The role of Youtube channel characteristics in shaping followers’ purchase intentions and behavioural engagement: the serial mediation of satisfaction and channel loyalty

Salvatore M. Lombardo ()
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Salvatore M. Lombardo: University of Catania

Italian Journal of Marketing, 2024, vol. 2024, issue 3, No 1, 247-265

Abstract: Abstract The increasing importance of social media influencers, such as youtubers, in the consumer decision-making process has prompted scholars to study this phenomenon. The literature has demonstrated that not only influencer attributes but also content characteristics impact follower behaviours. However, the activity of influencers continues to be predominantly described as a persuasion process aimed at engaging followers in behaviours desired by brands and influencers. Drawing upon e-service and influencer marketing literature, this study aims to broaden the exploration of the influencer category from an e-service perspective by investigating the role played by the evaluation of youtuber content in determining follower satisfaction and behaviours. The results show that four characteristics of a YouTube channel (information quality, entertainment quality, interactivity, and content originality) determine follower satisfaction. Furthermore, satisfaction and channel loyalty serially mediate the effect of the characteristics on behaviours related to the endorsed brand (purchase intention of sponsored brands) and the influencer channel (purchase intention of influencers’ brands, behavioural engagement). This study provides a new perspective on influencers by portraying them as service providers for both followers, serving as content creators, and for brands, acting as communication partners, rather than merely as persuaders. Theoretical and practical implications are discussed.

Keywords: Influencer marketing; E-service; Content creator; Satisfaction; Youtube content characteristics; Purchase intention (search for similar items in EconPapers)
Date: 2024
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DOI: 10.1007/s43039-024-00095-6

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