Vloggers into online sensation (Sokol, 2017). Consumers

Vloggers from Youtube are changing the face ofthe beauty industry, turning it into a creative and entrepreneurial makeupsupporters into online sensation (Sokol, 2017). Consumers have always been the focusof the brand marketers, and their opinions and an attitude toward the brandbuilds it up or leads to its demise (Forbes, 2016). Social media gives brandsan easy access to directly engage in conversations that builds connection withconsumers and encourage brand loyalty (Booth & Matic, 2011).

Since brandsdo not have complete control over the market conversation, they can use ofsocial influencers such as vloggers on YouTube as their online consumer brandadvocates. YouTubers who participate in advertorials of beauty industry allowbrands to have a direct voice by the use of conversation, reaching consumersthrough their more trusted consumer peers. “The more the consumer attributesthe communicator’s review about a product to that product’s actual performance,the more the consumers will perceive that the communicator is credible, themore the consumer will have confidence in the accuracy of the review, thestronger the consumer’s belief that the product has the attributes mentioned inthe review” (Lee & Yuon, 2009, p.476).

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Forbes (2016) stated five characteristics inanalyzing YouTube beauty advertorials: relatability, knowledge, helpfulness, confidence,and articulation. A YouTuber don’t only share and do demonstration, they mustexhibit a confidence through the assertion of specific claims they make onproducts throughout their videos. Most viewers or consumers look for assurance,the claims and advices that vloggers reinforce to their subscribers describeproducts that have worked for them or not.

According to Beauty on YouTube (2015), itreports the latest YouTube beauty trends and findings extracted fromPixability’s YouTube software, the beauty eco-system is increasingly expanding.Pixability (2015) examined the practices of 215 beauty brands, which operate onYouTube to advertise their products. Pixability (2015) also analyzed 182.621independent YouTube beauty vloggers, who create content about makeup, skincare,hair, nails and perfume. With a total of over 45 billion beauty views;123,164,115 beauty subscriptions; over a 182 thousand beauty creator channels;and 2.

1 billion brand-owned video views, YouTube remains the world’s leadingonline beauty video consumption platform (Pixability, 2015). The beautyecosystem continues to grow rapidly regarding the quantity and diversity ofbeauty content that is available on the platform. The structure of the audiencethat watches beauty content on YouTube is changing, as well as the extent of moneythat is 9 being invested in advertising beauty content. In turn, the influencethat beauty vloggers have on specific beauty creators according to reach andinfluence is shifting (Pixability, 2015).Diving into the advertising on YouTube and theusage of social media for business purposes, organizations need to take intoconsideration that the Web 2.0 has allowed for a shift in the focus frombusinesses to consumers to communities (Kaplan & Haenlein, 2010). Theconsumers are now the ones who are empowered (Constantinides & Fountain,2008). This new evolution results in marketers having the opportunity to usesocial media to inspire creative consumers and to produce content that isrelated to their brand, which can lead to many advantages for customer engagementand branding practices.

Engagement between users is necessary for social media;however, in this case, YouTube also offers many opportunities to businesses.This suggests that nowadays corporations have to be active on social mediaplatforms to engage with their consumer’s (Kietzmann et al., 2011). Theengagement between the corporations and their consumers have changed in thepast years and today there is a two-way communication, in comparison to one-waydirected messages from the corporation to their audience (Aral et al., 2013).If executed correctly, these two-way interactions can create customerengagement, which has many advantages regarding consumer relationship building(Sashi, 2012).

YouTube is a platform in which these conditions that are necessaryfor customer engagement are very applicable; since it recognizes the highlevels of two-way communication and interactivity, as it features peopleinteracting with each other or portraying shared interests through videos.Therefore, interactivity is crucial to an organization’s public relationshipbuilding and hence it is an essential communication strategy in generatingcustomer engagement (Waters et al., 2009).According to Cowley and Barron (2008), the mainobjective for incorporating brands in beauty vlogs is to generate positiveattitudes towards the involved brand. For instance, the beauty brand can gaingoodwill by associating itself with a popular beauty guru on YouTube.

Moreover,the type of endorser also comes into play. Individuals are most likely to beinfluenced by a certain product that is associated with something else, forexample the celebrity status of the endorser (Perloff, 2010). Because of thetrust individuals have in beauty vloggers on YouTube (Tolson, 2010;Liu-Thompkins & Rogerson, 2012), positive feelings towards brands that areshown throughout the vlogs will increase. Babin and Carder (1996) illustratedthe effectiveness of brand placements on brand evaluation. They stated thatbrand placements have a significant impact on the audiences’ brand evaluationsand attitudes. However, other studies, that concluded that brand placements donot have an effect on the brand attitude nor the purchase intention (Karrh,1994; Ong & Meri, 1994; Vollmer & Mizerski, 1994), have only been dedicatedto testing explicit product endorsement as opposed to implicit endorsement.Product placement throughout beauty vlogs can have many benefits to corporatebeauty brands in terms of sales, as well as for the beauty vlogger, in terms ofsalary.



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