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Communautés virtuelles sur youtube : quand les marques s'associent aux youtubeurs

Abstract : Influence marketing is increasingly being used by companies in their digital strategies. This interest is explained by the effectiveness of influencers and their recommendations on consumer behaviour. This research focuses on Youtube subscribers' attitudes towards Youtubeur and brand partnerships. Two exploratory studies were conducted. Face-to-face interviews helped to better understand how Youtube works, to highlight the motivations of Internet users to subscribe to a channel and to identify the importance of the personality and attractiveness of the Youtubeur. A netnography was performed by analyzing three fashion and beauty channel videos that together total 2075 comments. The analyses revealed three types of attitudes : cognitive, affective and conative, towards the partnership, the Youtubeuse and the brand. Finally, a quantitative study was conducted to test the influence of the youtubeur’s credibility on subscribers' attitudes towards the brand, the video and their purchasing intention.
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Submitted on : Friday, October 2, 2020 - 1:07:28 AM
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Sana El Mouldi. Communautés virtuelles sur youtube : quand les marques s'associent aux youtubeurs. Gestion et management. Université de Bordeaux; Institut supérieur de gestion (Tunis), 2020. Français. ⟨NNT : 2020BORD0040⟩. ⟨tel-02955515⟩

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