Vloggers credible, the more the consumer will have confidence

Vloggers from Youtube are changing the face of
the beauty industry, turning it into a creative and entrepreneurial makeup
supporters into online sensation (Sokol, 2017). Consumers have always been the focus
of the brand marketers, and their opinions and an attitude toward the brand
builds it up or leads to its demise (Forbes, 2016). Social media gives brands
an easy access to directly engage in conversations that builds connection with
consumers and encourage brand loyalty (Booth & Matic, 2011). Since brands
do not have complete control over the market conversation, they can use of
social influencers such as vloggers on YouTube as their online consumer brand
advocates. YouTubers who participate in advertorials of beauty industry allow
brands to have a direct voice by the use of conversation, reaching consumers
through their more trusted consumer peers. “The more the consumer attributes
the communicator’s review about a product to that product’s actual performance,
the more the consumers will perceive that the communicator is credible, the
more the consumer will have confidence in the accuracy of the review, the
stronger the consumer’s belief that the product has the attributes mentioned in
the review” (Lee & Yuon, 2009, p.476).

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

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According to Beauty on YouTube (2015), it
reports the latest YouTube beauty trends and findings extracted from
Pixability’s YouTube software, the beauty eco-system is increasingly expanding.
Pixability (2015) examined the practices of 215 beauty brands, which operate on
YouTube to advertise their products. Pixability (2015) also analyzed 182.621
independent 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 leading
online beauty video consumption platform (Pixability, 2015). The beauty
ecosystem continues to grow rapidly regarding the quantity and diversity of
beauty content that is available on the platform. The structure of the audience
that watches beauty content on YouTube is changing, as well as the extent of money
that is 9 being invested in advertising beauty content. In turn, the influence
that beauty vloggers have on specific beauty creators according to reach and
influence is shifting (Pixability, 2015).

Diving into the advertising on YouTube and the
usage of social media for business purposes, organizations need to take into
consideration that the Web 2.0 has allowed for a shift in the focus from
businesses to consumers to communities (Kaplan & Haenlein, 2010). The
consumers are now the ones who are empowered (Constantinides & Fountain,
2008). This new evolution results in marketers having the opportunity to use
social media to inspire creative consumers and to produce content that is
related to their brand, which can lead to many advantages for customer engagement
and 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 media
platforms to engage with their consumer’s (Kietzmann et al., 2011). The
engagement between the corporations and their consumers have changed in the
past years and today there is a two-way communication, in comparison to one-way
directed messages from the corporation to their audience (Aral et al., 2013).
If executed correctly, these two-way interactions can create customer
engagement, which has many advantages regarding consumer relationship building
(Sashi, 2012). YouTube is a platform in which these conditions that are necessary
for customer engagement are very applicable; since it recognizes the high
levels of two-way communication and interactivity, as it features people
interacting with each other or portraying shared interests through videos.
Therefore, interactivity is crucial to an organization’s public relationship
building and hence it is an essential communication strategy in generating
customer engagement (Waters et al., 2009).

According to Cowley and Barron (2008), the main
objective for incorporating brands in beauty vlogs is to generate positive
attitudes towards the involved brand. For instance, the beauty brand can gain
goodwill by associating itself with a popular beauty guru on YouTube. Moreover,
the type of endorser also comes into play. Individuals are most likely to be
influenced by a certain product that is associated with something else, for
example the celebrity status of the endorser (Perloff, 2010). Because of the
trust individuals have in beauty vloggers on YouTube (Tolson, 2010;
Liu-Thompkins & Rogerson, 2012), positive feelings towards brands that are
shown throughout the vlogs will increase. Babin and Carder (1996) illustrated
the effectiveness of brand placements on brand evaluation. They stated that
brand placements have a significant impact on the audiences’ brand evaluations
and attitudes. However, other studies, that concluded that brand placements do
not have an effect on the brand attitude nor the purchase intention (Karrh,
1994; Ong & Meri, 1994; Vollmer & Mizerski, 1994), have only been dedicated
to testing explicit product endorsement as opposed to implicit endorsement.
Product placement throughout beauty vlogs can have many benefits to corporate
beauty brands in terms of sales, as well as for the beauty vlogger, in terms of