Title: The Influence of Beauty Vlogger Source Credibility and Parasocial Relationship on Customer Equity of Youtube Viewers
Author: Nadiya Fikriyatuz Zakiyah
Item Type : Thesis (Thesis)
Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
The growing development of social media can help marketers in marketing their products. The use of social media is now very helpful for consumers to simplify and accelerate access in searching for reviews and desired product information. A product's content on social media has a significant influence on consumer brand perception and brand choice (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 the purchasing behavior 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, as well as the effect of parasocial relationships on customer equity consisting of value equity, brand equity, and relationship equity of YouTube viewers. This study uses a quantitative approach, with a data collection method using a questionnaire. The sampling technique used is purposive sampling, with a sample size of 180 respondents. The data analysis technique used is Partial Least Square (PLS) processed using SmartPLS 3.0 software. This study found that attractiveness and trustworthiness had a positive and significant effect on parasocial relationships. Furthermore, expertise had a positive but insignificant effect on parasocial relationships. Similarly, parasocial relationships had a positive and significant effect on value equity, brand equity, and relationship equity.
Keywords: Source Credibility, Parasocial Relationship, Customer Equity