The Role of Youtuber in the Consumer Decision Making Process

Sanzhar Sandybekov

Bakalářská práce

Abstract:

The main objective of this work is to understand the positive effect of brand perception on consumers after watching YouTube reviews by social media influencers. The thesis consists of two parts. The first theoretical part provides an overview of consumer behaviour, its role in the consumer decision-making process, and how this theoretical background is used in the modern marketing communication process. The second part is a case study, using content analysis of YouTube videos on beauty products. The beauty industry uses social media influencers, and for this study, a particular segment in the beauty industry was chosen, the main reviews were analysed, and results were processed. This study may help better understand the impact of YouTubers on consumer behaviour, how viewers perceive those influencers, and the importance of the engagement between both parties in the communication process.

Keywords

content analysis, decision-making process, consumer behaviour, influencer marketing, integrated marketing communication, online social media platforms

Jazyk práce: angličtina

Datum vytvoření / odevzdání či podání práce: 14. 3. 2019

Obhajoba závěrečné práce

• Vedoucí: Ing. Lenka Platilová Vorlíčková

Česká zemědělská univerzita v Praze

Provozně ekonomická fakulta

Bakalářský studijní program / obor:
Economics and Management / Economics and Management