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

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.
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https://hal.archives-ouvertes.fr/hal-02308644
Contributor : Emna Bouladi Connect in order to contact the contributor
Submitted on : Tuesday, October 8, 2019 - 4:18:07 PM
Last modification on : Tuesday, June 16, 2020 - 11:28:03 AM

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Azza Temessek Behi, Yasmine Laribi. Sur les traces d’« Enjoy Phoenix »… ou comment la beauté et la pédagogie renforcent le pouvoir d’influence des Youtubeurs sur les consommateurs. Décisions Marketing, Association Française du Marketing, 2017, 84, pp.115-130. ⟨10.7193/DM.084.115.130⟩. ⟨hal-02308644⟩

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