Effects of reviews by beauty YouTube vloggers on female consumers’ attitudes and purchase intentions toward local brand makeup product in Indonesia

• Main Authors: Apritika Dermawan, 吳愛雯
• Other Authors: CHEN, JUI LUNG
• Format: Others
• Language: en_US
• Published: 2019
• Online Access: http://ndltd.ncl.edu.tw/handle/p5m9j9

碩士 === 國立勤益科技大學 === 企業管理系 === 107 === Social media has developed rapidly with the Internet. It considered as a means of communication tool and provides the ability to connect with others and share a lot of information. Social media developments throughout the world can occur because services can be used by all ages and groups. The proliferation, convenience, and immediacy of social media have attracted many companies to use it as a marketing tool. The electronic word-of-mouth (E-WoM) provided by vlogger has gradually become an important source of consumer purchasing decisions, and they can comment and express their opinions on social media. E-WoM is an informal interpersonal communication between consumers and products and services. When consumers look for information about a particular brand, product or company, they use the Internet to communicate with others. One of the most appealing and popular communities on YouTube is the beauty vlogger. Beauty vloggers can help consumers provide aesthetic reviews such as visual and audio. Therefore, this study explores the impact of beauty YouTube vloggers on the attitudes and purchase intentions of Indonesian female consumers to Indonesian brand cosmetics and provides suggestions and references for follow-up researchers.