YouTube Influencers Fostering Audience Engagement Through Parasocial Relationships

As the growing popularity of lifestyle YouTube influencers risks the possibility of over-saturation of sponsored content on YouTube, brands should determine the effectiveness of influencers and identify the characteristics of lifestyle YouTube influencers to make sponsored content successful. Drawin...

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Bibliographic Details
Published in:Journal of marketing development and competitiveness 2024-06, Vol.18 (2), p.67-81
Main Authors: Aquino, Elaina, Yang, Kiseol, Brandon, Lynn
Format: Article
Language:English
Subjects:
Audiences
Celebrities
Consumer behavior
Consumers
Content analysis
Credibility
Hypotheses
Influence
Influencer marketing
Lifestyles
Popularity
Social networks
User generated content
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Summary:As the growing popularity of lifestyle YouTube influencers risks the possibility of over-saturation of sponsored content on YouTube, brands should determine the effectiveness of influencers and identify the characteristics of lifestyle YouTube influencers to make sponsored content successful. Drawing upon parasocial relationship theory, this study incorporates match-up hypothesis and source credibility theories to determine characteristics of lifestyle YouTube influencers and their content that increase their audience engagement and makes social media influencer marketing effective. Using the content analysis of lifestyle YouTube influencers, this study reveals that micro-influencers have a higher engagement with their audience through parasocial relationships than mega and macro-influencers.
ISSN:2155-2843
2155-2843
DOI:10.33423/jmdc.v18i2.7034