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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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 |
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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 |
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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 |
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