Abstract

This independent study examines the impact of YouTube opinion leaders on consumers' purchase intentions. Using social networks as the research context, an independent study was proposed to analyze the number of likes on Sephora make-up products by opinion leaders using their video attributes on YouTube. The results of the study showed that the number of likes in the video attributes of opinion leaders had a significantly positive relationship with the number of Sephora like hearts. The number of followers of YouTube opinion leaders was significantly associated with the number of Sephora product like hearts at a significant level. Although the coefficient of video plays in the regression test result is positive, she is not acceptable with Sephora like hearts at the significant level. In addition, there was no meaningful and significant relationship between the number of video comments and Sephora like hearts. The results of the study can help merchants to better understand which factors of opinion leader videos can significantly influence consumers' purchase intentions, and to adjust their marketing strategies to help them maximize their benefits.

Advisor

Krause, Brooke

Department

Economics; Global and International Studies

Disciplines

Economic Theory

Keywords

Social media, Consumer, Opinion leaders

Publication Date

2021

Degree Granted

Bachelor of Arts

Document Type

Senior Independent Study Thesis

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