THE IMPACT OF BEAUTY VLOGGERS REVIEW AS ELECTRONIC WORD OF MOUTH TOWARDS BRAND IMAGE AND PURCHASE INTENTION OF AVOSKIN

With the rapidly growing internet technology, consumers can quickly obtain online information from other people who have tried a product commonly referred to as electronic word-of-mouth (e-WOM). Beauty vloggers is a form of e-WOM to generate beauty related content such as review videos. With interac...

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Main Author: Nadya Amarani Sitompul, Bernadetta
Format: Final Project
Language:Indonesia
Online Access:https://digilib.itb.ac.id/gdl/view/57361
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Institution: Institut Teknologi Bandung
Language: Indonesia
id id-itb.:57361
spelling id-itb.:573612021-08-19T07:52:02ZTHE IMPACT OF BEAUTY VLOGGERS REVIEW AS ELECTRONIC WORD OF MOUTH TOWARDS BRAND IMAGE AND PURCHASE INTENTION OF AVOSKIN Nadya Amarani Sitompul, Bernadetta Indonesia Final Project “Beauty Vlogger”, “Brand Image”, “e-WOM”, “Skincare Brand” INSTITUT TEKNOLOGI BANDUNG https://digilib.itb.ac.id/gdl/view/57361 With the rapidly growing internet technology, consumers can quickly obtain online information from other people who have tried a product commonly referred to as electronic word-of-mouth (e-WOM). Beauty vloggers is a form of e-WOM to generate beauty related content such as review videos. With interactive word-of-mouth communication on YouTube, WOM has an extensive potential reach and has attracted many enterprises to adopt beauty vlogger reviews as a marketing tool. This study aims to explains the impact of beauty vlogger’s reviews as electronic word of mouth towards the brand image and purchase intention of skincare brand by surveying 248 women respondents who have watched skincare product review videos by Indonesian beauty vloggers. The data collected through an online questionnaire and PLS-SEM statistical method is involved in analysing the data. The result shows beauty vlogger's reviews as e-WOM have a significant impact on brand image and purchase intention; also, brand image has a substantial impact on consumers purchase intent. Therefore, this research provides insights for skincare brands in partnership with beauty vloggers in reviewing their products to promote their brand image and increase consumers purchase intention. text
institution Institut Teknologi Bandung
building Institut Teknologi Bandung Library
continent Asia
country Indonesia
Indonesia
content_provider Institut Teknologi Bandung
collection Digital ITB
language Indonesia
description With the rapidly growing internet technology, consumers can quickly obtain online information from other people who have tried a product commonly referred to as electronic word-of-mouth (e-WOM). Beauty vloggers is a form of e-WOM to generate beauty related content such as review videos. With interactive word-of-mouth communication on YouTube, WOM has an extensive potential reach and has attracted many enterprises to adopt beauty vlogger reviews as a marketing tool. This study aims to explains the impact of beauty vlogger’s reviews as electronic word of mouth towards the brand image and purchase intention of skincare brand by surveying 248 women respondents who have watched skincare product review videos by Indonesian beauty vloggers. The data collected through an online questionnaire and PLS-SEM statistical method is involved in analysing the data. The result shows beauty vlogger's reviews as e-WOM have a significant impact on brand image and purchase intention; also, brand image has a substantial impact on consumers purchase intent. Therefore, this research provides insights for skincare brands in partnership with beauty vloggers in reviewing their products to promote their brand image and increase consumers purchase intention.
format Final Project
author Nadya Amarani Sitompul, Bernadetta
spellingShingle Nadya Amarani Sitompul, Bernadetta
THE IMPACT OF BEAUTY VLOGGERS REVIEW AS ELECTRONIC WORD OF MOUTH TOWARDS BRAND IMAGE AND PURCHASE INTENTION OF AVOSKIN
author_facet Nadya Amarani Sitompul, Bernadetta
author_sort Nadya Amarani Sitompul, Bernadetta
title THE IMPACT OF BEAUTY VLOGGERS REVIEW AS ELECTRONIC WORD OF MOUTH TOWARDS BRAND IMAGE AND PURCHASE INTENTION OF AVOSKIN
title_short THE IMPACT OF BEAUTY VLOGGERS REVIEW AS ELECTRONIC WORD OF MOUTH TOWARDS BRAND IMAGE AND PURCHASE INTENTION OF AVOSKIN
title_full THE IMPACT OF BEAUTY VLOGGERS REVIEW AS ELECTRONIC WORD OF MOUTH TOWARDS BRAND IMAGE AND PURCHASE INTENTION OF AVOSKIN
title_fullStr THE IMPACT OF BEAUTY VLOGGERS REVIEW AS ELECTRONIC WORD OF MOUTH TOWARDS BRAND IMAGE AND PURCHASE INTENTION OF AVOSKIN
title_full_unstemmed THE IMPACT OF BEAUTY VLOGGERS REVIEW AS ELECTRONIC WORD OF MOUTH TOWARDS BRAND IMAGE AND PURCHASE INTENTION OF AVOSKIN
title_sort impact of beauty vloggers review as electronic word of mouth towards brand image and purchase intention of avoskin
url https://digilib.itb.ac.id/gdl/view/57361
_version_ 1822930447806496768