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YouTube influence on Well-being brands

Kauppinen, Paula LU and Pavlova, Antoniya LU (2017) BUSN39 20171
Department of Business Administration
Abstract
This study aims to find a deeper understanding of how millennials, a consumer group of increasing importance, perceives endorsed brands in fitness and health vlogs. The study used a combination of netnography, including video and comment analysis, and qualitative, semistructured interviews with both audience and creator of vlogs as its methodology. The key finding of the research is that millennials perceive endorsed brands positively. The authenticity of the vlogger is the main influencing factor in the success of the endorsement, yet the category of the brand cannot contrast with the health and fitness industry in brand endorsements. Implementing the brand in the video in a natural way rather than solely advertising was discovered to be... (More)
This study aims to find a deeper understanding of how millennials, a consumer group of increasing importance, perceives endorsed brands in fitness and health vlogs. The study used a combination of netnography, including video and comment analysis, and qualitative, semistructured interviews with both audience and creator of vlogs as its methodology. The key finding of the research is that millennials perceive endorsed brands positively. The authenticity of the vlogger is the main influencing factor in the success of the endorsement, yet the category of the brand cannot contrast with the health and fitness industry in brand endorsements. Implementing the brand in the video in a natural way rather than solely advertising was discovered to be the most efficient way to present an endorsed brand. (Less)
Please use this url to cite or link to this publication:
author
Kauppinen, Paula LU and Pavlova, Antoniya LU
supervisor
organization
alternative title
Understanding millennial perceptions of brand endorsements on fitness and health vlogs
course
BUSN39 20171
year
type
H1 - Master's Degree (One Year)
subject
language
English
id
8914731
date added to LUP
2017-06-14 17:02:29
date last changed
2017-06-14 17:02:29
@misc{8914731,
  abstract     = {This study aims to find a deeper understanding of how millennials, a consumer group of increasing importance, perceives endorsed brands in fitness and health vlogs. The study used a combination of netnography, including video and comment analysis, and qualitative, semistructured interviews with both audience and creator of vlogs as its methodology. The key finding of the research is that millennials perceive endorsed brands positively. The authenticity of the vlogger is the main influencing factor in the success of the endorsement, yet the category of the brand cannot contrast with the health and fitness industry in brand endorsements. Implementing the brand in the video in a natural way rather than solely advertising was discovered to be the most efficient way to present an endorsed brand.},
  author       = {Kauppinen, Paula and Pavlova, Antoniya},
  language     = {eng},
  note         = {Student Paper},
  title        = {YouTube influence on Well-being brands},
  year         = {2017},
}