The Effect of Youtube Influencer Marketing on Consumer-Based-Brand Equity
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Date
2024-09
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
Daystar University, School of Communication
Abstract
The study investigates the underutilization of YouTube as a strategic communication channel by PR and brand marketing practitioners, who often limit its use to showcasing company events, buying advertisements, and addressing customer complaints, rather than engaging in long-term partnerships with influencers. This research focused on understanding the impact of YouTube influencer marketing on consumer-based brand equity, in Kenya. The objectives were threefold - examining the effects of demographics (age and gender) on YouTube influencer marketing, comparing the impact of influencer marketing to YouTube advertising, and assessing the efficacy of influencer marketing on consumer-based brand equity. Employing multi-step and social influence theories, this research utilized a descriptive design to target 312,640 middle-class Kenyans aged 18 and above who consume YouTube content in Nairobi. The findings indicate that age, more so than gender, significantly influences consumer engagement with YouTube influencers; and while influencer marketing shapes consumer decisions, paid advertisements seem to be more effective in driving spending and decision-making amongst consumers. However, no significant correlation between influencer marketing and consumer-based brand equity was found. The study recommends choosing influencers whose values align with the brand and target demographics, granting them creative freedom to produce authentic content, utilizing data analytics to optimize campaigns. This research enhances the understanding of corporate communication strategies and their impact on consumer-based brand equity, offering valuable insights for both academic and practical applications. While this study provides significant insights into YouTube influencer marketing, further research by other authors is recommended to validate and extend these findings across different contexts and populations
Description
MASTER OF ARTS in Communication
Keywords
underutilization of YouTube, PR and brand marketing practitioners
Citation
Oduol, U. A. (2024). The Effect of Youtube Influencer Marketing on Consumer-Based-Brand Equity. Daystar University, School of Communication