Credibility of digital influencers on YouTube and Instagram

Djafarova, Elmira and Matson, Natasha (2020) Credibility of digital influencers on YouTube and Instagram. International Journal of Internet Marketing and Advertising. ISSN 1477-5212 (In Press)

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Abstract

This study explores the phenomenon and influence of beauty influencers on Instagram and YouTube through the analysis of top micro-celebrity profiles and surveys with the followers. YouTube was identified as the most influential for those aged 18–21 and less powerful for older target group, suggesting beauty reference group influence decreases as the age increases. An exploration into credibility of beauty gurus revealed trustworthiness as the most important factor determining credibility. Quality of images and professionalism of profiles is also crucial in reliability of profiles on these platforms.

Item Type: Article
Uncontrolled Keywords: Social media, digital influencers, Instagram, YouTube, reference groups
Subjects: L900 Others in Social studies
Department: Faculties > Business and Law > Newcastle Business School
Depositing User: John Coen
Date Deposited: 12 Nov 2020 14:16
Last Modified: 12 Nov 2020 15:00
URI: http://nrl.northumbria.ac.uk/id/eprint/44745

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