Source Credibility Beauty Vlogger, Parasocial Relationship Dan Customer Equity Viewers Youtube

• Main Authors: Nadiya Fikriyatuz Zakiyah, Sri Hartini
• Format: Article PeerReviewed
• Language: Indonesian; Indonesian
• Published: Asosiasi Peneliti Manajemen Adat Indonesia (APMAI) 2020
• Subjects: H Social Sciences; HD5701-6000.9 Labor market. Labor supply. Labor demand; HF5410-5417.5 Marketing. Distribution of products
• Online Access: http://repository.unair.ac.id/105866/1/Sri%20Hartini_Karil%2024_Source%20Credibility%20Beauty.pdf; http://repository.unair.ac.id/105866/2/Sri%20Hartini_Peer%20Review%20024.pdf; http://repository.unair.ac.id/105866/; https://journal.apmai.org/v2/index.php/jmkli/article/view/82; https://doi.org/10.26805/jmkli.v4i1.82
• Institution: Universitas Airlangga

This study discusses how social media like YouTube can foster parasocial relationships between beauty vloggers and YouTube viewers. Parasocial relationships are built on a clear communication process between celebrity and viewers credible source consisting of attractiveness, expertise and trust. In...