| Abstract [eng] |
Today's consumers often rely on YouTube content creators to make purchasing decisions, preferring their authentic and detailed content to traditional brand or celebrity advertisements. The YouTube platform provides effective integration of advertising into more complex and longer video content. However, the growing number of content creators makes it a challenge for brands to target a content creator for their marketing strategies for different product types. Despite the frequent collaborations between many brands and YouTube content creators, there is not enough research to identify the factors that influence the intention to purchase utilitarian and hedonic products. Thus, the main objective of this work is to determine the effect of content creators' advertising on YouTube platform on consumer's intention to purchase utilitarian and hedonic products based on content creators' characteristics. The work consists of three main parts: analysis of scientific literature, research methodology, data analysis and results, conclusions and suggestions for further research and business. The research model is based on the Information Acceptance, the Theory of Planned Behavior and SOR models. The work uses an empirical, quantitative research method - an experiment consisting of two structured questionnaire surveys (in Survey A, content creator Paul de Miko promotes a utilitarian "Surfshark" product, B - the same content creator promotes a hedonic "Chazz" product). All 13 hypotheses confirmed the findings of earlier studies. Significant relationships were found between the studied content creator characteristics, source credibility, brand attitude, and perceived information credibility. For utilitarian products, perceived information credibility and brand attitude are most strongly associated with the content creator's perceived physical attractiveness, expertise, trustworthiness, and compatibility with the product, while social attractiveness plays an important role for hedonic products. Congruence between content creator and product has the greatest influence on brand attitude and perceived credibility of information for utilitarian products, while social appeal has the greatest impact on hedonic products. Attitude towards the brand has the greatest influence on the intention to buy. |
