Sur les traces d’« Enjoy Phoenix »… ou comment la beauté et la pédagogie renforcent le pouvoir d’influence des Youtubeurs sur les consommateurs

Azza Temessek Behi and Yasmine Laribi
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Azza Temessek Behi: IHEC - Institut des hautes études commerciales (Carthage, Tunisie) - UCAR - Université de Carthage (Tunisie)
Yasmine Laribi: IHEC - Institut des hautes études commerciales (Carthage, Tunisie) - UCAR - Université de Carthage (Tunisie)

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Abstract: Walking on the tracks of "Enjoy Phoenix"... or how beauty and pedagogy strengthen the power of Youtuber's influence on consumers The user videos created and hosted on YouTube have a strong following among the hyper-connected public. The success of User Generated videos (UGV) attracts brands looking for interactive and powerful communication actions. This article proposes to study the effects of the characteristics of a video's author on attitude and pur- chase intentions in the beauty field. Through two qualitative and one quantitative studies, we show the key role of physical attractiveness, psychological proximity and a video's pedagogical qualities as powerful vectors of a UGV's persuasion.

Keywords: User Generated Content (UGC); pedagogy; persuasive communication; online recommendations; beauty.; Contenu Généré par les Utilisateurs (UGC); pédagogie; communication persuasive; recommanda- tions en ligne; beauté. (search for similar items in EconPapers)
Date: 2017-01-23
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Published in Décisions Marketing, 2017, 84, pp.115-130. ⟨10.7193/DM.084.115.130⟩

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-02308644

DOI: 10.7193/DM.084.115.130

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