YouTube vloggers’ popularity and influence: The roles of homophily, emotional attachment, and expertise
By Riadh Ladhari, Elodie Massa, Hamida Skandrani. 2020
505 citations recorded by the source corpus.
Abstract This study examines how homophily, emotional attachment, and credibility influence the popularity of a video blogger (hereinafter referred to as vlogger) and his/her viewers' purchase decision in the context of the beauty product industry. More specifically, the research investigates the effects of four dimensions of the homophily construct (i.e., attitude, value, background, and appearance), vlogger's expertise, and emotional attachment to the vlogger on his/her popularity. In turn, the vlogger's popularity influences viewers' purchase of recommended products. Data were collected online among a sample of 501 US women about beauty product vloggers. The results show that three dimensions of homophily (attitude, values, and appearance) have a significant effect on the vlogger's popularity. Emotional attachment has a significant effect whereas expertise has no significant effect. Vloggers' popularity has a significant effect on viewers' purchase of recommended beauty products. Overall, our findings highlight the role of homophily and emotional attachment for the study of vloggers' popularity.
Subfields: Literature and Literary Theory, Sociology and Political Science
View Paper: https://www.semanticscholar.org/paper/4841dd5f15a16cd0df841bb52431a39cc923ead4
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In Literature and Literary Theory
In Sociology and Political Science
Citations in the corpus
- How social media influencers affect behavioural intentions towards recommended brands: the role of emotional attachment and information value (2021, background): “…and building an intimate and emotional connection (Djafarova & Rushworth, 2017; Ki & Kim, 2019); only influencers who have a high value and efficiency, i.e. that are ascribed more opinion leadership, could increase the message’s impact on followers (De Veirman et al., 2017; Ladhari et al., 2020).”