This quantitative content analysis was conducted on


                This study was
from Erasmus University Rotterdam which is a public university located in
Rotterdam, Netherlands. This was written by Elizabeth Sokol last July 2017. In
this study, she used a multitude of scientific research and its objective is to
answer the overall research question: “To
what extents do beauty vloggers on YouTube influence the perceived credibility,
overall brand attitude,

and purchase intention of
women through their videos when it comes to buying beauty products?”

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Sokol used a pre-stimulus questionnaire to test
whether a respondent qualifies to participate in the experiment and to measure
the high- or low involvement of the participant. After watching a beauty vlog
with an experimental condition, a post-stimulus questionnaire was employed to
measure the perceived credibility, overall attitude towards the brand and
purchase intention.  Also, a quantitative
content analysis was conducted on the experimental videos that were shown to
the respondents. The thesis aimed to receive at least 240 responses from women
aged 18 to 54 years old, that are interested in beauty and that buy beauty
supplies. In this study, Sokol focused on the type of endorser and the level of
prominence in product placement that was evident in four existing beauty vlogs
on YouTube. After conducting the experiment, the perceived credibility, overall
brand attitude and purchase intention were examined through a quantitative approach.


In the conclusion part of her study, she answered the
main research question with the following section. Firstly, she discussed about
the key findings of this research and connected to previous literature.
Secondly, she elaborated the theoretical implications, as well as societal
implications of this study. Lastly, she discussed about the limitations and suggestions
for further research that will be made.


In findings, it was shown in the study that an expert
endorser, as opposed to a celebrity endorser, in combination with lower levels
of prominence in product placement result in a higher purchase intention when
considering beauty vlogs on YouTube. The findings in this study confirmed that
expert endorsers, as well as celebrity endorsers, increase the perceived
credibility. However, when making the comparison between the two types of
endorsers, it can be stated that an expert endorser had a significantly higher perceived
credibility, overall brand attitude and purchase intention across the levels of
involvement as opposed to a celebrity endorser.


In the additional findings, it was confirmed that
perceived expertise, perceived trustworthiness and perceived attractiveness as
components of credibility had a positive effect on brand attitude across levels
of involvement. It can be stated that trustworthiness is the most important
component of perceived credibility in increasing the brand attitude for both
involvement categories.


While in theoretical implications, it was mentioned
that this study contributed to existing literature as the comparison between
expert and celebrity endorsers in an online context has never been examined
yet. Moreover, this thesis contributes to current literature on the
effectiveness of the level of prominence in product placement in the case of beauty
vloggers, which are becoming increasingly more popular. Furthermore, a
distinction is being made between high and low involvement groups and their
effect on the purchase intention after watching a beauty vlog on YouTube. 


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