CHAPTER II

Review of the Study

Social media celebrity and the institutionalization of YouTube

(https://journals.sagepub.com/doi/full/10.1177/1354856517750368)

This study explores the industrial underpinning and the cultural logic of social

media celebrity. Social media visibility may be considered as an alternative way to fame

as it bypasses the gatekeeper role played by the entertainment and mass media industries.

How Youtube vloggers and refferals influence their audience’s purchase intention of

fashion/beauty products

(https://www.researchgate.net/publication/322664999_HOW_YOUTUBE_VLOGGERS

_AND_REFERRALS_INFLUENCE_THEIR_AUDIENCE'S_PURCHASE_INTENTIO

N_OF_FASHIONBEAUTY_PRODUCTS)

Over the years, social media has become an avenue of advertisement for most

organizations. Day in and day out, the patronage of these social media sites increases and

as such, most organizations are now investing a lot of money in reaching their target market

online. Among the thriving social media sites is YouTube which is currently the second

most accessed website on the internet. Because of the interactive features of the YouTube

site, some YouTube uploaders also known as vloggers, YouTubers or content creators are

1
" interacting " with their audiences and most of them are well known in the YouTube

community.

Effects of fashion vlogger attributes on product attitude and content sharing

(https://link.springer.com/article/10.1186/s40691-018-0161-1)

Recently, general people posting vlog on newly shopped fashion and cosmetics

items are gaining popularity, and it is growing more common to get consumer reviews or

opinion through vlogs. In this paper, we examine the effect of vloggers’ attributes (i.e.,

attractiveness, expertise, trustworthiness) depending on the types that the vlogs expose

certain products in videos.

Evaluating the influence of YouTube advertising for attraction of young customers

(https://www.sciencedirect.com/science/article/pii/S0747563216300450)

Nowadays, we have been faced with an increasing number of people who are

spending tremendous amounts of time all around the world on YouTube. To date, the

factors that persuade customers to accept YouTube advertising as an advertising medium

are not yet fully understood.

YouTube vloggers' influence on consumer luxury brand perceptions and intentions

(https://www.sciencedirect.com/science/article/abs/pii/S0148296316304222)

2
 This study examines how video blogs (vlogs) influence consumer perceptions of

luxury brands. Using para-social interaction (PSI) and social comparison theory, this study

proposes a model that assesses the influence of physical attractiveness, social

attractiveness, and attitude homophile of video blogger (vlogger) on PSI; and PSI effects

on luxury brand perceptions (i.e., brand luxury, luxury brand value, and brand-user-

imagery fit) and luxury brand purchase intentions.

Crying on YouTube: Vlogs, self-exposure and the productivity of negative affect

(https://journals.sagepub.com/doi/full/10.1177/1354856517736981)

In this article, we challenge dominant perceptions of social media as an archive of

endlessly positive self-documentation by examining two subgenres of YouTube blogging

predicated on the expression of negative affect. Through analysis of the crying and anxiety

vlogs of YouTubers ZoeSugg, Trisha Paytas and Nicole Klein, we recognize the

productivity of negative affect, charting the translation of the mediated tears, sobs and

struggles of these young female vloggers into affirmations of authenticity, (self-)therapy

and strengthened ties of intimacy with followers. While these negative affect vlogs work

outside of YouTube’s consumer economy, their popularity points to a booming economy

of affective labor, where the exchange of tears for sympathetic ears is in consistently high

demand.

The influence of YouTubers on teenagers

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(https://essay.utwente.nl/71094/1/Westenberg_MA_BMS.pdf)

Nowadays, teenagers are raised in an era of smartphones and do not remember a

time before social media. Most teenagers are active on social media starting at the age of

10 (BBC News round, 2016). According to a study by Variety Magazine (2014), six out of

ten influencers for 13-18-year-olds are YouTubers. Teenagers find YouTube influencers

more relatable than traditional celebrities (Defy media, 2015).

YouTube vloggers’ popularity and influence: The roles of homophile, emotional

attachment, and expertise

(https://www.sciencedirect.com/science/article/abs/pii/S0969698919303911)

This study examines how homophile, emotional attachment, and credibility

influence the popularity of a video blogger (hereinafter referred to as vlogger) and his/her

viewers' purchase decision in the context of the beauty product industry. More specifically,

the research investigates the effects of four dimensions of the homophile construct (i.e.,

attitude, value, background, and appearance), vlogger's expertise, and emotional

attachment to the vlogger on his/her popularity.

How YouTube Has Drastically Changed the Beauty Industry

(https://www.digitalsurgeons.com/thoughts/strategy/how-youtube-has-drastically-

changed-the-beauty-industry/)

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 YouTube is continuing to emerge as the dominant source of referral traffic for

major cosmetic brands. Marketers of cosmetics can no longer simply rely on the

Photoshopped models of billboards, lifestyle magazines, and urban murals to secure market

share. The vast, constantly expanding world of beauty-centered content has been thriving

in YouTube for years now, with literally billions of beauty-focused videos uploaded to the

social site. Getting in on the YouTube action is a marketing mandatory.

How YouTube changed the world

(http://s.telegraph.co.uk/graphics/projects/youtube/)

In late 2005, when YouTube was just a few months old, one of its co-founders

announced that the site’s users were consuming the equivalent of an entire Blockbuster

store each month. Today, 300 hours of video are uploaded to the site every minute. And

Blockbuster… Well, kids, Blockbuster was a video rental shop offering films on DVD and

VHS. VHS tapes were like giant cassettes. Cassettes were… Oh, never mind.