsement and the decision to pay zakat at the BAZNAS. The impact of influencer endorsement on zakat payment decisions was shown to be substantially stronger when electronic word of mouth was included as a moderator variable. The finding suggests that the BAZNAS of South Sumatra must play an optimal role in utilizing public figures to promote the BAZNAS' features, as well as increasing information about BAZNAS on social media, so that muzzaki are interested in paying zakat through BAZNAS.========================================================================================================ABSTRAK – Apa yang Mendorong Keputusan Membayar Zakat pada BAZNAS Sumatera Selatan? Strategi promosi berpengaruh signifikan terhadap keputusan membayar zakat pada lembaga zakat di era kemajuan digital. Penelitian ini bertujuan untuk mengkaji determinan pembayaran zakat di Badan Amil Zakat Nasional (BAZNAS) Provinsi Sumatera Selatan, Indonesia, menggunakan influencer endorsement dan electronic word of mouth sebagai variabel independen. Sebanyak 250 orang, yang dipilih dengan menggunakan metode purposive sampling, berpartisipasi dalam studi ini. Data diolah dan dianalisis menggunakan Structural Equation Modeling (SEM). Hasil kajian menunjukkan bahwa electronic word of mouth memperkuat hubungan antara endorsement influencer dengan keputusan membayar zakat di BAZNAS Sumatera Selatan. Dampak influencer endorsement terhadap keputusan membayar zakat terbukti jauh lebih kuat ketika electronic word of mouth dijadikan sebagai variabel moderator. Hasil ini berimplikasi terhadap kebijakan BAZNAS Sumsel dalam mengoptimalkan tokoh-tokoh publik dalam mempromosikan fitur-fitur BAZNAS dan mendiseminasikan lebih banyak informasi mengenai BAZNAS di media sosial, agar muzzaki tertarik membayar zakat melalui BAZNAS.

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The influence of 'influencer marketing' on YouTube influencers

Cited by 21 publications

References 0 publications

The role of Youtube channel characteristics in shaping followers’ purchase intentions and behavioural engagement: the serial mediation of satisfaction and channel loyalty

The role of Youtube channel characteristics in shaping followers’ purchase intentions and behavioural engagement: the serial mediation of satisfaction and channel loyalty

Optimizing Prediction of YouTube Video Popularity Using XGBoost

What Drives the Zakat Payment Decision at the BAZNAS of South Sumatra?

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