Product Endorsement by Opinion Leaders – the Case of Youtube Community
The result's identifiers
Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F21%3A00009008" target="_blank" >RIV/46747885:24310/21:00009008 - isvavai.cz</a>
Result on the web
<a href="http://dx.doi.org/10.1007/978-3-030-93131-5_8" target="_blank" >http://dx.doi.org/10.1007/978-3-030-93131-5_8</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.1007/978-3-030-93131-5_8" target="_blank" >10.1007/978-3-030-93131-5_8</a>
Alternative languages
Result language
angličtina
Original language name
Product Endorsement by Opinion Leaders – the Case of Youtube Community
Original language description
Content creators are now an integral part of brands‘ communication strategies to integrate the advertising message organically into pre-existing content such as partnerships, product placements, and sponsored content. It is this power of influence over a target audience that brands seek. However, its effectiveness is conditioned by many factors. These factors may include prerequisites such as the influencer being perceived as a credible source with his audience, the subscriber having a parasocial relationship with the influencer, or the subscriber feeling homophily towards the influencer. This chapter explores the dynamic between influencer endorsement on Youtube and brand attitudes and shopping intentions. The chapter combines the information from 20 test sessions, including a real brand-YouTuber collaboration video and the analysis of comments posted under this video.
Czech name
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Czech description
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Classification
Type
C - Chapter in a specialist book
CEP classification
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OECD FORD branch
50204 - Business and management
Result continuities
Project
<a href="/en/project/TJ02000206" target="_blank" >TJ02000206: Developing the skills necessary for the digital business transformation</a><br>
Continuities
P - Projekt vyzkumu a vyvoje financovany z verejnych zdroju (s odkazem do CEP)
Others
Publication year
2021
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů
Data specific for result type
Book/collection name
Achieving Business Competitiveness in a Digital Environment: Opportunities in E-commerce and Online Marketing
ISBN
9783030931308
Number of pages of the result
32
Pages from-to
207-239
Number of pages of the book
239
Publisher name
Springer Nature
Place of publication
Cham
UT code for WoS chapter
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