Perception of video-blogging and consumer behaviour (case of beauty channels)
How to Cite
Bagina Y.A., Kochervey A.I., Naryan S.K. Perception of video-blogging and consumer behaviour (case of beauty channels). Interaction. Interview. Interpretation. 2017. Vol. 9. No. 13. P. 96-107. (in Russ.).
Abstract
The work is dedicated to exploring a growing phenomenon of YouTube beauty channels focusing on meanings of watching video blogs and following their advice. Drawing on semi-structured interviews with women who watch YouTube beauty channels, this article examines practical reasons of watching YouTube beauty channels, trust bases and influence on consumer behavior of viewers. As a result of analysis of reasons for watching YouTube beauty channels, two groups of reasons were defined: the reasons concerning gathering information and the reasons concerning a format of a beauty channel. Trust bases for a blogger as a person include personal qualities, because a youtuber is viewed not only as an expert, but also as a friend. Trust bases for following a youtuber’s advice include providing true and verifiable information, authority and opinions about them held by viewers’ friends. As a result behavioural patterns of viewers are determined by both personalized and non-personalized (institutional) trust. As for beauty channels influencing consumer behaviour, we identified 4 types of purchases influenced by beauty channels: impulsive based on a need, not impulsive based on a need, impulsive based on a recommendation and not impulsive based on recommendation. Beauty channels, on the one hand, are a reason for unnecessary spending because of new wants emerging from watching, and, on the other hand, they help viewers save money, because they provide information that can help make a rational consumer decision.
Keywords:
Beauty channels, vlogs, YouTube, beauty products, consumer behavior, trust, viewers, trust bases
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Бодрийяр Ж. Общество потребления. Его мифы и структуры. М: Республика; Культурная революция, 2006.
Гофман И. Представление себя другим в повседневной жизни. М.: КАНОН-ПРЕСС-Ц; Кучково поле, 2000.
Зиммель Г. Философия денег (фрагмент) // Теория общества / Под ред. А. Филиппова. М.: КАНОН-ПРЕСС-Ц, 1999. C. 309–383.
Как посты блогеров влияют на продажи // The Village. 2015. 16 июня. URL: http://www.the-village.
ru/village/business/management/216415‑beauty-sells (дата обращения: 07.09.2016).
Липовецкий Ж. Третья женщина. Незыблемость и потрясение основ женственности. Спб.: Але- тейя, 2003.
Обзор GfK: Российский потребитель // GfK. 2016. 11 февраля. URL: http://www.gfk.com/ru/insaity/
press-release/obzor-gfk-rossiiskii-potrebitel‑2015 (дата обращения: 14.09.2016)
Радаев В. В. Социология потребления: основные подходы // Социологические исследования. 2005. № . 1. C. 5–18.
Штомпка П. Доверие — основа общества. М.: Логос, 2012.
Anderson T., Grunert C., Katz, A., Lovascio S. Aesthetic capital: A research review on beauty perks and penalties // Sociology Compass. 2010. № 8 (4). P. 564–575.
Androulaki-Ralli G. The Leading Role of Influencers in the YouTube Beauty Community. Thesis Project. 13.05.2015. URL: http://www.diva-portal.org/smash/get/diva2:816476/FULLTEXT01.pdf (дата обраще-
ния: 18.07.2017).
Baumeister R. F. Yielding to temptation: Self-control failure, impulsive purchasing, and consumer behavior // Journal of Consumer Research. 2002. № 4 (28). P. 670–676.
Blau P. M. Exchange and power in social life. New York: Wiley, 1964.
Dellarocas C., Zhang X., Awad N. Exploring the value of online product reviews in forecasting sales: The case of motion pictures // Journal of Interactive marketing. 2007. № 4 (21). P. 23–45.
Holla S., Kuipers G. Aesthetic capital // International handbook for the sociology of art and culture. London: Routledge, 2015. P. 290–304.
Horton D., Wohl R. Mass communication and parasocial interaction: Observation on intimacy at a distance // Psychiatry. 1956. № 3 (19). P. 215–229.
Liao S. L., Shen Y. C., Chu C. H. The effects of sales promotion strategy, product appeal and consumer traits on reminder impulse buying behaviour // International Journal of Consumer Studies. 2009. № 3 (33). P. 274–284.
Park E., Kim E., Forney J. A structural model of fashion-oriented impulse buying behavior // Journal of Fashion Marketing and Management: An International Journal. 2006. № 4 (10). P. 433–446.
Polukhina E., Strelnikova A. Exploring the Russian Online Gift-Exchange Communities: The Results of Nethnographic Approach // The Qualitative Report. 2015. № 12 (20). P. 2041–2049.
Rook D., Fisher R. Normative influences on impulsive buying behavior // Journal of consumer research. 1995. № 3 (22). P. 305–313.
Simmel G. The secret society / Simmel G. The sociology of Georg Simmel. London: Collier Macmillan Publishers; The Free Press, 1964.
Synnott A. Truth and goodness, mirrors and masks. Part II: a sociology of beauty and the face // British Journal of Sociology. 1990. № 1 (41). P. 55–76.
Toennies F. Community and society. New Brunswick: Transaction publishers, 1993.
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Bagina, Y. A., Kochervey, A. I., & Naryan, S. K. (2017). Perception of video-blogging and consumer behaviour (case of beauty channels). Interaction. Interview. Interpretation, 9(13), 96-107. Retrieved from https://inter-fnisc.ru/index.php/inter/article/view/5380
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