Title: Antecedents of Urge to Buy Impulsively: Study of Beauty Vlogs on YouTube Social Media
Author: Vivi Rodliyatuz Zulfa
Item Type : Thesis (Thesis)
Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia
Publisher: Universitas Airlangga
Abstract
This research aims to determine the influence of parasocial interaction, perceived enjoyment, perceived usefulness and negative affect of YouTube social media users on the urge to buy impulsively. Data was taken by distributing questionnaires online involving 189 female respondents who watched beauty blog videos on YouTube. The location of this research is in Indonesia. Hypothesis testing uses Partial Least Squares (PLS). The study results show that parasocial interaction, perceived enjoyment, perceived usefulness influence the urge to buy impulsively, while negative affect has a negative influence on the urge to buy impulsively. The results of this research have important implications for cosmetic marketers who use YouTube as one of their marketing media in developing more effective marketing strategies to attract users through impulse purchases.
Keywords: Parasocial Interaction, Perceived Enjoyment, Perceived Usefulness, Negative Affect, Urge To Buy Impulsively, Beauty Vlog
