Effect of Source Credibility Beauty Vlogger and Parasocial Relationship on Customer Equity Youtube Viewers
Amount: Effect of Source Credibility Beauty Vlogger and Parasocial Relationship on Customer Equity Youtube Viewers
Author: Nadiya Fikriyatuz Zakiyah
Item Type: Thesis
Memberships: Master of Management Science Study Program, Faculty of Economics and Business, Airlangga University, Surabaya, Indonesia
Publisher: Airlangga University
Abstract
The development of social media can help marketers in marketing their products. The use of social media today is very helpful for consumers to facilitate and speed up access in searching for reviews and product information they want. The content of a product on social media has a significant influence on consumer brand perceptions and brand selection (Gruen, Osmonbekov & Czaplewski, 2006) and makes it easier for companies to acquire new consumers (Trusov, Bucklin & Pauwels, 2009) and even has the potential to influence behavior. purchase of luxury products (Blackshaw, 2006). This study aims to determine the effect of source credibility, which consists of attractiveness, expertise and trustworthiness of beauty vloggers on parasocial relationships, and the influence of parasocial relationships on customer equity consisting of value equity, brand equity, and relationship equity YouTube viewers. This study uses a quantitative approach, with the data collection method using a questionnaire. The sampling technique used is purposive sampling, with the number of samples used as many as 180 respondents. The data analysis technique used is Partial Least Square (PLS) which is processed using SmartPLS 3.0 software. In this study, it was found that the effect of attractiveness and trustworthiness on parasocial relationships was positive and significant. Furthermore, the effect of expertise on parasocial relationships is positive and not significant. Likewise, the influence of parasocial relationships on value equity, brand equity and relationship equity is positive and significant.
Keywords : Source Credibility, Parasocial Relationship, Customer Equity
