YouTube celebrity endorsementaudience evaluation of source attributes and response to sponsored content. A case study of influencer Verdeliss

  1. Sergio Monge-Benito 1
  2. Angeriñe Elorriaga-Illera 1
  3. Elena Olabarri-Fernández 1
  1. 1 Universidad del País Vasco/Euskal Herriko Unibertsitatea
    info

    Universidad del País Vasco/Euskal Herriko Unibertsitatea

    Lejona, España

    ROR https://ror.org/000xsnr85

Revista:
Comunicación y sociedad = Communication & Society

ISSN: 2386-7876

Año de publicación: 2020

Volumen: 33

Número: 3

Páginas: 149-166

Tipo: Artículo

DOI: 10.15581/003.33.3.149-166 DIALNET GOOGLE SCHOLAR lock_openAcceso abierto editor

Otras publicaciones en: Comunicación y sociedad = Communication & Society

Resumen

This article analyses follower response to the growing number of product endorsements present in YouTube videos published under the username “Verdeliss” by Estefanía Unzu Ripoll, Spain’s most popular YouTube influencer on the topic of maternity and childcare. Results of a self-administered online survey of 949 Verdeliss followers focused on their individual evaluations of source attributes indicate that Unzu Ripoll’s YouTube fans tend to buy products she endorses on the basis of her perceived likeability and expertise, and that the overall influence she exerts on their purchasing decisions is slight. In closing, the authors offer insights into how social media influencers can enhance the effectiveness of their online endorsements and identify tactics brands can employ to ensure that the influencers they collaborate with are optimally suited to promote their products.

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Información de financiación

This work was supported by the consolidated research group Mediaiker (GIU16/08), funded by the University of the Basque Country (UPV/EHU), and consolidated research group Bitartez (IT1081-16 - GIC15/66), funded by the Basque Government.

Financiadores

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Fuente de los datos: Dialnet